E-Zine (eNewsletter) Marketing
E-zines (pronounced e-zeens) are email newsletters. Fanzines were magazines "devoted exclusively to publishing original stories of scientific-based fiction." 13 "The word 'zine' evolved not from the word 'magazine,' but from the word 'fanzine,' a term that dates back to the science fiction fanzines of the '30s and '40s."
|Creating a Proprietary E-zine
Proprietary e-zines gives the owner, or creator, the expert status and the direct link to the readers. E-zines are best in client retention plans and consumer prospecting. Internally, this tool can be used to keep employees up-to-date on the latest company news, human resource changes/needs, company events, etc.
There are many content comcepts for this marketing tool, including; but not limited to:
- "Tips List
- In-depth Reviews
- Question and Answers
- Guest columnist
- Classified Ads
- Contests" 14
Save time and money by using someone's existing e-zines. Do some market analysis to find the e-zines whose reach includes the same target audience as yours. Either by purchasing ad space or submitting articles to an existing e-zine will get you the desired recognition and communicate a concept without building a database of subscribers.
- Purchasing Ad Space
Cost for purchasing ad space varies from e-zine to e-zine. A sample ad rate could be, "$18/CPM (cost per thousand) for 750 to 999k impressions with a one month run." 15 David Halprin, a senior analyst at eMarketer, figures the average CPM to be $14 than to $33. 16
- Submitting Articles
Submitting innovative articles to existing e-zines is the cheapest route and fastest way to gain an "expert" status in email marketing. The e-zine, itself, has gained the confidence of the readers. E-zines are always looking for new concepts and fresh material. There is a typically no cost to submit to e-zines. Drawbacks: For tight niche markets, existing e-zines with a quality audience are difficult to find. Solution: If there are no existing e-zines and time and resources are available, create one (see Creating a Proprietary E-zine above).
13 Friedman, R.Seth, The Factsheet Five Zine Reader
14 List-Universe.com, 13E-Zinez.com - The Handbook of Ezine Publishing
15 INT Media Group, Sample Ad Rate Guide
16 Halprin, David, What Is the Real Average CPM