I learned, for about zillionth time in my life, that I am "average". Oh, how I hate to fit in that category. But, if you are a publisher or writer, you are probably trying to reach Mr. or Ms. Average.

I got lumped into "average" this time because I don't read your ezine. Nope, I really don't.

I get hundreds of ezines a week. And I have a life! I actually feel much better about myself having learned that average email reader "reads" just as I do.

The average reader just scans your ezine or wonderful article looking for something of interest to him or her.

I know a lot of us put hard work in to what we write so it makes me feel bad that I have this habit. But, considering volume of emails I receive in a day, it's a matter of self preservation for me.

In order to assuage my guilt trip and do my penance, I wrote this article to tell you what slows MY warp speed scan down to click speed.

1st Time Visitors. Let's face it: first time someone comes to your website, odds are they're going to be leary and not buy from you right away. By giving them chance to subscribe to your newsletter you're actually giving yourself another chance to sell to them down road. Your ezine will give them multiple incentives to visit your site and make a purchase.

Build an Opt In List. There's a reason why off-line marketers have done direct mailings for years: they work. Collecting email addresses of visitors to your website allows you to compile a list of people who want to hear from you. By signing up for your newsletter, you're given permission to market to these people on a regular basis. Your list will become your most precious marketing commodity.

Establishes Trust. The truth is, your site visitors have no idea if you're an upright business person or some mad hacker in a dark basement out to grab their credit card number. By giving them opportunity to subscribe to your ezine you'll be able to establish a "relationship" where your subscribers will come to trust and rely upon you. By providing them with helpful information on a consistent basis you'll become someone they turn to when in need of types of products/services you sell.

Establish Yourself as an Expert. Let's say you're an accountant and I'm considering using your services. How do I know you're any good? Well, if you had been publishing a newsletter with helpful accounting tips and tax saving information all along, you would have established yourself as an expert in my mind.