No matter how you name it: email advertising, email marketing campaign, newsletter, ezine. The medium is already worn out.
Overused. Abused. This means you have to make extra efforts to make people get involved with whatever you do for making a
I don't want you to believe I'm one of self made Internet gurus out there. No need to mention I'm not a real Internet
guru either :). I'm just an ordinary Internet user, happy to share some routine experiences and thoughts about editing
newsletters. By all means, know your purpose!
Some newsletter editors think that, if last week I was interested in email marketing, next week I could be interested in
some songs they have just written down after being involved in a 'Release Your Creativity' - like seminar. I know you
probably won't believe me, but it happened just this way. Ok, you online marketing fellow, I may want to hear about your
songs, but don't make them a main topic. I know what I subscribed for, and when I don't find what I expected in message
body, I feel somehow deceived. Think rather community than emailing list
The next paragraphs may seem not to have anything to do with editing newsletters. But instead of lying in your comfortable
shell, headphones on your ears, beautiful posters in your eyesight, trying to produce more and more 'words that sell', what
about a bit of real communication?
Have you ever been told 'it's all in list'? Ever wondered what they mean by that?
The reason you edit your newsletter is (probably & primarily) because you want to sell something. Try to forget sales for a
moment. You are online to give somebody something that he or she could use. You gather in a list persons that have something
in common (including yourself). Maybe they like cars. Or coffee. Or sleeping late. Let them share that with you. The first
step is to encourage feedback. You can create a discussion list and a forum.
I know what usually happens. You create a discussion group, post a topic and wait for opinions to poor in. This may never
happen. It takes time to create a strong community. Many people might subscribe to list just for reading other opinions,
and never post a message. This shouldn't bother you. They are a step closer to you than usual newsletter subscribers.
Remember that in a community, your promotional messages are beeing red as (hopefully) friendly advice. However, they are not
beeing perceived as agressive email ads.
A community is about trust and transparency. Allowing competitors to post messages (as long as they are respecting
netiquette) makes you more credible. Moreover, you can be first person in list to post links towards other