Selling Your Vision: Adapting and Evolving - Focus your ezine
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The more singular your message the better. Ideally your ezine should not be too cluttered and should not try to “cut across.” Of you have many segments, then divide them into different ezines and send them separately. Of your ezine has many sections, it is probably because you did not give your subscribers a choice; a lot of times the subscriber is only interested in one section and will bear with the other sections since he or she has no choice in the matter.
Focusing helps clarify your message and your vision, and different themes and segments only confuse your branding in the user’s mind.
Avoid turning the user off
Some users will subscribe to your ezine for months before taking a desired action. It is good enough for them that they are reading your content. Probably none of your offers interest them yet, or they lack the will (money combined with desire) to pay for a particular product. Even for content providers, it is essential not to turn your users off; doing so will not help you in selling your vision, increasing your traffic and improving your long term relationship with the subscriber of your ezine. Here are some things you should avoid doing if you don't want to turn off your subscribers.
Poor design, poor ethics
In simple terms, if your site is hard to get around and the information is sloppily arranged, you will not get many repeat users. Also, if your ezine is not rendered properly, the links are dead or your graphics take forever to load, it gives the user a bad experience and your email may just get deleted without being read (even if it does get past the spam filters)
It is important to keep your database clean, respond to unsubscribe requests in a timely manner, and do not spam. Spam is inconvenient and about 70 percent of users believe spammers should be punished in one form or another. Avoid reducing your users' experience and trust in you by renting out your unique opt-in list to third parties without letting the subscriber know. It sounds harsh but on the long term, it is better all around.
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