Is it Worth Spending Your Budget on Ezine Advertising?
Even though ezine advertising is not the most popular method for advertising it is still a very effective one. It is not a question of whether it works or not but more a question of whether it is worth spending your budget on this method. There are a number of factors to take into consideration before making the decision on whether this form of advertising is right for your online business and if it is worth investing your money in, and will it give you a reasonable ROI (return on investment).
Let’s take a closer look at some of the points to think about before deciding to go ahead.
1. The first thing to think about is the type of online business you are running. If your business is geographically limited to a particular area, then ezine ads that have a worldwide following are probably not going to give you your money’s worth because the access you have to possible customers will be of little benefit to you. At the same time you should be aware that there are many ezines which are geographically targeted if you can locate them, but you need to make sure that the content on these are in alignment with your own online business niche. When all these things are in place then you have an excellent chance of success.
2. Another point to take into consideration is just how responsive the list is. Generally a good quality ezine can give you an idea of how successful the advertisements are, but if the ezine is published in PDF format it may not be so easy. In this case a good idea would be to look at previous advertisers, and if you see that many people are placing repeat ads then in all likelihood the advertisements are converting successfully.
3. Take a look at the growth rate of the ezine and especially at some of the variables in relation to the growth rate. Firstly take note of how many opt-ins it receives each month or however often it is sent out. The more opt-ins it get the bigger your chance is of getting a reader audience who have not started suffering from “ad-blindness” yet. You also need to take a look at the rate of opt- outs. If this is more than the number of opt-ins then it is possible that the content on the ezine is not all that great, which can adversely reflect badly on your own online business through association. It could also mean that many of the readers do not even read it.
Ultimately ezine advertising may be worth the expense so long as you ensure that the ezine is aimed at an audience similar to your own online business target market, and that they have a proven track record of responsive advertisements in the past. Although it is not essential, it may be to your advantage to take a look at the growth rate of the ezine in connection to both opt-outs and opt-ins.
Filed under: Internet Marketing
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