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Create An Ezine To Get People Back To Your
Site
by: Richard Lowe, Jr.
I know you've
worked hard on your website. I know it looks
pretty good - in fact, it's fantastic.
However, you are facing one huge problem -
getting people to come back.
Look at it
this way: if you are serious, you should be
updating your web site on a regular basis.
While not everyone can update their site
several times a day like I do, you should at
least add something relatively significant
on a weekly basis. If you have any doubts
about that time frame, remember, the web is
huge and people who surf the web need
(require) constant changes. Nothing will die
faster than a stale site!
Okay, so you
are updating your site every single day (or
weekly or whatever). So how do people know
this? You can (and should) do a number of
things, including specifying a "what's new"
section on your index page, referencing the
changes in editorial columns and so on.
However, the
most important task you can do is create a
regular newsletter which let's people know
what's changed.
Do NOT send
this newsletter out to everyone on the
planet - that's called SPAM. What you want
to do is sprinkle sign-up buttons and links
throughout your site. Put at least one link
on every single page of your site. Use
buttons, blink it if you have to, but get
your visitor's attention to your sign-up
links. Some sites even offer a free give
away (an ebook, report, shareware program or
something) if you simply sign up for the
newsletter.
Why is this
important? Because no matter what your site
is about, commercial or home page, if you
can get someone to sign up for your
newsletter you've found someone who is
interested in what you've got to say. They
gave you a way to contact them, willingly
and without being forced, and they gave you
permission (by virtue of signing up) to send
them information.
These people
are the most valuable people you can get as
visitors. They liked what you had to say.
They actually want you to tell them when
something new happens so they can come back.
Take advantage of that - send them a content
filled newsletter. Include something special
in each issue, something more than just some
links or a few useless words. I like to
include an article, a list of new or changed
information on my site and a few useful
links. ALWAYS include a way to opt-out - at
the bottom of the newsletter is the
traditional place (do not make your readers
search for this).
An ad or two
in the newsletter is fine, but be careful -
do not include more unless you specify that
in the signup page. You do not even want to
have any appearance of spam.
Remember your
goal - get them to your web site. If you've
got something to sell, do it on your web
site. People do not generally like to
receive ads (even willingly) in their
emails, but they love articles and useful
tips and even jokes. But more than a couple
of ads are tacky. And please, avoid
advertising your affiliate or pay-to- surf
programs in your ezine. Many spam filters
will delete any messages containing that
junk right away (mine deletes them sight-
unseen).
So get your
visitors to sign up for a regular
newsletter, and send it out as often as you
can. You will be rewarded with a steady
stream of return visits.
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