| A good question. In my opinion, there are definitely | | | | Express email software. You run into too many |
| pros and cons to writing regular e-newsletters. I | | | | potential troubles going this route: |
| thought I'd start with that and then move to more | | | | * Spam filters detecting the newsletter is sent from |
| specifics on "how" for those that feel the "pro" | | | | a local client email application, blocking out your |
| column makes it worthwhile... | | | | personal email address. You will then be labeled as a |
| PROS | | | | spammer and your personal email address is banned |
| - Newsletter subscribers aren't necessarily customers; | | | | from sending out ANY emails to ISP's that have you |
| therefore, this is a way to convert them from a | | | | on their spam list. |
| subscriber to a customer. | | | | * Has the potential to look unprofessional and |
| - Subscribers can assist you in what is called "viral | | | | amateur |
| marketing" by simply forwarding your newsletter to a | | | | * Hard to manage subscribes/unsubscribes |
| friend who then either becomes another subscriber | | | | * Hard for those receiving your newsletter to |
| and/or a customer. | | | | unsubscribe "safely" without potentially hurting your |
| - A way to keep in touch with past clients so they | | | | feelings. |
| don't forget about you and will be more likely to | | | | - Not recommended: Using a third party email address |
| refer you to a friend. | | | | such as Hotmail, Yahoo or AOL. Pretty much for the |
| - A way to build your credibility and position you and | | | | same reasons above - it's jut not a good idea. Period. |
| your business as an industry expert. | | | | Now for the Recommended Solutions |
| - A way to convert skeptics into customers by | | | | 1. Using a third party e-newsletter processing system. |
| sharing your expertise. E-newsletters are a great | | | | These outfits are in the business of storing and |
| way to build and maintain trusting relationships with | | | | managing your newsletter subscribers as well as |
| past, present and potential customers. | | | | sending out your newsletters and keeping track of |
| - A way to get published in print media or other | | | | their stats such as how many were opened, what |
| on-line resources which helps promote your business | | | | percentage clicked on a link, what percentage (and |
| and your website. | | | | who) bounced etc. Here are a few to research: |
| - A way to drive traffic to your website through | | | | * Vertical Response: I know of several people that |
| special offers. | | | | use this system and it works great for them. You |
| - Improving your search engine rankings by posting | | | | can open an account for free and only "pay as you |
| your e-newsletter archives on your website. This | | | | use". Great for smaller lists but it does get expensive |
| adds more content to your site and gives search | | | | if you send newsletters often and if you have a |
| engines more content to pick up. | | | | larger list (into the thousands). |
| - Traditionally get a higher response rate than | | | | * Constant Contact: Another resource that I know is |
| through print newsletter campaigns. | | | | used often. Here, you pay a regular monthly fee - |
| CONS | | | | whether you send out an e-newsletter or not. The |
| - Time consuming to write - especially for those not | | | | fee depends on how many email addresses are in |
| used to writing | | | | your subscription base, but seems fairly reasonable. |
| - Time consuming if research needs to be done | | | | Great for larger lists and for those intending on |
| - Added pressure to your already-busy schedule to | | | | sending weekly or bi-weekly newsletters. |
| write and deliver a regularly scheduled newsletter. | | | | * Get Response: Here you can subscribe to different |
| - Potential to turn away readers and new clients if | | | | levels and it is all a per-month fee. The more you |
| the newsletter is not well written, boring, all | | | | "pre pay" the more of a monthly discount you |
| promotional with no valuable content, contains | | | | receive. This system takes up to 10,000 email |
| incorrect information, or if sent to those that did not | | | | addresses (you pay extra for more than that) and |
| agree to receive them (more on that later). | | | | you could pay as little as $12.17(US) per month if you |
| - Not all newsletters reach their intended audience - | | | | pay for a year in advance. Send as many campaigns |
| spam filters can prevent them from going to the | | | | per month as you like all for the same monthly rate. |
| in-box to begin with. Also, people are busy these | | | | Take the tour for all the other features they offer |
| days and may not get around to reading your | | | | such as auto responders, which is very handy. |
| newsletters as hoped. | | | | * AWeber: AWeber offers several bells and whistles |
