Invite Interaction
Do not forget to ask your readers for their comments, questions or future topics they would like to see covered. The whole point of writing an ezine or newsletter is to build a relationship with your prospects and invite further interaction. You want them to take the next step by picking up the telephone or sending you an email. Make it clear that not only is this an acceptable way of contacting you, but the best way.
Tell Your Readers What To Do
If you go to the effort of writing an ezine, do not forget to tell you readers what you want them to do next. You are writing in order to build a relationship. So, do you want them to go to your website to read the rest of the articles, or download something for free? Do you want them to purchase a product or service? If so, give them a reason to do it now rather than later, and provide a link to click, so they can buy it now. If you do not tell them what to do next, they will not do anything apart from read your ezine and delete it. Tell them what to do, and, provided that they are interested, they will do it.
Make Unsubscribing Easy
If someone wants to leave your mailing list, there is no point trying to hold on to them; they have already made the decision not to buy from you. To give one last professional impression of your business, you can at least make unsubscribing from your list easy and straightforward. It is ethical to include an unsubscribe link in all your ezines, and this should link to an automated system that will remove them quickly and painlessly. Wish them farewell and get on with providing quality content to those who do want to receive it.
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