A Little Secret To Increase Your Returns When Ezine Advertising!
Posted on August 18, 2000
by Duncan Carver
I would like to share a little secret with you that will help to
maximize your return when advertising in ezines. While ezine
advertising is one of the most effective and affordable ways to
advertise online, if you're not using this technique, then you're
not maximizing your returns.
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That little secret is, drum roll please... to capture readers
email addresses directly from the ad itself. Why would you want
to do this? It's simple really and I'll get right to the point.
If you place your website address in the ezine ad, then a
prospect that responds to your ad will logically have to click
through to your web site for more information.
Advantages = You gain a web site visitor, POSSIBLY a new lead or
an ezine subscriber, and if you're really good, a sale :-)
Disadvantages = While a visitor may click through to your site,
there are any number of reasons that might stop them from performing
the action you would like them to take. Your server might be down
(unlikely but possible). You might loose the visitor straight away
if they click on a banner or text link that points to another
site. A simple aspect of your overall presentation might
immediately repel them for reasons unknown. If the link you
include in your ad doesn't take them directly to further
information about your offer, then you run the risk of them
losing interest in surfing your site, in order to find it in a
bunch of other information. After all, Internet surfers are a
hurried breed of cybernaughts. The list goes on...
BUT if you place your email address, or rather the address to an
autoresponder in the ad, then not only can you deliver the
information to the prospect immediately, but you've already
captured their email address for additional follow up.
Advantages = You're guaranteed to get the email addresses of all
interested readers, who otherwise might have visited your site
and then failed to perform the desired task. You can take your
time to properly introduce yourself and develop greater trust in
your new lead. You can automatically introduce them to your web
site, your ezine, your product or service etc in a continuous
series of pre-determined emails. You've got an easy and
affordable way to track your ad response rates, just check how
many people requested your autoresponder. Your new lead has
already received their first email from you and will be more
receptive to any follow up emails you send. After all, the
benefits of regularly mailing to your email list can be summed up
in three simple words...
... profit, profit, profit!
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UNLESS you bombard them with a continuous series of ads that is,
and not valuable relationship building material. The list goes
Disadvantages = Your autoresponders server may be down (unlikely
but possible). If you don't have a good series of follow up
messages prepared, then you may loose that desired response.
Really there aren't all that many disadvantages to this technique
and the results of a recent series of tests I conducted show
I selected two ezines with very similar subscription bases (the
difference was negligible in terms of testing) and of the same
target market. The desired response that I wanted to achieve was
to get prospects to subscribe to our daily ezine. In one ad I
included an email address to an autoresponder and in the other a
link to the web site. It turned out that 275 people requested the
information through the autoresponder and in turn I converted
230 of those into ezine subscribers. That's a whooping 83.63%
conversion ratio. The number of people who responded to the
second ad was 265 and of those, 142 people subscribed to our
ezine. That's a 53.58% conversion ratio.
The results showed that the autoresponder technique was producing
far better results, and in a series of continued tests, it
always came out on top.
Try this method the next time you place an ezine ad and you'll
see the results. You can pick up a free autoresponder at
http://www.getresponse.com if you don't already have one.
I'll also leave you with an additional tip before I depart. If
you want to maximize your return to its fullest potential using
the autoresponder technique, then deliver QUALITY information
and / or incentives in EVERY follow up message that you create.
By proving your new prospects with quality information or
resources, you'll be developing further trust with every message
you send, and your prospects will be more inclined to perform
the desired tasks.
Duncan Carver is the CEO of Internet Marketing Innovation Ltd. A
Company dedicated to providing innovative and affordable marketing
solutions. Visit his web site http://www.onlinemarketingtoday.com
for hundreds of free articles written by some of the most
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