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E-Marketing of Subscription Products

 E-Marketing checkup for newsletters

Following are the top 8 methods of marketing subscription newsletters on the Internet. They are listed in order of effectiveness for most B-to-B publications, although there can still be a wide variance in different markets. Consumer newsletters will find this list of value, but with (probably) some major changes in order.

  1. A. Are you collecting the biggest-possible qualified "house list" of prospects?

  • Methods of collecting it
    • Free e-zine
    • Free blog
    • Free mini-course
    • Free report
    • Other
  • What are the tactics that work best – RIGHT NOW! – on the Internet?
  • What must you do to comply with the CAN-SPAM act?

  1. B. What’s the best way to sell to your house list?

  • Frequency
  • Type of promotion
  • Content in promotions
    • Length
    • Division of responsibilities between e-mail & landing page

  1. Are you using the best sales structure for your publication & industry?

  • A 2-step process first tries to get website visitors to sign up for something free or to buy something OTHER THAN your newsletter. Only in step 2 (or even step 3) do you try to sell the newsletter.
  • Frequently a 2-step or 3-step sales structures work best for B-to-B newsletters
  • Consumer newsletters are usually best served with a 1-step or 2-step sales structure
  • Do you know how to offer a lower "introductory rate" to new visitors -- without annoying your current subscribers?

  1. Are you maximizing the benefit from search-engine ads?

  • Which search engines should you use
  • Sources that can provide LOTS of additional keywords that might work
  • Are you using misspellings (Note: Doing so doesn’t assume stupidity on your customers’ part, just impatience in their typing!)
  • What kind of copy works best on Google? On Overture? Other?
  • Are you using multiple landing pages to increase sales?

  1. Search-engine optimization

  • Some web surfers never even look at search engine ads
  • What can you do yourself?
    • What’s your links policy?
    • Should you develop a links directory?
    • How can you pick the best names for your URLs and site pages
  • Who are the best outside companies to use for SEO?

  1. How's your affiliate program?

  • How competitive is your offer?
  • How do you solicit affiliates?
  • How do you support your affiliates?
  • Are there joint ventures you should be doing?

  1. Ads in e-zines

  • The best content for results
  • Which ads should you buy?

  1. Banner ads

  • What’s working and what isn’t
  • What kind of response rates can you expect?

  1. Rented e-mail lists

  • Where this can pay off – and where it may be a 100% loss of money
  • Steps you MUST take to protect your business when you rent e-mail lists

 Past e-marketing projects of The Newsletter Group:

  • Determine the optimal prospect name collection procedure for a B2B newsletter, then set it up -- including the strategy, the copy, and the suppliers for automatic handling of its fulfillment.
  • Design a template for a year's worth of an emarketing campaign to prospects
  • Set up an e-book sales program, including design, fulfillment, copy, and suppliers
  • Set up a Pay-Per-Click (PPC) ad program
  • Review an in-place PPC ad program to make it much more profitable

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