There are a number of ways in which you can communicate with people online. You can publish a website, send email or use instant messaging services. The latter two methods are more direct. Just publishing a website doesn’t mean that anyone would visit your website.
Email marketing is therefore fundamental to online marketing as a whole.
Why? A main reason is that one of the first technologies that new Internet users learn is emailing. Even web surfers who have little other computer skills know how to send and receive emails. This may therefore be your first point of contact with your prospects. It may also be your most effective and accessible contact point with your visitors.
Read the next sentence very carefully…
Your primary business asset is not your product or service. Your primary sellable asset is your customer list.
This list will determine the difference between just breaking even and making a sizeable income online. In fact if you noticed, the matter of email marketing and list building is so important that some companies only goal is to build a list - lead generation. These companies then rent out their list to other companies.
Most people don’t realize that when a company runs a TV ad that it’s not uncommon for them to lose money on that ad. The cost to run the ad exceeds the direct sales that they receive from those customers. Where the profit is made is from follow up sales or back-end sales. The company is willing to lose upfront in order to make profit later on.
This is the approach that Internet marketers must often take as well.
Any product such as an ebook that is sold for less than $50 should be seen only a lead generation product and NOT as a main product. From these customers you can then make further back end sales over and over again.
The major purpose of any online marketer should be to generate and build a customer list as fast as possible…
This is so important and fundamental that if there was a currency for online marketers it would be in leads.
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(August 10th) (
