Moving on, another good practice to follow is to respect your readers’ time and not flood them with plenty of emails and exceedingly long articles. Keep them short and snappy, which will be appreciated. Pre-determine how often you should publish your Ezine and study the behavior of your readers and how your competitors deal with it.
Timeliness is of great significance. You must be consistent with the frequency of your Ezine. If your Ezine is published every fortnight, it should be published so without fail. No exceptions to that rule. You must understand that your readers will be pleased about your regularity and consistency. If you miss an issue, you loose your standing! Out of sight, out of mind is a maxim you should plaster on the walls of your workplace.
Don’t forget to assess your progress on a regular interval. You should evaluate the number of subscribers to your Ezine and find out how many people have opted to discontinue their membership and how many are actual recipients of your Ezine. If you have an interactive Ezine or an Ezine that encourages participation from its readers, you can also determine how many of your readers are active members of your Ezine community.
Do understand that frequent changes to your Ezine will look unprofessional. Do not go overboard in changing the look, tone and content of your Ezine constantly.
1.5 Formatting your Ezine
Getting a great idea to start an Ezine is one thing; to actually create one and format it is totally different. You have to strictly follow the norms and not deter from your pre-set format, otherwise you risk your consistency in the eyes of your readers.
The following are some of the important features you need to keep in mind while formatting your Ezine:
Subject Line
The subject line is very important as this is the first thing that will catch your reader’s eyes when your Ezine is delivered in their inbox. If a reader subscribes for your Ezine it does not necessarily mean that he/she will read all the issues of it without fail. Your subject of choice should be catchy, brief and relevant.
It should not be flashy or misleading; otherwise it may be deemed as a cheap marketing gimmick. Let’s say that your Ezine is targeted at contemporary young urban women between the age group of 25-40. Don’t use a juvenile subject line such as ‘Funky tips for funky babes’! A better option is ‘For today’s woman of substance’.
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