There are all kinds of different ways that you can market your business online, and one of the best is ezine advertising. For the sake of this article we will define an ezine as any publication that is delivered to the subscriber’s computer on a regular basis. The success of your promotion in an ezine will depend on a number of factors. Here are some things that will help you to make the most of your marketing efforts.
The first thing you need to do is some research. This is broken down into two steps. Step one is to find as many ezines as you can that are related to whatever it is you are promoting. Remember to include publications that may be ideal for cross promotion, too. For example, if you sell accessories for recreational vehicles, then you would want to look at any RV newsletters, as well as those that are related to domestic travel, retirement, and campgrounds. The bigger your initial list, the better.
The second step in researching is to find out what you can about each of the ezines on your list. At the bare minimum you should know the number of subscribers, typical open and click-through rate, and what all of their advertising options are. If you can’t find any contact information, or you don’t get a response from them, then move on to other ezines that are more willing to work directly with advertisers.
Once you have all of this information, you should be able to start narrowing your list down to the ones that look best for you. However, you are not ready to purchase any ad space quite yet. At this point you should subscribe to any of the ezines you’re interested in. This will give you an idea of how often they send their ezine, and how often they send other promotional messages. If they publish once a month, but send out “special offers” two times a day, then your message will only get lost in the shuffle. Subscribing will also give you a better feel for what the ezine is really about. You can also look over any archived copies of the ezine that are available.
Remember that your reputation will be tied in directly to that of the ezine, and vice-versa. Therefore you need to choose wisely. At the same time, be aware that many publications will take some time before approving your ad. If this happens, you should take it as a positive sign as it shows they care about the content they send to their subscribers.
By now you should have a good idea of where you want to start your ezine advertising campaign. You will have to decide which type of ad is the best for you. Generally speaking, a solo ad will give you the highest return. A solo ad is a special mailing that contains nothing but your ad. After that, the best option is typically an ad spot nearest the top in a regular issue of the newsletter.