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Christopher Knight

The Email Newsletter Archive Debate - How To Squeeze More Value From Your Back-Issues
By Christopher Knight

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The debate is this: Does posting a comprehensive archive of your email newsletter help or hurt your product or service sales?

If you publish your newsletter for advertising revenue alone -- then it's a no brainer for you to continue publishing every issue on your website. More pages = more potential for ad revenue and a higher chance to attract additional subscribers to your newsletter.

If you publish your newsletter to help promote products or services that you sell; can it actually hurt you to have too many back issues online? In other words, will readers think that they don't have to buy your premium information products because they can get the milk for free in your archives?

As you can guess, this has been on my mind as Ezine-Tips has been online since the late 1990s and we have over 1,100+ issues in our archive all available for free.

On the positive side, having that many issues online with a website that is constantly in a Google PageRank of 6-7 -- does haul in a lot of traffic -- almost like casting a net to reel in new subscribers... but, here are some alternatives for you to consider if you think your ezine article archive is not helping your product or services sales:

Separate your email newsletter archive into 3 categories:

  1. Free ezine archives to generate interest and give a taste of your expertise.

  2. Fee-based archives where you give a teaser paragraph and sell access to the whole article for a nominal $5-$20 USD

  3. Free ezine articles from past issues available for reprint by your affiliates.

When you take a step back from this process, you have to ask yourself, "What do I really want to accomplish with my email newsletter archives?" To do what everyone else does may accomplish what everyone else wants, but it might not accomplish what you need it to (such as increasing your product sales).

This Ezine-Tip was submitted By Christopher Knight -- Email List Marketing Expert, author and entrepreneur. Get your weekly dose of Email newsletter publishing, marketing, promotion, management, email-etiquette, email usability and deliverability tips by joining the free Ezine-Tips newsletter:

Ezine-Tips for August 26, 2004

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