Answering your eZine Marketing Questions

By: Shama Hyder

1. Do I need an eZine? Aren’t there a lot out there already?

The short answer-it depends. It’s a great way to keep in touch with the people who enjoy what you have to offer. But only do it if you can provide quality information. I have seen some great eZines that really add to my knowledge, and others that seem like never ending ads for everything under the sun. If you feel like what you have to offer will really help your target market, go ahead and get an eZine started! The trick is to be honest with yourself without being overly critical.

2. What is the best way to manage my list?

Don’t manage it through outlook or your own email provider. Not unless you have a list of 10 or fewer. There are some programs out there that can make it very easy to create forms and send out regular broadcasts. Constant Contact and Aweber are two popular programs. Aweber is what I use. I absolutely love it and recommend it to anyone who needs a list management program.

3. How many times should I reach out to my list?

This is a hard question. It depends on your target market and on how much time you can devote. Start out with twice a month and get feedback. I used to produce this eZine twice a month, and subscribers asked for more so I switched to a weekly format.

4. Double-opt in or not?

Double-opt in refers to getting someone’s permission twice before adding them to your list. Once when they sign up using a web form, and a second time when they confirm through an email. Always go with double-opt in. It’s safer in the long run and you will have a list of people who truly care about what you have to offer.

5. Text or html?

Both have their pros and cons. Text is simple looking and may lack flavor, but it will look uniform on most computers. Html looks better, but you may have to deal with occasional coding issues. My personal preference is html-but it is a matter of preference. You can always get feedback too. I started this eZine in text and evolved it into html. 

6. Where do I get so much content?

This is tricky. As long as the content is fresh, most people won’t care where it’s coming from. Definitely write some original content because it is a great showcase for your expertise and a platform for helping others. Occasionally, you can share someone else’s work as long as it pertains to your target market.

Any more questions?


She is the founder & CEO of Zen Media. She has been named the “Zen Master of Marketing” by Entrepreneur Magazine and the “Millennial Master of the Universe” by Forbes, Businessweek, and Inc have all recognized her as one of the Top 30 under 30 entrepreneurs in the field of marketing. Shama has built a global audience and is known for helping brands succeed in the digital age. She is a bestselling author, an international keynote speaker, and has been named one of LinkedIn’s Top 10 Voices in Marketing for four years in a row.



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