The Biggest Mistakes Ezine Publishers Make

The herd is getting bigger and bigger by the day. Somebody says, “build a list” and the newbie runs like a madman to put together an ezine for their subscribers. What better way to get people to buy your products than to give them a newsletter to read on a regular basis? Problem is, many of these newbies have absolutely NO clue what they’re doing. Ultimately, their ezine turns into a total disaster. Maybe you’re one of them. Well, in either case, this article is going to cover the biggest mistakes that ezine publishers make. Hopefully, you’ll be able to identify any that YOU may be making as well. Keep reading to find out what they are.

At the top of the list is the actual targeting process used in building the list in the first place. Too many people go too broad. For example, they’ll create a list in the health niche that is a general good health list. On the surface, this would seem like a good idea as you’ll probably get more people onto your list this way. But think about it. What are the chances that these people are going to have many things in common? What can you possibly write that is going to appeal to all of them? That’s mistake number one.

Another big mistake is putting too much stock in limited feedback. An ezine publisher will get one or two emails from subscribers stating that you email them too much, or the emails are too long, or whatever, and suddenly you’re changing your entire ezine structure based on a couple of emails. Do you honestly believe that these two people speak for your whole list? Unless your list is two people long, no, it doesn’t. And even if it is two people long, it’s still too small a sample size to make any decisions on. The next eight people you sign up may have no problems with the frequency of your emails or the length of the content.

Another mistake ezine publishers make is assuming that everybody on their list is going to like one format for the newsletter such as either HTML, text, or web based. The only way to find out which format works best for YOUR list is to offer multiple formats and track the number of people who use each one. Then you’ll be able to determine which format or formats to use from that point on. You may find that all formats are equally split and you’ll want to use them all. But the only way to find out is to put them all out there.

Finally, and this may be the biggest mistake of all, is listening to other marketers as far as how often you should make a product pitch in your ezine. Some will say you should pitch in every issue. Others will say that you should only pitch once in a while. The only way you’re going to know what works for YOUR list is to test this out for yourself.

In future installments on this subject, I’m going to share some ezine publishing tips that I’ve found work for me. Naturally, you will want to test these for yourself as there are really NO absolutes in this business. Anybody who tells you differently is selling you a bill of goods.

To YOUR Success,

Steven Wagenheim
Want to learn everything I’ve learned about ezine publishing and email marketing in my many years of marketing online? Visit my site at http://www.stevewagenheim.com/emailmarketing/index.html

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