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Ezine Publishing Cafe [This Network is not currently active and cannot accept new posts] | | Topics
Ezine format - link vs. whole contentViews: 198
Apr 24, 2005 4:00 am re: re: Ezine format - link vs. whole content

Prasad GI
Hello, everybody. I've just read what people have had to say on the subject and it seemed to me that opinions are fairly evenly matched!

My company produces e-zines for one of the world's largest banks and they have given us an additional objective: To generate click-throughs to their website with a view to encouraging customers to - hopefully! - linger and read the other interesting bits. In the last 8 months or so that this initiative has been in place, we've averaged about 30% click-through rates and open rates that vary between 30-50% (we produce four e-zines).

We follow the same system that Christopher Knight and a few others have talked about: to place a headline and a line or two of text on the home page of the mailer which 'teases' the reader. Finally, I thought Lisa got it right when she said that most newsletter/e-zine content is usually not compelling enough. We've been experimenting with varied formats - we borrow from fable, from mythology, we experiment with dialogue and other creative formats - to get the message of our products and services across.

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