Are You Killing Your Ezine?
edited: Wednesday, December 18, 2002
By Irena Whitfield
Posted: Wednesday, December 18, 2002
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The Article shows the 7 main points resulting from a test of over 300 email ezines. The information is vital for everyone interested in ezine publishing.
With all the spam filter craze around, I was also wondering how the spam filters handle my Ezine. I installed the spam software available, set it up the way I learned ISPs do and tested my Ezine.
It was fine, so I wasn't bothered BUT: Since I always do things to the maximum effect, I decided to test Ezines I receive. I subscribed to over 300 Ezines and sent them all through my filters.
You'd be surprised: only 5 passed! - out of over 300 Ezines. When I had so many ezines at my hands, I decided to look at their content, their offers, design etc. I analysed the results and suddenly I have so many data about various features that after summarizing it all, I am below presenting you with the main 7 features answering the recently popping up question
why so many Ezines don't make money to their publishers.
Let's have a look at the 7 main points:
6) software, scripts
7) form and reliability
ad 1) I sent the ezines to two different mail softwares and the results were awful. While most of the ezines look fine in IncrediMail, it was a disaster in Eudora. The more complicated the design, the worse - flashing banners, too big letters, two big spaces between lines, pop ups, complicated, multiple tables, heavy backgrounds, images..., less is more in most cases.
ad 2) I subscribed through several Ad Co-ops promissing me a FREE Ad and a couple of freebie bonuses.
ad 3) Most of the ezines are just ad boards, ad pricelists, blatant self-promotions, or publishing articles all the others publish. One of the ezines requested my confirmation, and before I manage to confirm my subscription, they sent me 13! SOLOs. Do you think I confirmed? Only a couple of them offer valuable content.
ad 4) With most of the ezines it's very difficult to find their orientation, their focus, only 6 clearly state their goals and their content complies.
ad 5) I am against personalization with business publications, shouting my name all over the issue incl the subject line but there is one item even worse, and it is "Hi, [firstname]" or "oh, boy" and the like.
ad 6) I'd say that only 2 ezines test their issues before they send them out. I understand that it's difficult to find out the right software, to set it up properly if you are new but these ezines are not new, some of them publish for quite a long time. I remember some of them having 500, 3,500 or even over 5,000
subscribers when I started. I admired them wishing I could be there too. And they are still there. Guess why.
The results would easily make up a pretty thick book but the above is enough to show you the picture.
Summary: So, How NOT To Kill Your Ezine:
If you want an ezine that will help you to build a loyal Subscriber base, your business, your brand, credibility, bring you a reliable income, start to do your Ezine the professional way:
However, even if this sample batch of ezines seems to be big, it's not. There are thousands of ezines, and hundreds of them are high-quality. Before you start your Ezine, subscribe to as
many ezines as you can read, study and analyze them, prepare a plan, a strategy, incl dates, and start only after you are ready, technically and emotionally.
Hoping the above analysis helps you a bit, I wish you all the best.
Irena Whitfield, the publisher of 'Pathway To Success' is the Internet Business Consultant you need if you want to build a successful home business. Subscribe to her Ezine and Start Now! http://www.thecassiopeia.com/PathwaySubscription.html