Email marketing by means of an ezine can be a powerful way to achieve your marketing goals. However, it needs to be done correctly. Beginning email marketers commit a number of common mistakes that lead to an ezine’s failure. Some of these mistakes include:
1) Sending out promotions rather than information
Ezines should aim to build long-lasting relationships with subscribers over time, thereby building trust and confidence. For this reason, it is inappropriate to design your email marketing campaign for the sole purpose of selling a product or service. For example, if your online business is engaged in selling ergonomic office chairs then focus on providing content related to back strain and how to avoid it. By doing so you will be able to spark interest on the topic and allow them to see the benefits of your offerings. They will see you as the expert in your field and eventually lead to a positive action (i.e., buying an ergonomic office chair from your online business).
2) Focusing on the online business and not on the subscribers
When running an ezine campaign, provide relevant content that’s written in a way that allows your subscribers to see the value of your emails. Don’t focus on your offerings or your online business. You need to show not what your online business can do but what your subscribers can gain from it. Rather than sending out announcements regarding your online business, focus your content on news surrounding your niche. In the case of the ergonomic office chair, sending out new studies on back strain or related topics would be better than sending out information on new chair arrivals. By providing relevant content in a timely manner subscribers are more likely to be loyal to your ezine.
3) Making it hard to opt out
Some email marketers still think that the success of their ezine is driven mainly by the number of subscribers so they make it difficult to unsubscribe — or opt out. In email marketing the quality of subscribers is much more important than the quantity. Making it difficult for people to unsubscribe can potentially lead to disaster. Apart from alienating and annoying potential customers, you will not be able to track the results of your email marketing efforts properly. By allowing people to easily unsubscribe, you don’t risk your reputation among your target audience and you get to achieve optimum response rates.
It is perfectly understandable for you to want to make the most out of your email marketing efforts right away, but don’t let that allow you to defeat its entire purpose. You need to realize that it takes awhile for an ezine campaign to produce optimum results. To keep you on the right track, avoid these mistakes when running your ezine campaign.