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Introduction If the value of a mailing list is gold, publishing an e-zine would have to fall into the platinum category. Naturally, you can keep in touch with your mailing list members without an e-zine, but why pass up the opportunity to gain their respect and trust on a regular basis. If you merely contact your list members on a random basis, you risk the possibility that they’ll forget who you are. Or even worse, what your product or business is all about. With an e-zine, you have the perfect opportunity to step into the privacy of their homes on any given day of any given week or month. You decide. And once you do and you arrive at their inbox, you have their undivided attention. At least, that’s what you’re hoping for. Their undivided attention. The first thing you have to do, of course, is develop an e-zine that your readers will be hungry to devour, from top to bottom. In all honesty, that’s not an easy task. Especially when you consider how many emails the average viewer receives on a daily basis. Competing with tons of junk mail, carefully drafted solo ads by other marketers, and dozens of e-zines that have already been subscribed to can give anyone reason to pause. In many cases, those types of obstacles have prompted webmasters to not only think twice about having their own e-zine but caused them to decide not to publish one at all. Ever. But when you calculate the enormous benefit of publishing a e-zine, it’s something that needs to be taken quite seriously. After all, a good deal of revenue is at stake. The more people you can contact on a regular basis, the more income you’ll generate.
The more information and advice you can provide, the more income you’ll generate. The more respect and trust you establish between you and your subscribers, the more income you’ll generate. That’s the good news. The bad news is how much time and effort is involved in publishing an e-zine. All kidding aside, it’s a lot of work. And you need to be prepared to handle that volume of work before you send out your first issue. As long as you enter into this decision with your eyes wide open - and with a totally realistic attitude - you can easily manage the burden (or reward, depending on how you look at things) of a scheduled publication. Unless you have nothing else to do (which is highly unlikely), don’t choose to send your e-zine every week. Instead, start with one that goes out every other week or possibly once a month. That way, you’ll have an opportunity to ease into things, get a feel for what you can do in the time that’s available between issues. Then, if everything goes well and you decide to publish more frequently, you can do so without difficulty. What helps the most is having content ready long before your start sending out the e-zine. That gives you a cache of articles, information, and features that can be quickly and easily inserted. Or, if you don’t include any features that require current dated information, you can create entire issues ahead of time (say three or four months in advance). You can even stockpile content that relates to different areas of your e-zine, like how-to tips, resources, and articles. If your features do happen to rely on current information - such as reviews of products that have just been released - you can create the
majority of the issues ahead of time and then add the final touches just prior to publication. Either way, it cuts down the amount of pressure you would feel if you had to write everything from scratch within the small time frame that exists from one e-zine issue to the next. As far as the focus of your e-zine is concerned, only you can decide. Depending on what type of business you’re promoting and the customer audience that you’ll be reaching, you could base your content on tips and advice, in depth topic-related information, or simply a “joke of the week” concept. You can publish in text, HTML, or online format. Or a combination of all three. But regardless of how or when you publish, you need to make certain you follow the most important success factor… Above all else, your e-zine must provide interesting and valuable content. If not, your readership and financial gain will be minimal, or worse, non-existent. If, on the other hand, you can secure the undivided attention of your subscribers, your e-zine (and subsequently your business) will be a resounding success.
Publishing An E-zine Once you’ve established the name and the frequency of your e-zine, you’ll need to decide what type of format you’ll be using. In that respect, you’ve got three primary choices. Text versus HTML is and probably always will be a controversial subject. To add to the mix, more and more webmasters are publishing their e-zines online. So which version is the best choice? Unfortunately, it’s not as clear cut as simply choosing one over the other. Text vs. HTML Although text is probably the safest version you can publish, it’s not necessarily the most popular. Nor is it the most effective. For the most part, readers seem to prefer HTML versions, both via email and online. And when compared to the text counterpart, more links were clicked and acted upon in the HTML e-zine. In other words, the HTML version prompted more positive response from readers. From a webmaster’s standpoint, HTML is far superior. Not only can you be more creative with regard to how your e-zine is formatted, you have many more options for its design and layout. Much like you would with a print newspaper. Plus, you get the benefit of being able to brand your particular business. You can even give the e-zine the same look and feel as your website. With text versions, all you can rely on for branding is the name of your e-zine and the type of symbols you use to separate and distinguish between segment features. Last but not least, publishing an HTML e-zine means you’ll have the
ability to calculate how many members of your list actually open each issue that you send. That’s not something you can do with text versions. Text Version Although using a plain text format is the easiest and least complicated, it produces a somewhat boring presentation. The best you can do to “dress” it up is to use symbols or special characters. For example… ======================================== EDITOR’S CORNER ======================================== ^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^ FEATURED ARTICLE ^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^ For emphasis, you can use *asterisks*, “quotes”, or ALL CAPS. Be wary of the last one and use it sparingly. Some spam filters interpret all caps as a sign of junk mail. In order to maintain a clean look, you need to restrict each and every line to a maximum of 55 to 60 characters. If you exceed that limit, some email programs will chop up the lines, giving your e-zines a rather disheveled appearance. If you don’t limit characters to 60 per line, there's the possibility your e-zine could look something like this when it arrives at its destination. Some email programs won’t hyperlink a URL address unless it has the http:// prefix. Make certain you include it so your readers can click on any of your links just like they would on a web page. The same concept applies to email addresses. If you don’t precede them with the mailto: attribute, the reader won’t have access to a live link.
For your subject line, it’s best to simply insert the name of your publication and the current issue information. Something like, “Marketing Software Gazette - Monday September 7, 2016 Issue”. The first thing your subscriber should see in the body of the email is the name of your e-zine, the volume and/or issue number, and the current date. Place all that information at the very top of the e-zine. If you wish, you can also include your name, email address, and website URL. Below that, place a brief statement that lets the reader know why they are receiving email from you. “You are receiving this e-zine because you signed up [insert how, when, and where]. At the very bottom of the e-zine should be your signature which would generally include your name, your email address, and website URL. Below your signature, you need to place two things. First, explain how to subscribe to your e-zine (in case the e-zine has been forwarded to someone who doesn’t happen to be on your mailing list). Secondly, you need to include clear and precise information about how to unsubscribe from your list. Don’t make them jump through hoops. If they want out, let them do it without difficulty. And make certain you send a test e-zine to yourself. That way you’ll know if everything is correct prior to blasting it out to your entire mailing list. HTML Email Version There’s no question an HTML email version is more attractive. But it’s also the most difficult to deal with. At least, from a design perspective. Here are some tips that should help in that respect… It’s important that you hand code your HTML e-zine. If you use a WYSIWYG type editor, there’s a good chance your recipients won’t be viewing the same clean attractive version that you originally created.