Fabian Tan

Ezine marketing does work, but like most advertising methods, most of them don't generate amazing results. The key is to find the good ones.

There's some criteria I look at when I want to determine whether an ezine might be worth advertising in:

1) Number of subscribers

See if the number of subscribers is substantial. Responsiveness is important. Numbers are as well. I usually take the responsiveness of any ezine to be 3 times lower than my own list, since many ezines are often flooded with ads on a daily or weekly basis. Also, most of the ezine owners frankly don't know how to market that well, that's partly why they are selling their list out to other people to advertise in.

So if I usually get 5%-10% clickthroughs for my own list, I must assume a 1%-3% clickthrough for the ezine in the best case scenario (worst case scenario - 0.01% type of response)

Then you can estimate how many clicks you can get by doing this.

2) Quality of list

Subscribe to the ezine list to see how the ezine owner manages it. Does he send emails/solo ads everyday? Does it *look* like a quality ezine?

3) Alexa rank

It's not the most accurate of measurements, but it will suffice. If an ezine claims it has xxxx number of subscribers, it should have at least a decent Alexa rank. If the Alexa rank is poor, more likely than not it can't back up it's claims. Do note though that some people do cheat the Alexa rank, though it's the minority.

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