Niche Your Niche Magazine’s eNewsletters For New Revenue Streams



Target niches within your niche with these winning newsletter strategies.

Many niche magazines publish one editorial-focused newsletter, but there are other newsletter opportunities out there. Brainstorm how you can niche your niche even further for your readers.  These super-niched out newsletters can create new revenue streams with additional advertising dollars. Experiment to find the right line-up of e-newsletter products that work for you.

Try these to get started:

Create product-specific newsletters: Build a product-specific newsletter that reaches out to your niche. For example: An e-newsletter all about saddles for an equestrian magazine, or all about boats for a fishing magazine. Get very specific. In the B2B space, focus on industry specific topics like legal, technology or professional services. [Read more…]

E-Newsletter Layout: Three Things that Should Appear in the Preview Pane View



By Jeanne Jennings
Consultant, Email Marketing Strategy (
www.JeanneJennings.com)

I’m not a designer – but whenever I develop an e-newsletter strategy for a client I always include a wireframe. I’m not so concerned about the colors and images they use; I’m more concerned about the placement of content, especially in the preview pane view.

The preview pane view is your prime real estate. It can be the difference between engaging recipients to read your newsletter – and having them move on without even looking.

According to Marketing Sherpa, over 80% of business people and more than 50% of consumers turn on the “reading pane” or “preview pane” in their email client. The majority, over 75%, are using a horizontal, rather than a vertical preview pane. Here’s what a horizontal reading pane looks like in Outlook:

There’s one more statistic you need to take into account when thinking about your preview pane – image blocking. Again from MarketingSherpa, only 33% of those surveyed have images turned on by default. Most email clients block images by default – here’s an example of what this newsletter looks like in the preview pane with images blocked:

Do you know what your email newsletter looks like with images blocked? You should. Many companies use a large “hero image” at the top of their e-newsletters. This plays well on a Website, but not so well in email. With images blocked all your recipients will see is a box with a small red “x.”

Alt tags, which are a good idea, aren’t an answer to this. Many emails clients (including Outlook, you can see it here) put copy next to the red “X” to explain why the image isn’t appearing. Your alt tag will appear in the same text as this message – just after it. It gets lost in the mix. Better to design your e-newsletter so that, even with images blocked, there is content here to engage readers.

Here are three things that should appear in the preview pane view of your email newsletter:

1.    Branding

Most companies do include their logo at the top of their email newsletters. That’s good. But you need to also include your brand name in rich text format, so that if images are blocked people can still see that it’s from you.

In the example above, the church is featured prominently in the newsletter’s name (“Greetings from Grace”). In addition, we include it, along with contact information, in smaller type below the headline.

In this instance we’ve also included full contact information, since the church is primarily a brick-and-mortar (not an online) institution. For most of my primarily online clients this information would not be here.

In an admittedly unscientific study of 20 email newsletters that are currently in my inbox (I omitted those from organizations that are my clients), only 35% had non-image branding in the reading pane. This is so simple – and yet so often overlooked.

2.    Benefit-oriented Headline Specific to this Issue

Give the reader a reason to read your email now – not later. Tell them why it will be time well-spent.

The headline here “In this Issue: Holy Week, Friends of Grace Spring Gala, Rector’s Sabbatical and More!” does that. Note that it’s not a strict restatement of the subject line (although the key benefit, the Holy Week schedule, is listed in both) – it adds to the subject line to give people additional reasons to read.

Looking at 20 email newsletter in my inbox, only 15% provided me a headline of any kind to entice me to read their email newsletter. Again, so simple – but often overlooked.

3.    Link to View the Email Online

Since most email clients are now HTML-friendly, this link doesn’t get a lot of use. But with the increased reading of email on mobile devices, it’s more important than ever to include it.

It doesn’t have to be right at the top, anywhere in the preview pane is fine. But it should be here. Probably because most email service provider automatically append it at the top, compliance tends to be higher. A full 55% of email newsletters in my inbox gave me a link to view online.

Take a look at your email newsletter, with and without images, and see if these three key elements appear in the reading pane view.

In my next article I’ll be talking about the “above the fold” section of your newsletter and what should appear here to further engage readers and pull them in. For even more on laying out your e-newsletter to optimize engagement, join us at the E-Newsletter  World Unconference in May.

