The Money Is In The List: An Introduction to Email Marketing

Over the years, since the advent of the Internet and its increased usage all over the globe, one thing has stood out: What’s here today, will be gone tomorrow. Except when it comes to one thing. Email. Yep, email!

Email, while it has evolved in various way, has always been around and will always be around. Even if your Facebook Group is taken away, if you’ve done a good job cross promoting and building your list, you will be able to form your community elsewhere in the cloud. But without the list. Where will you be?

What Is an Email List?

First, let’s be clear that by “list” we’re talking about an email list that consists of your targeted audience. They came to be on your list because they signed up for it, because they were interested in you and your offerings. A list is housed via an email service provider such as,, or You own the list and you can build it in multiple ways.

Most People Aren’t Active Participants

One thing to remember about email is that usually, the engagement goes one way. In groups like those on Facebook, it’s often two-way communication. This gives a false impression of more participation and engagement in groups than on lists. But most people who are members of groups do not participate and are what we call “lurkers“. The same is true of your email list. But, if only 10 percent of a well-built list responds to any offer as you build your list your money-making ability goes up.

A well maintained email list can deliver great results for your business, no matter how big (or small!) your email list is. Here is a look at the results of a mailer I issued to one of my niche specific email lists in the past few weeks; the goal of this particular mailer was to get people to click on the link to visit the website, to review the information there.

Recent Mailer Stats

At the time of issuing, the list consisted of 6,900+ subscribers. Out of all those emails, over 53% actually opened the email, which is excellent in terms of email marketing open rates, and over 12% clicked on the link, resulting in over 800 visitors to the website on the day the mailer was sent.

What would 800 extra pair of eyes on your website today, mean to you?

Another 800 people, which you would have attracted thanks to your efforts, looking at your offers, your sales pages, considering what you can do for them. That will definitely help you boost lead generation and sales.

This is why you need to make email marketing an important element of your digital marketing strategy, and why you need to start building your email list today!

Build Trust

If you want to build trust with your audience, and a personal rapport, your email list can help you do this! How? You’ll send information that educates your audience on the subject that they signed up to learn about. Your ability to send them frequent and high-quality information is important. You don’t want to go silent to your email list because you want them to be used to getting excellent and valuable information from you. That way when you send an offer, they’ll open the email, and be more likely to respond. Which is why, consistency is crucial (and this is also important in other areas of digital marketing, but let’s focus on email marketing today!).

Provide Targeted Information

When you’ve worked hard to segment your list you can provide targeted information to each member of your list. Most autoresponder services have ways to segment list members even after they’ve joined based on their behaviour. Look at tagging and segmentation information with your provider for more information on how to do this. But when you provide the most direct information that the person really needs at just the right time you’ll be able to sell the right products and services to the list members.

Make Repeat Offers

One thing to remember is even the most dedicated list member will not open all your email messages. Therefore, you need to send any offer multiple times by varying the time of day as well as the style of message. For example, you might send a heads-up email telling your members that an offer is coming that’s exciting, then you may send the information when the offer is ready, and then you can send updates over the campaign each day to remind them not to miss out.

All of this is so much easier to do with an email list because of the technology available to improve your messages over time based on your list members behaviour. If you’re still not sure, just look at the stats.

Email is used worldwide, billions of emails are sent each day, and the return on investment (ROI) for email marketing is astounding with an ROI of 38 to 1 according to Pew research which is a rise of over 20 percent since 2013. This means that email marketing is surging, not going away.

I’ve just touched the tip of the iceberg about email marketing and list building today; watch out for more practical tips on the topic in the coming days!

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