Just like regular print newsletters, you need to employ direct response marketing to market your Ezine effectively. This means that you have to spend all your advertising money on media where you can measure the response that you receive. You can use tele-marketing, Internet marketing, paper/electronic media and so on to advertise your Ezine. Use these strategies on trial and error methods to find out the right combination of marketing for your Ezine that can help you build your subscribers’ base for paid ezines.
3.1.4 Built-in product strategy
When you try and market your paid Ezine just as an informative newsletter, it does not really attract the attention of your readers. Not many people want to spend money on just ‘information’. But when you guise your Ezine as a part of the full package, then it clicks. For example, you can offer your readers premium package where in with a few dollars every month, they can get the entire Ezine, special reports and the opportunity to ask questions to the experts. This will catch their fancy as you are giving them something extra apart from the basic ‘information’.
You can divide your Ezine into different sections and access to a particular section such as archives or back issues, articles written by experts can be offered to premium members to choose to pay for that. You can also create different packages or you can have different fees set-up for different reports or articles. It may very well be that your paid Ezine will probably not get a lot of new customers, but your existing customers will chose to renew or upgrade their membership and hence you can get profits.
3.1.5 Put it all together effectively!
When you move from publishing free Ezine to creating and selling paid Ezine newsletters, you have to realize that you are changing your entire operational structure. There are so many new additions to your system namely managing paid customers, charging their credit cards, generating invoices and billing issues, refunds and cancellations, providing discounts and incentives, and so on.
Make sure that there are no hitches in this part of your operation as you are dealing with people’s money and things can get dirty if you make even one mistake. For instance, you would have to set up an extremely safe and secure payment system. You will need to ensure that you integrate this with your existing system so that you can ensure effective customer service. All the technical and creative aspects should work in harmony with each other.
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