The best place for your e-zine signups may not be on your home page. That’s just one of the ‘takeaways’ we coaxed out of Paul Smith, editor of Newsletter on Newsletters, following the NEPA conference in Washington, DC this month.
According to Paul, Mequoda Group believes that the subscription area needs its own URL, and that it should have lots of free content while avoiding a commercial look.
This approach will encourage more sites to link to yours, thus increasing your search engine rankings.
Paul also says that publishers sending out HTML e-zines, should go back to a text hybrid (text, but with links and fonts). That’s because Google’s Gmail (text only) is growing exponentially, even though it’s only in testing. Moreover, AOL’s default setting blocks external images. And you can expect other ISPs to also block images within a year or two to prevent viruses and spyware.
Here are some other tips from Paul:
*Single-article e-zines generate 5% more opens and reads than do multi-topic newsletters.
*E-zine names captured from co-registrations are 50% worse than names you get directly.
*A deliverability test showed e-mails to most ISPs went missing between 7-9% of the time, but at AOL the no-shows were 29%. This means you need to get on AOL’s White List or you can kiss off almost a third of your AOL subscribers.
*Contrary to popular belief, the free content in e-zines isn’t killing off paid-subscription newsletters. Even though 27% of NEPA members published free e-zines (up from 4% just 2 years ago), 40% launched at least one new paid-subscription newsletter this past year (compared with 14% the year before).
Want more from Paul? Click here. (www.newsletterbiz.com)