Strangely, after it has proven itself to be a leading marketing tool, ezine publishing is still one of the most under utilized online business building methods. Beyond the fact that it is efficient and cost-effective, the intimacy of email provides ecommerce merchants with an extraordinary advantage over offline, more traditional forms of marketing communications. We have barely scratched the surface in terms of harnessing the power of email marketing. It is often more effective than an advertisement or brochure because the marketer is demonstrating expertise in a particular field rather than claiming it outright. And herein lies the key.
People are constantly bombarded with commercial messages everywhere they go.
But a constant supply of solid information that attempts to educate rather than promote will place a higher degree of credibility in the prospect's mind about the company from which the information originates. The idea is to target a specific audience, and to have those who read the ezine want more and come forward to get it. An ezine not only uses the more economical email system but it also delivers information to eager subscribers in a matter of seconds. More important, it builds relationships vitally important in this day and age in which consumers are more leery than ever. By offering a personalized approach it positions a company as one with a strong customer focus.