| What Do I Write About? | | | | for a starting price of $19 US a month. Features |
| Simple, write about what you know. Share your | | | | include: Email Newsletters, Website Signup Forms, |
| expertise on what you know about your industry. | | | | Autoresponders, Unlimited Campaigns, HTML Email |
| You want to provide information that is of value to | | | | Templates, Email Deliverability, Blog Newsletters, Email |
| your subscribers and not make it all just about selling | | | | Web Analytics, Subscriber Management, and Expert |
| your wares. End each newsletter with an invite to | | | | Customer Support. |
| visit your website and read more about what you do | | | | 2. Using a software Application. This solution is not |
| and offer. If you still aren't sure - let me help you in | | | | run by a third party - it is a software package that is |
| finding your niche topic: | | | | installed either on your personal computer or on your |
| HOW TO PUBLISH AN ENEWSLETTER/EZINE THAT | | | | website server. (I recommend that you stick with |
| MAKES YOU M0NEY | | | | software that is installed on a server for various |
| This FREE Special Report tells you how! Learn how to | | | | reasons). Here, you only pay a one-time fee to |
| publish a simpleezine that will boost your business, | | | | purchase the software and avoid the monthly or |
| make you famous, and grow amassive mailing list you | | | | pay-per-use fees. The downfall is you may also lose |
| can market to over and over. | | | | tech support and have to deal with software |
| Click for more information | | | | upgrade fees down the road. |
| How Often Do I Write? | | | | 3. ListPHP: This is an open-source software (a.k.a. |
| This is up to your comfort level - as long as it is | | | | free) that would need to be installed and setup on |
| regular so people can get used to the pattern you | | | | your web server. The bonus is that there's no cost |
| have established. Options include monthly, weekly, | | | | to use, no matter how often or how many emails |
| bi-monthly, quarterly, or every six months etc. You | | | | you have in your list. The downfall is that you will |
| need to consider what you will be writing about and | | | | have to pay for your installation and tech support |
| how well it will be received. You don't want to annoy | | | | and it has limited bells and whistles - but does |
| your subscribers by sending too many newsletters | | | | function nicely. Alternatively, you can find a web host |
| just like you don't want to annoy them by not | | | | provider that will do the installation and tech support |
| sending enough! If you're unsure - why don't you poll | | | | and you'll pay them a monthly fee depending on how |
| your current customers and ask how often they'd | | | | many emails are in your list. |
| like to hear from you given the kind of information | | | | Anti Spam laws and what you need to know |
| you will be providing? | | | | Do you know that it is against the law to add |
| How do I get the subscribers? | | | | someone to your e-newsletter database (list) without |
| Once you've got a newsletter system set up | | | | getting their permission first? In Canada, this |
| (described next) you will want to put a subscription | | | | legislation is called PIPEDA (Personal Information |
| form on your website - this will take care of new | | | | Protection and Electronic Documents Act). |
| subscribers that sign up. For those that have | | | | "PIPEDA is a consent-based Act, meaning that you |
| hundreds of email addresses in your contact list, you | | | | must have consent to collect, use or disclose |
| could send them a one-time-only email letting them | | | | information. The Privacy Act is authority-based, |
| know you are setting up a regular e-newsletter and | | | | meaning that you must ensure that you have the |
| invite them to sign up by directing them to your | | | | legal authority to collect, use or disclose |
| website to register. (Remember it's against our | | | | information."tbs-sct.gc.ca/pgol-pged/piatp-pfefvp |
| privacy laws to automatically add someone to a | | | | course1/mod2/mod2-3_e.asp |
| newsletter list without getting their permission first | | | | In the states, these laws are very similar called |
| unless they are an existing customer. | | | | CAN-SPAM: spamlaws.com/federal/can-spam.shtml. |
| How Do I Send Them? | | | | As with most topics dealing with the promotion of |
| This is where you need to do some research to find | | | | your business (and subsequently your website), there |
| the best solution that works for you and your | | | | is so much information that can be given that it's |
| budget. I'll list some suggestions, some better than | | | | impossible to cover everything. I hope that I have |
| others, but by no means is this list an exhaustive one: | | | | provided enough for you to get a fairly good |
| - Not recommended: Using your Outlook or Outlook | | | | understanding e-newsletters. |