My monthly e-zine, The Direct Response Letter (go to www.bly.com to subscribe or view back issues), is not the most successful or widely read e-zine on the planet. But marketing results and comments from subscribers tell me my simple formula for creating the e-zine – which, including copy and layout, takes me just an hour or two per issue from start to finish – works.
I want to share the formula so you can produce an effective e-zine of your own, sitting at your computer, without hiring a writer or designer, in just a single morning or afternoon. If you want to market your product or service over the Internet, I urge you to distribute a e-zine free to your customers and prospects. There are several reasons to do so.
First, the e-zine lets you keep in touch with your best customers – indeed, with all your customers – at virtually no cost. Because it’s electronic, there’s no printing or postage expense.
Second, by offering potential customers a free subscription to your e-zine, you can capture their e-mail address and add them to your online database. You then can market to these prospects, also at no cost.
Whether you are generating leads or direct sales, there are two ways to sell products and services to your e-zine subscribers. One is to place small online ads in the regular issues. These ads are usually 100 words or so and include a link to a page on your site where the subscriber can read about and order the product. Or, you can send standalone e-mails to your subscribers, again promoting a specific product and with a link to your site.
With a free e-zine, rather than an online newsletter that the reader pays for, people spend just a little time reading it before deleting it. I am sure that most subscribers do not print out the e-zine, take it home and curl up with it on the couch to read. Therefore, I use a quick-reading format designed to let the subscriber read my e-zine online right when he opens it.
My e-zine has five to seven short articles, usually just a few paragraphs each. Every article can be read in less than a minute, so it never takes more than seven minutes to read the whole issue, though I doubt most people do.
I advise against having just a headline and a one-line description of the article with a link to the full text. All this clicking forces your subscribers to do a lot of work to read the articles, and that’s not what they want.
I do not use HTML; my e-zine is text only. This way it is easy and inexpensive to produce. Many readers have told me they like it this way, and that they don’t like HTML e-zines, which look (a) more promotional and less informational and (b) seem to have more to read.
When preparing your text e-zine for distribution, type your copy, in a single column, in Times Roman or another easy-to-read typeface. Column width should be 60 characters, so you can set margins at 20 and 80. However, to ensure the lines come out evenly, you must put a hard carriage return by hitting “return” at the end of each line.
Various services and software programs exist for distributing your e-zine as well as your e-mail marketing messages to your online database. I use and recommend Bulking Pro (www.bulkingpro.com). My frequency is monthly, though occasionally I do a second issue if there is major news that month.
Let me show you specifically how having an e-zine helps bring me business as a freelance copywriter: I recently gave a speech on software direct marketing. It was recorded, so I had audiocassette copies made. In my e-zine, I offered the cassette free to any subscribers involved in software marketing – potential clients for my copywriting services.
Within 24 hours after I distributed the e-zine, we received more than 200 inquiries from marketing managers at software companies requesting the tape, many of whom needed copy written for direct mail and e-mail to promote their software.
By comparison, most copywriters tell me that when they send postal direct mail to a list of prospects, they average a 2 percent response. At that rate, they would have to send 10,000 pieces of mail to generate the 200 leads I got in an hour for free.
Once you build your subscriber list, you have the most valuable asset your business can own: a database of buyers with e-mail addresses and permission to mail to them at any time.