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Stay Top-Of-Mind with Prospects Using an E-zine |
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An e-zine (pronounced "ee-zeen") is an electronic newsletter or magazine. In its simplest form, it's just an email containing news, tips, promotional information, or updates. Why should you care? Well, that depends on whether you're a sender or a recipient. If you're a recipient, you can subscribe to an e-zine on just about any topic under the sun. Whether you're looking for information on your pet iguana (no kidding, there is an iguana newsletter - check out www.iguana-news.com), gardening tips, sales / marketing information, or inspirational quotes, there's a newsletter for you. All you need to do is Google your topic along with the word "newsletter". If you're a sender, an e-zine takes on a whole new aspect. Some senders issue a newsletter just for the joy of communicating with others who share their passion. Other senders, particularly businesses, use e-zines to promote their business and stay connected with their customers. If you're a business person, consider this: You make contact with a large number of potential customers on a regular basis. Quite often, they don't need your services or products at the particular time that you contact them. But what happens if, six months later, they do need your product or service? Will they remember you? E-zines offer a way for businesses to stay "top-of-mind" with their customers and prospects. But beware of sending out self-serving advertising bulk email. Anti-spam and privacy legislation is quite stringent about how and when you are permitted to send electronic communications without being considered a spammer. The key to sending a successful e-newsletter is to obtain your readers' permission to send them the e-zine, and then provide them with something of value. If your recipients perceive that you're just sending them advertising, they will quickly unsubscribe from your list. Instead, prove to your readers that you are an expert in your field, and create goodwill by offering free hints and tips about your industry or products. Or go off the wall, and stand out from your competitors by including a joke, quote, photo, or other item that your subscribers will enjoy and look forward to receiving. Consistency and simplicity are key components. People scan e-zines instead of reading them, so consistency in colour and layout help them do that. Once your recipients get used to the look and feel of your newsletter, they'll identify it instantly, and welcome it if you mail out on a predictable schedule. Keeping the publication short and providing links to longer items ensures that your e-zine can be skimmed as soon as it's received, instead of being filed "to read later". Whether you're the sender or recipient, e-zines can be a wonderful communication tool. Just remember to carefully research all the privacy and anti-spam requirements before you send your first issue. Then, enjoy exercising your creativity and keeping in touch with your contacts! By: Diane Henders, Bright Ideas Personalized Learning Inc. For more information or computer training services, please call Bright Ideas Personalized Learning at (403) 692-2255. |
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