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Twiggs and Associates Inc.
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Using 'e-zines' to build customer relationships
Every 24 hours, there are an average of 30,000 new Internet users. This is in addition to the hundreds of millions of Internet junkies and fortune-seekers that already spend their precious time glued to a PC monitor.

The No. 1 reason that people are using the Internet is information. If you are attempting to create and manage a successful Internet business then you must distribute your information to these Internet users. The odds are in your favor that you will find people who are looking for what you have to offer.

By far the best way to reach these people with your information is by publishing your own e-zine. An e-zine can involve a lot of work, and one of the biggest hurdles for many is simply not knowing where to start. The best place to start is always the beginning. And that means that you need to understand exactly what an e-zine is and why you need one.

What is an E-Zine?

Synonymous with the word "newsletter", an e-zine is a publication usually delivered by email. Some e-zines are strictly Web-based. But notification that a new issue is ready would be sent to subscribers via e-mail.

Why Publish an E-Zine?

Just like hard-copy magazines and newsletters that we receive via the mail, there are any number of reasons to publish an e-zine. Most e-zines are directly connected to a Web site. Some are for profit, others are not. All e-zines deliver information related to a specific subject to interested subscribers on a periodic basis.

If you are involved in managing a successful e-business, publishing an e-zine is critical to its growth and success. As an e-business owner, publishing an e-zine is allows you to stay connected and build relationships with your site visitors.

1. Staying connected

Internet surfers are a curious breed. Think about the way you surf, searching the Internet for those valuable nuggets. You visit site after site after site, never reading anything thoroughly, at least not the first time. We've all learned the valuable skill of scanning and speed-reading. When something catches your eye that you feel is valuable, you will probably do one of two things: 1) bookmark the site; 2) subscribe to their e-zine, or both.

For most Web surfers, the old adage "Out of site, out of mind" is true. Any site without an e-zine relies on Web surfers to return on their own. Your e-zine allows you to keep the connection with your site visitors reminding them you are there.

2. Building Relationships

If you are working hard at your e-business, there is usually one ultimate goal: to make money. In order to make money, you must sell something. In order to make sales, you must develop relationships of trust. Sure, you'll make a sale here and there, but the real money comes from repeat sales, back-end sales return customers.

Your e-zine's goal will be to give the subscribers something of value in every issue, while adding to their knowledge of who you are in an effort to build a relationship of trust and loyalty. Keep this thought in mind:

"In order to achieve income from your e-business, you must develop relationships. But you can't create a relationship with the motive of milking income from it."

Keeping that basic philosophy as the foundation of everything you do as you develop your e-zine will be your ticket to success.

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