 

This originally appeared as part of our Vitamin E e-newsletter for e-newsletters. All the articles:

e-Revenue: 6 Ways to Improve Your Ad Sales e-Newsletter

E-Newsletter Layout: Three Things that Should Appear in the Preview Pane View

Top 5 e-Newsletter Elements to A/B Split Test

How to Use Video to Increase e-Newsletter Revenue

Carl’s Capsules: Top 10 Reasons to Attend the Unconference

E-Newsletter of the Month: Condé Nast’s GQ Pulls off a Daily e-Newsletter with Simplicity, Style, and Sales Savvy

e-Toon

Re-run: Mastering QR Codes to Increase Subscriptions

Use QR Codes to Increase Your e-Newsletter Subscribers



Are you currently using QR (Quick Response) codes to attract readers to your e-newsletter? When building your subscriber base for your e-newsletter, don’t rely on any one source alone, or think that a “Subscribe Now” button on your website is all you need to build your e-news audience. Utilizing multiple strategies for audience generation will allow your e-newsletter to reach a diverse population of readers and maximize exposure to your company’s message. Here are a few tips we like on getting the most out of your QR codes:

http://blog.mailigen.com/how-to-build-email-list-with-qr-codes/

http://www.fulcrumtech.net/resources/qr-codes-and-email-marketing/

http://www.puravidamultimedia.com/signup-for-email-newsletters-with-qr-codes/

http://www.marketingprofessor.com/mobile/8-ideas-for-using-qr-codes-in-your-marketing/

 

For QR Code Beginners:

http://www.flyte.biz/resources/newsletters/11/02-qr-code-marketing.php

http://annehornyak.com/2012/02/20/qr-codes-the-good-the-bad-and-the-ugly/

 

This originally appeared as part of our Vitamin E e-newsletter for e-newsletters. All the articles:

e-Revenue: 6 Ways to Improve Your Ad Sales e-Newsletter

E-Newsletter Layout: Three Things that Should Appear in the Preview Pane View

Top 5 e-Newsletter Elements to A/B Split Test

How to Use Video to Increase e-Newsletter Revenue

Carl’s Capsules: Top 10 Reasons to Attend the Unconference

E-Newsletter of the Month: Condé Nast’s GQ Pulls off a Daily e-Newsletter with Simplicity, Style, and Sales Savvy

e-Toon

Re-run: Mastering QR Codes to Increase Subscriptions

Use Your e-Newsletter to Improve SEO!



 

Check out these tips from Web Guru Ryan Dohrn on how to use your e-newsletter to improve SEO!

 

This post is part of our monthly Vitamin E(newsletter) – a newsletter all about e-newsletters. To read more from this month’s e-newsletter:

eDistribution: Email Deliverability Tips & Myths (Part 2)

AntioxiDesign: What Pintarest Can Teach Us About e-Newsletter Design

eContent: 10 Fresh Content Ideas to Perk Up Your e-Newsletter (Part 2)

Carl’s Capsules: Have You Filled Out Your Own Contact/Subscribe Form Lately?

e-News of the Month: Pregnancy Weekly

(r)e-Run of the Month: e-Newsletter Revenue Generation

eToon: Free Doughnuts

eTube: Use Your e-Newsletter to Boost SEO!

Generate Revenue from your e-Newsletter—whether you’re a for-profit or a non-profit organization!



Regardless of your industry or audience, you should be generating revenue from your e-newsletter. Here are a few articles we like that offer great tips on  e-Newsletter Revenue Generation:

  • Tips for Beginners:

http://www.newsletterfillers.com/design/advertising/article.aspx?articleid=%7B71c8ced5-5065-4e0c-9dc8-d3afd2c41aa4%7D

http://extreme-niche-empires.net/2011/08/how-to-use-your-newsletter-to-make-money-online/

  • More Advanced Tips:

http://emailuniverse.com/ezine-tips/?Generate-Ezine-Revenue-With-Google-Adsense&id=880

http://www.pubexec.com/article/how-build-e-newsletter-revenue-circulation-64333/1

http://firstnetbusiness.com/7-ways-to-make-money-using-nothing-more-than-your-list.html

  • Tips for Non-profits:

http://www.evancarmichael.com/Business-Coach/4245/Using-Your-Nonprofit-Organizations-Newsletter-To-Generate-Revenue.html

http://non-profit-forums.org/posts.cgi?1&1&11&384&1&1

 

This post is part of our monthly Vitamin E(newsletter) – a newsletter all about e-newsletters. To read more from this month’s e-newsletter:

eDistribution: Email Deliverability Tips & Myths (Part 2)

AntioxiDesign: What Pintarest Can Teach Us About e-Newsletter Design

eContent: 10 Fresh Content Ideas to Perk Up Your e-Newsletter (Part 2)

Carl’s Capsules: Have You Filled Out Your Own Contact/Subscribe Form Lately?

e-News of the Month: Pregnancy Weekly

(r)e-Run of the Month: e-Newsletter Revenue Generation

eToon: Free Doughnuts

eTube: Use Your e-Newsletter to Boost SEO!

e-Newsletter of the Month: Pregnancy Weekly is a Master of Audience-Focused e-News and Sophisticated Video Integration



 

 

Pregnancy Weekly is an e-newsletter that gets a lot of the basics right: they send personalized, weekly e-news to expectant moms that addresses them by name and is focused on topics based on what week of pregnancy they’re in; they keep articles short with an abundance of numbered lists of tips, do-s, don’t-s, and top-tens; they maximize their potential audience by targeting not only to pregnant women, but segmenting their audience into preconception, pregnancy, parenting, and grandparents; they also have quick links to their social media sites, and prominent buttons for recommending their e-newsletter to a friend.

