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e-Zines Not Ideal For All Clients - Copywriting
Guru Asks If e-Zines Are More Than Just ‘Inbox White Noise’
Boca Raton,
FL --- Whether or not you should be
marketing your company with one of those
helpful, tip-filled e-zines depends on the
industry you’re in, says Get It In Writing,
Inc.’s (GIIW) President, Allison Nazarian.
The South Florida-based
marketing communications expert finds herself advising many
clients lately on when e-zines (also known as ‘e-newsletters’)
makes sense -- and when or if it just creates the dreaded
disconnect by adding to Inbox clutter.
In an industry with a low-tech audience, e-zines will not make
sense because of the readership’s limited e-mail access during
business hours. Nazarian knows of a manufacturing company with
2,000 distributors, most of whom either don’t have e-mail
accounts or share e-mail accounts with up to 10 others in a
small office. On the flip side, these same distributors work
with architects, who are tech-savvy and enjoy getting their
information via the e-zine channel.
One New York Times best-selling author refuses to trade his
paper-based, snail-mailed newsletters for e-Zines. He is
reaching an audience that loves to read, and his fans feel
special when they receive the quarterly printed paper
newsletters. Even better, he can easily sort his database of zip
codes and do postcard mailings to fans in a specific city where
he’s doing a book publicity tour.
Assuming that your audience is appropriate for e-zines, how do
you know if your readers are enjoying it? According to Nazarian,
it’s fairly obvious once you ask yourself these questions:
-
Am I getting any reader feedback after my newsletter goes out?
-
Are my readers using or purchasing products or services that I
recommend in my e-zine?
-
How does my “subscribe me” list stack up against my
“unsubscribe me” list?
-
Am I getting any response to my surveys? (And by the way,
Nazarian recommends that e-Zine editors should be doing
contests and surveys to engage readers.)
In short, your e-zine does have
the potential to deliver relevant information to a hungry
audience – the quality of the copywriting will dictate whether
it ultimately bores the audience with transparent self-promotion
or incites it to buy, buy, buy. Either way, it’s sure to make a
positive lasting impression.
About Get It In Writing, Inc: Since 2001, Get It In
Writing, Inc. has been a leader in developing the messages,
words and ideas of business communications. The firm, which has
built a solid reputation as a trusted and indispensable resource
for professionals in marketing, advertising, sales, graphic
design, web development, public relations and branding, helps
clients harness the power of words to communicate, sell, inform,
educate and publicize. For information, free resources and/or to
buy services online, visit
www.GetItInWriting.biz.
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