Dear ,

 

Is it just me, or did summer sneak up on us this year?

 

Technically, we've got a few weeks to go, but here in the New York area, it's officially summer. Hamptons season has arrived, along with high heat and humidity. Not a bad time to be in the city, as long as you can limit your time in the subways...

 

Business often slows down in the summertime since it's high vacation season. This phenomenon makes the next few months a great time for planning: How are those mid-year goals coming along? What's working and what isn't?

 

If you're thinking of adding an e-zine to your marketing mix--or if you're trying to increase the response of an existing e-zine--this article is for you.

 

And if it isn't, let me know what you'd like to see, and I'll do my best to accommodate you.

 

Stay cool.

 

M.

 

 

5 Tips for E-Zines that Get Read

 

E-newsletters have become as ubiquitous as, well, spam. And because not all newsletter publishers follow proper e-zine etiquette, many people see these emails as just that: unsolicited junk mail.

Because e-newsletters are getting such a bad rap, many people question whether they should add their own e-pubs to overflowing inboxes. It's a legitimate concern, one that brings to mind a saying by a wise woman I never had the pleasure of meeting:

"It's always crowded at the bottom, but there's plenty of room at the top."

Email offers one of the most cost-efficient, trackable marketing methods available. In addition to the lightning-fast delivery times, email campaigns cost pennies per impression, and the potential return on investment is huge.

So how do you make your e-zine one that actually gets read?

Try following this sweet formula. Use SUGAR to keep your e-newsletters...

• Short. Your readers don't have time to waste. Even if you give rock-solid information, they probably won't spend more than a minute or two to get it.

• Useful. Make that short window of opportunity count. Give specific, actionable tips that will help your audience meet their goals.

• Generous. Don't worry that readers will "take the information and run." You offer far more expertise than someone could possibly absorb in your quick e-zine. Give freely, and the universe will give back.

• Audience-focused. Don't lose sight of your reader and her goals. Make sure your message appeals to her--or she'll stop reading.

• Regular. A successful e-zine establishes a relationship with readers. Part of that relationship relies on trust and dependability. You need to deliver the goods when you say you will. E-zines should come out at least monthly.

Once you decide to add your own e-newsletter to the electronic universe, test different approaches and article types. Find out what your audience wants, and give it to them.

 

An e-zine offers an opportunity to stay in touch and help your readers. The more value you bring to your audience, the more successful your e-newsletter and your business will be.