| |
| |
|
Ezine Publishing Information |
|
|
|
Don't Distract Readers from What They are Doing
I'm working on a report for a company that puts out a newsletter on a monthly basis. Their open rate and clickthrough rate are somewhat above industry averages. But I still wonder if they could do better. Here's what's happening. Their newsletters have a purpose. Each issue promotes various services and provides links to more information on their site. And the writing is excellent. The tone is both personal and informative. The text is engaging, respectful and does a great job of building interest and then providing a clear, descriptive link forward. So what's the problem? The problem is that I think a great deal of their clickthrough is derived not from these links to the services they are selling. I think much of the clickthrough comes from other links on the page. Let me explain. All this great copy is surrounded by dozens of other links and clickable images to other parts of the site, few of which are directly related to the services being promoted. The layout of the newsletter is a little like a web page. At the top and to the left of the first screen of the newsletter, about ten different links shout out for your attention. In other words, the central content of the newsletter is great, but the surrounding elements are hugely distracting. If the purpose of the newsletter is simply to generate as many clickthroughs to the site as possible, regardless of the landing page, then there's no problem. But I don't think this is the case. I think the purpose is to maximize the number of people who click through the links that are within the central content of the newsletter. If I'm right, then they need to do a little redesigning and remove most of the elements that might distract people from the content they want to read. And this is not found only within newsletters. The same problem can be found on many web site pages. You'll be on a second or third-level page, well on your way towards achieving the task you have in mind, and suddenly you'll find your attention being distracted by links, ads and offers unrelated to that task. In short, be clear about your purpose and about what you want your visitors to do at any one point on your site. And ask yourself, if people are just one click away from completing their task, do you really want to distract them by surrounding the central content with other, unrelated links? And if you are publishing a newsletter, do you just want clickthroughs? Or do you want people to click through on the products or services you are highlighting in that particular issue? Be clear about your purpose, and don't allow unrelated elements to create distractions. Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.
MORE RESOURCES:
Google News |
|
|
|
RELATED ARTICLES
Increase Your Website Popularity with 500 Words Are you looking to increase your relevancy in the search engines? You probably have heard that increasing the links to your site has an impact on your listing. But did you know you can do it without waiting, or asking other sites to link to you themselves?If you can write a 500-1000 word article about your business, you can increase your links in 24 hours. Are We Dating or Married? You've convinced me that I want to sign up for your newsletter. Now that I'm ready, what do I do? I go to thesignup box on the current web page and complete the form. Review of Ezine Announcer The most critical piece of software in my article submission arsenal is EzineAnnouncer. I've been using EzineAnnouncer, developed by Jason Potash, for ten months with a great deal of success and just a little aggravation. 10 Valuable Tips For Ezine Publishers 1. Write your own articles. Who Is Your E-zine Really FROM? One morning this past fall, I was going through my e-mail inbox, relentlessly deleting junk mail. As you're likely well aware, many spam messages are made to look like they're from a real person. Write Your Weekly Ezine in 5-Minutes! (or better yet, dont write it at all) How to write your ezine in 5 minutes by legally and ethically stealing other people's articles.. Employee Newsletter Ideas - 7 Creative Ideas for Your Employee Newsletter Employee newsletters are an effective tool to communicate with your employees. Here are 7 employee newsletter ideas. Covering All The Bases: How to Make Sure Your Newsletter Gets Opened and Read It's not enough to prepare and distribute a monthly newsletter, one that offers information of genuine value to your market. You also have to make sure your newsletter gets opened and read! Covering letters provide reasons for recipients to open, download and read your newsletter each month. 10 Ways, How To Get Significant Exposure For Free Ezine are one of the best source of information on the web today. They are generally free and can make a huge impact marketing success if used correctly. Internet Marketing Idea: Publish an Ezine Chances are if you surf the net much you have noticed that almost every website offers a free newsletter or ezine in some form or other. Wonder why someone would go to so much trouble to publish a newsletter and offer it for free? The answer is because it is a brilliant Internet marketing idea. What Makes An Ezine Worth Reading? What makes your ezine hot stuff? With literally thousands of ezines online today, how can yours stand out or is it doomed to stay in the junk mail folders??The first thing to think about is, what is your ezine about? Do you have a clue? If you don't know then you can bet a million dollars that your readers haven't the slightest idea what you are talking about.Define what your purpose is in the first place. Who Should Offer an Ezine? If you are a professional, consultant, coach, speaker, seminar leader, author or small business person, you need to develop and offer one of the most powerful Online marketing tools around-the eNewsletter, otherwise known as the ezine. Your ezine's purpose is two-fold: 1 - It should give your clients and potential product buyers something that benefits them-tips, feature articles, resources and special offers. Why Dont My Subscribers Listen to Me? I received a very good question from a subscriber and I wanted to share it with you:"I have almost 500 people sigend up to receive my newsletter but each time I send it 8-9 open it and 1 =3 click onto the website. Now what do I do?"Honestly, there could a lot of factors involved in the low open rate. Are You Getting The Most Out Of Your Ezine? There are two reasons to publish an ezine. 1. 5 Essential Online Tools for Writers and Publishers Writing a newsletter or article can be very time consuming.First, you have to create your content. Does Your Business Need a Newsletter? Have you ever thought about it?If you don't have a business newsletter yet, have you ever thought of the importance of having one?Why is it so vital to one's healthy business dealings?Let's explore some important factors even if you do have a newsletter.If you are not yet using a newsletter as a part of your marketing efforts, then you are missing out on new potential and already existing customers becoming valuable long-term buyers. 3 Money-Making Reasons for Displaying Your Newsletters on Your Website Seeing is believing. Unless your website visitors can experience your newsletter and appreciate its value, they're unlikely to join your opt-in, email list. Why Self-Publish Your Book? When I meet an author with a great book concept, one who's definitely the right person to write that book, right away I'll often encourage him or her to self-publish. This is because I know that, if an author is thoroughly invested in what they have to say, and if they're determined to create a buzz about their message, they'll discover . Your E-zine Promotion Checklist While there are seemingly endless ways to promote your e-zine and attract new subscribers, here's a list of my favorite 15. Which ones are YOU using?Print this out and check those you already do, and note those you should "get a move on. Newsletter Formatting Formatting your text newsletter correctly can make a failure into a success! Learn how to do it, and why.Why using a text newsletter?Sending an email (newsletter) in text format instead of word or html format will allow everyone on the internet to read it.
|
| Article List | Index | Site Map |
|
All logos, trademarks and articles on this site are property and copyright of their respective owner(s).
The comments are property of their posters, all the rest is Copyright © 2006 CanadaSEEK.com - All Rights Reserved. |