Cut your advertising & promotion costs by utilising email marketing, and you’ll find out that not only does your advertising money stretch a great deal further, you are also maximising your marketing effectiveness, and building up the greatest asset that your business can have. You are able to save a lot of money on advertising by having a large percentage of your marketing targeted at a list of former customers and potential prospects. Your previous customer mailing list should be kept separate from your potential customers, as you’ll find them much more responsive to your message or communication and are the most crucial asset to your email marketing.

By marketing to people who have purchased from you in the past, you are granting yourself the highest chance of success. These people might just have bought a low-cost report, but even this assigns them to a different class from the non purchasing prospect who has only given you their e-mail address. These former customers need to be looked after the right way, and it’s most unadvisable to send them nothing but short pitches for affiliate products. You need to offer them quality information on a routine basis, to prevent them unsubscribing and leaving you with more backbreaking work to do in order to replace them.

Your non- buying list is another matter, the people that have only opt in. That’s not to state you should only email them nothing but sales pitches, as they’ll still unsubscribe. Nevertheless, they are not as valuable to you as your customers, so you can afford to make more attempts to convert them to buy at least a short report or a lower end product. This will promote them on to your buyers’ list, and make them a lot more valuable to you in the long haul. You may well ask whether a continual non-buyer is of any value in the least, well, they can be. If you publish your email newsletter online, and just link to it in the email, then you are able to include contextual advertising within the content, and still create some income from people who will never purchase from you altogether. But they are of a much lower value to your business.

The effectiveness of your email marketing can depend to a large degree on how many products you can build up as part of your product range. When someone has purchased from you, and been exposed to the quality of your products, they are an excellent prospect to be sold future products. This will only materialise if you are able to put those future products before of them and email marketing is the way to do it! Do this, and your advertising costs have plummeted virtually to zero, at least when you look at that specific portion of your marketing campaign.

There is another great position which you can enjoy as a list owner in a niche market. There are always people developing products which they want to bring into the market, although they may not have a great database of previous customers. In these cases, many of these marketers will be seeking to find joint venture partners to assistance them market the product and get their name known. You can be this JV partner, and make money from your list promoting somebody else’s product. Once you reach this level, you will never need convincing again of the great power of email marketing.

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