MakingMakingE-NewslettersE-NewslettersPayPay

•Fred Langa created LangaList

•Free e-newsletter with tips

•Customer base reached 150,000

•LangaList Plus

•Subscribers reduced but revenue and retention was huge

Case AnalysisCase Analysis

Industry AnalysisIndustry Analysis

E-newsletters can support an existing E-newsletters can support an existing business like the business like the GIA InsiderGIA Insider with tips, with tips, announcements, and updatesannouncements, and updates

Or can be a business in itself like Fred Or can be a business in itself like Fred Langa’s Langa’s LangaListLangaList or or Mr. Modem Mr. Modem and and provide a group of readers information provide a group of readers information about a topic of interestabout a topic of interest– CookingCooking– ParentingParenting– TravelTravel

Industry AnalysisIndustry Analysis

Businesses usually send Businesses usually send complimentary e-newsletters to complimentary e-newsletters to customerscustomers

If the e-newsletter is the business, If the e-newsletter is the business, like Langa, revenue is usually like Langa, revenue is usually necessary through subscription necessary through subscription feesfees

Langa’s SuccessLanga’s Success

UpSelling the E-Newsletter: Benefits to the Reader

Choice of Versions

No Advertising

Original Content

Donations to Charity

Special Issues

Private Web Site

Tools for Problems

Langa’s SuccessLanga’s Success

Uses interactive features to Uses interactive features to attract and retain readersattract and retain readers– Makes solutions easyMakes solutions easy– Sends FAQ lists to readers with Sends FAQ lists to readers with

similar problemssimilar problems– Communicates via an ongoing list of Communicates via an ongoing list of

comments from Langa and readerscomments from Langa and readers

Langa’s SuccessLanga’s Success

The importance of ValueThe importance of Value ““SomeSome people will pay for people will pay for somesome

content”content”– Success is in balancing the equationSuccess is in balancing the equation– 150,000 people did not see value in 150,000 people did not see value in

subscribing, but SOME didsubscribing, but SOME did

Making E-Newsletters Making E-Newsletters PayPay Successful e-newsletters are:Successful e-newsletters are:

– Easy for the readerEasy for the reader– PersonalizedPersonalized– Full of Full of usefuluseful content content– Use FAQ lists and form lettersUse FAQ lists and form letters

Are there anyAre there any Questions?Questions?