Build and Sustain Relationships with Your Audience using an E-zine by Lena Claxton and Alison Woo

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An e-zine is simply an online newsletter that is sometimes known as an e-newsletter. It's produced in HTML format (with graphics/images) or plain text and is delivered via e-mail at regularly scheduled intervals of time.

While other new media tools attract an audience, an e-zine goes out into the Internet universe and speaks to your audience (your prospects or existing customers) directly in their e-mail inbox. It's an in-your-face marketing tool that is highly effective. According to Jupiter Research (2007), "60 percent of business decision makers said Internet and email are the best ways for advertisers to reach them."

But e-zine marketers should refrain from advertising in a blatant manner. It's not about "buying my widget." It's consistently keeping in touch with your core audience and giving them valuable information. As a result, when you consistently show up with information that addresses your audiences' challenges and needs then you're perceived as an expert in your field.

Your e-zine could be delivered weekly, bi-weekly or monthly. The frequency depends on whether you are using other new media tools in your marketing toolkit. For example, if you blog several times per week, podcast once every two weeks then you may want to send a monthly e-zine. However, if your only point of contact with your audience is with an e-zine you may want to consider producing a weekly e-zine. The idea though is to have a variety of touchpoints where you communicate in different ways.

Studies indicate that your audience needs to hear from you seven to nine times before they buy from you. By consistently sending them an e-zine, you create top-of-mind awareness that translates into becoming the first person that your audience will think about when they need what you have to offer.

An e-zine is an effective marketing tool where you can connect on a deeper level than with any other new media tool. It allows you to address your audience personally, with their first name, and speak to them one-to-many as if you're speaking to each individual. You can cover topics in-depth then refer your audience to your other new media tools-your blog, website, podcasts, and Facebook profile for various perspectives. You can also promote in a subtle manner by embedding links back to your products or services on your website.

If you are an author or writer, e-zine marketing is ideal for you as it allows you to build your platform-an integral aspect of promoting your book. Your platform is a built-in community of loyal readers that is a ready audience for your books and other information products.

Make an e-zine work for you. You can create subject headings that compel your audience to open your e-mail. Syndicate your articles all over the Internet. Create a content formula so your audience can anticipate every issue. Create an editorial calendar and never worry about what to write month after month. Promote your e-zine to audiences near and far. Read more about promoting with an e-zine in How to Say It: Marketing with New Media: A Guide to Promoting Your Small Business Using Websites, E-Zines, Blogs, and Podcasts.

Lena Claxton and Alison Woo

View more information How to Say It: Marketing with New Media

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