e-Zines Not Ideal For All Clients
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 Allison Media Group, 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 Allison Media Group, Inc: Since 2001, Allison Media Group, 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.
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