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10 Tips for Successful Ezine Advertising

Updated on September 3, 2008

If you're like most people starting out on the

Internet,you've been along this well-worn path:

You try free classified ad sites and get bombarded

with spam by people trying to sell you stuff.

You try banner exchange programs and get a handful of


You finally get into the top twenty results in the

Search Engines, and then a week later your site has

dropped back to number 150.

The Internet may the largest market in human history,

but how on earth do you reach those millions of


Well, the answer is ezine advertising.

Its the surest way on the Web of reaching your target


Ezines (short for 'electronic magazines') are email

newsletters that are sent out regularly to

subscribers, like the one you're reading. They're

sometimes called 'opt-in' lists because everyone who

receives an ezine has chosen to do so.

And that's why ezine advertising gets results. People

read ezines and they'll read your ad. And if you've

matched the ezine to the product you're selling,

you've reached your target audience.

Have a look at the ads in your favorite ezine - why

are they there? Because they get results.

There are currently around 90,000 ezines being

published every month. So whatever you're selling,

there's more than likely an ezine that will take your

ad straight to the audience you want to reach.

Ezine advertising is not only effective, its cheap as

well. A 5-line ad in an ezine that goes to 3000 people

will cost you between $5 and $20 per issue.

As a general rule, you'll always get back at least the

cost of the ad, and usually much more. So there's very

little risk.

But there are some tips for successful ezine

advertising. Here they are:

1. The first and most important rule in ezine

advertising is: "Track your Ads!". You might place

your ad in 5 different ezines and get a hundred

responses, but if you don't track your ads, you won't

know which ezines were pulling responses and which


To advertise effectively in ezines, you must learn

from experience - its a process of trial and error.

Eventually, you'll end up with a handful of ezines

that you know are bringing you a high response rate.

After that, just keep placing your ads in those ezines

and you'll have a guaranteed stream of customers.

But how do you track your ads?

The simplest method is to place a key or a code at the

end of your email address. If your ad was in this

ezine (for example), this is the email address you'd

place with the ad:

Then, when you get a reply with 'freezine' in the

subject field, you'll know which ezine it came from.

For a URL, it's the same principle:

However, if you're going to code your URLs, you'll

need a sophisticated webstats program to track the

coded URLs. Here are a couple of free ones:

Here's another way to code your URLs : for every ezine

ad, create a duplicate of your homepage and name the

page after the ezine that your ad will appear in. So,

if the ad is appearing in Ezine A, this is the URL

you'd place in that ad:

Again, you'll need to use a good web stats program to

track the hits to your coded URLs.

2. The second rule is to target your audience. It may

seem obvious but some advertisers overlook this. If

you're selling a web-marketing course, don't advertise

in an ezine that deals with stock options; they

probably won't be interested.

Use the 'subject categories' in any ezine directory to

find ezines that relate to the product you're selling.

You can find a list of 60 ezine directories in 'The

Free Directory of Ezines' at:

3. Once you've chosen a number of ezines that target

your audience, subscribe to them and examine the ads

closely. If you see an ad that keeps repeating issue

after issue, you can be pretty sure that its getting

results. You've found a good ezine to advertise in.

4. Check to see how many ads are in the ezine. You

don't want your ad lost in an ezine farm at the bottom

of the newsletter. You probably won't get much

response from an ad in an ezine that has 15 or 20 ads

per issue. Readers of those ezines have become

hardened to the ads and have learnt to skip them.

5. Check to see if the ezine publisher has a policy of

never running ads for two similar products in the same

issue - your ad will be much more effective if its the

only one of its kind in that particular issue.

6. Small ezines vs. Big ezines: bigger is not always

better. The big ezines with 1000's of subscribers tend

to have more ads than the small ezines. Also, small

ezines with only a few hundred subscribers often have

a much more targeted audience than the big ezines.

7. Repeat your ads. Research shows that off the Web,

an ad has to be seen about 21 times before someone

acts on it; on the Internet its about 9 times. If your

budget allows, try and have your ad repeated at least

three times in a particular ezine. Most ezines offer

discount packages for bulk advertising.

8. Email address vs. URL. Opinions are divided on

this; some people prefer to give an email address,

others prefer to give a URL. The advantage of giving

an email address is that it gives you the opportunity

to send a powerful sales letter to the person who

responded to your ad. Its also much easier to track

your ads with an email address than a URL.

9. Offer something free in your ad copy. It'll often

tip the balance between a response and no response.

10. Keep your ads short, even if you're not using the

number of words you're allowed. Short ads are more

likely to be read. Keep your sentences short too; they

pack much more power. Use the word 'You'. Don't

describe your product but tell the reader what your

product can do for them.


Michael Southon has been writing for the Internet for over

3 years. He has shown hundreds of webmasters how to use

this simple technique to build a successful online business.

Click here to find out more:



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