Everyone and their brother seem to be getting into ezine (Electronic Magazine, or newsletter) business. Competition for subscribers is getting fierce. Getting subscribers is not too hard. But KEEPING them is a challenge!
Here are five important steps to making your ezine subscribers anticipate, open, and read it every time, rather than looking for delete button or unsubscribe instructions.
1. Spell it out. Let your readers know exactly what they are going to find in each issue right up front. Include an easy to scan Table of Contents as near top of issue as possible. Try to limit any ads or information that precede your ezine Title and table of Contents to one (or less! LOL)
It's no secret that folks are busy. You MUST inform them of what is included in your issue, in a manner that is easy to scan. Of course, this makes wording of your titles extremely important, if you're going to catch their attention and convince them to scroll down and read what you've spelled out for them.
2. Be consistent. Set a format, and stick to it for every issue. Decide on some basic categories for content, and don't make changes very often. Your subscribers will know what to expect in each issue, and be able to find information they have been anticipating.
2. Keep it short. Don't overload each issue. Two or three segments per issue. (as above, repeating same segments in each issue) Don't overwhelm your subscribers with more than they are able to digest, or browse through.
Consider offering one feature article, and one or two other segments, which will all depend on theme of your ezine. You only have their attention for about 5 - 10 seconds after they open your email. You MUST catch their attention in that time, or they'll be gone. And you'll only get a couple of chances. Sometimes, even less. One or two issues of not catching their attention, and they're looking for unsubscription instructions.
3. Pack it full. Just because you offer a short, quick, simple to read ezine, doesn't mean you can't fill it full of great information. There is your challenge! And bottom line to establishing your publication as one that's read and anticipated. What you choose to include in short time that you have their attention, MUST be informational, useful, fresh, inspiring, and entertaining. Write your own articles, if at all possible. If you are not ready for that yet, work at finding content that is full of meat - content that gives reader something to take with him, something you know he can use. There are a lot of article writers out there. Pick and choose carefully - insist on best!