Hopefully these are e-newsletter basics that your organization is already utilizing, but two aspects of Pregnancy Weekly’s e-news program that really stand out to us as teachable tools are their use of video integration and their e-newsletter’s audience-focused content, which keeps their own product a secondary focus in their e-news marketing.

Perhaps you’ve thrown in a video spot here and there in your e-Newsletter—but take a lesson from Pregnancy Weekly and try pairing video clips with articles. Along with most major articles on the site PW offers a “View Videos Related to This Topic” link. This gives readers the opportunity to access more in-depth information that is specifically related to a topic of their interest, rather than just offering one random video clip in their e-newsletter. Also, these videos average around one and a half minutes and are preceded by a 25-second, revenue-generating advertisement. Pairing video clips with articles opens up more opportunities for revenue generation and offers your readers more control over their own content experience.

If all this wasn’t enough to make Pregnancy Weekly worthy of our “e-Newsletter of the Month” award—here is the sheer brilliance of this e-newsletter: When you read the fine print to see who publishes PW, you find a company called CBR. And who is CBR? Well, it turns out that Pregnancy Weekly is actually published by Cord Blood Registry. This company’s main business is selling umbilical cord blood banking to expectant mothers. If CBR had a bunch of marketing simpletons on their staff, they might be putting out an e-Newsletter that constantly touted the benefits of cord blood banking over and over each month—but instead, the geniuses at CBR asked themselves this key question before designing their e-newsletter: Who are our primary customers and what information is most important and relevant to them? Then, they generate their content specifically for their audience, while subtly offering contests and ads for Cord Blood Banking that allow them to gather prospects and market their product, while generating revenue from a highly successful e-newsletter.

What’s the lesson we can all learn here? Spend time researching what information your target audience really wants and needs, and make delivery of that content your e-newsletter’s first priority—this might mean shifting your content focus in new and unexpected directions. Then, once you build your audience through quality, audience-focused content, use your e-newsletter to market your primary product or service to your now captive and loyal audience.

This post is part of our monthly Vitamin E(newsletter) – a newsletter all about e-newsletters. To read more from this month’s e-newsletter:

eDistribution: Email Deliverability Tips & Myths (Part 2)

AntioxiDesign: What Pintarest Can Teach Us About e-Newsletter Design

eContent: 10 Fresh Content Ideas to Perk Up Your e-Newsletter (Part 2)

Carl’s Capsules: Have You Filled Out Your Own Contact/Subscribe Form Lately?

e-News of the Month: Pregnancy Weekly

(r)e-Run of the Month: e-Newsletter Revenue Generation

eToon: Free Doughnuts

eTube: Use Your e-Newsletter to Boost SEO!

Carl’s Capsules: Have you filled out your own contact/subscribe form lately?



If you want a good laugh, try checking out many online contact forms. I’m talking about the forms we have our readers fill out to receive an e-newsletter or even just to ask a simple question. When readers find themselves clicking the dreaded “Contact” link on most companies’ websites, they’re holding their breath and praying they’re not sent to a page-long questionnaire.

As you know, many companies ask people to fill out 6 or 8 fields before they even get to subscribe or send their own e-mail message or question. In most cases the people trying to contact your company are potential customers—why in the world would you make it so difficult? You’re not a bank needing their mom’s maiden name. We might as well be asking for our customers’ blood types while we’re at it before we can let them have the privilege of contacting us.

On the flip side, you do want to ask some questions. When it comes to these online forms, most companies actually don’t ask for enough of the right info. (Sorry, I guess I’m hard to please, but you’ve got to play Goldilocks when it comes to your online forms and get them “just right”—not too long or too short.)

Many companies simply ask for an email address. I think this is a mistake. By gathering only an email address your organization is missing a huge opportunity to gather subscriber data for marketing efforts. We ask for only four things: full name, job title, company name, and email address. Most B2B contacts don’t have a problem providing this info. Obviously, this helps a great deal with personalization and segmentation of your audience.

Okay, forms may not be a hilarious topic, but they are incredibly important to any successful online marketer.

Carl Landau
Grand Poobah

This post is part of our monthly Vitamin E(newsletter) – a newsletter all about e-newsletters. To read more from this month’s e-newsletter:

eDistribution: Email Deliverability Tips & Myths (Part 2)

AntioxiDesign: What Pintarest Can Teach Us About e-Newsletter Design

eContent: 10 Fresh Content Ideas to Perk Up Your e-Newsletter (Part 2)

Carl’s Capsules: Have You Filled Out Your Own Contact/Subscribe Form Lately?

e-News of the Month: Pregnancy Weekly

(r)e-Run of the Month: e-Newsletter Revenue Generation

eToon: Free Doughnuts

eTube: Use Your e-Newsletter to Boost SEO!