Building a Successful Email Newsletter
By Al Bredenberg
Publisher of EmailResults.com
Thinking about starting your own email newsletter?
It's not as easy as it sounds, that is, if you
want to do it successfully. Here are 10 tips
for making it work.
"Starting an e-zine" is widely
touted as one of the best ways to build an
audience on the Internet. Another method that's
often recommended is to write articles and
offer them as free content to e-zine publishers.
In principle, I agree with both of these
recommendations. However, it's getting harder
and harder for an email newsletter to get
noticed because of the constant stream of
new entrants. In addition, busy Net users
and business people are hesitant to sign up
for e-zines, because so many of them are of
poor quality -- mostly made up of badly written
free articles and thinly-disguised sales pitches.
If you're planning on starting an e-zine,
I recommend the following:
1. Think of an e-zine as a way to serve your
audience on the Internet and build a trusting
relationship with them, not as a forum for
pitching your products or services.
2. Choose a clearly-defined and specific
3. Let your first priority be to offer real
value to the reader through good-quality content.
4. Make a clear distinction between editorial
content and advertising in the format of your
5. Build your e-zine list on an opt-in basis
only. Don't sign people up without their permission.
6. Be selective in accepting articles from
outside writers. Prefer to pay money for a
good article rather than to take a bad article
7. Develop a thorough editorial process.
Line-edit every article to eliminate typos,
poor grammar, and vague and confusing passages.
Also, do a good job of content editing, to
make sure that you are publishing coherent,
8. Commit yourself to a regular publishing
9. Exercise patience, recognizing that positive
results may be long in coming.
10. Be prepared to spend time and money to
promote your e-zine and build readership.