Everybody who has been involved with Internet marketing for
amount of time will have come across the phrase, "the money is in the
list". Another key term which Internet marketers often hear is
"automation". The two phrases often go together.
For example, it is often said that you need to grow and automate your
mailing list by using a professional auto responder to gather e-mail
addresses and automatically send out a regular series of e-mail
But is this really true?
Is it really true that an automated newsletter that has not been
updated for the last 6 to 12 months will be more responsive than
up-to-the-minute topical mailings that you write and broadcast to your
list on a daily or weekly basis?
I don't think so.
Of course, an automated newsletter series comes with a lot of benefits.
For example, whenever somebody signs up to your newsletter via a
squeeze page, they will be automatically plugged in to your message.
They may like what they read and purchase your products or services.
You will have converted a lead into customer without having done any
But don't imagine that that customer will stick around if you do not
build on the relationship. And you can't build a strong relationship
with your customers by relying completely on automation. At some stage
you will need to intervene on a personal level, or lose the customer.
Also, be aware that automated newsletter is soon begin to go stale. An
automated newsletter cannot be too topical, because it will soon sound
dated. So, once you have set up an automated newsletter series, it is
important to review it every once in awhile, update the content and cut
out anything that is no longer relevant.
In addition, to build a more personal relationship with your list, send
out a series of broadcasts in addition to the automated mailings, or
even base your whole campaign on up-to-the-minute broadcasts. What you
write and post today will be very topical. You can include authentic
personal details about what you have been doing and thinking about in
relation to the theme of your newsletter. Your broadcasts will be fresh
and unique, and people will appreciate the fact that you are making a
personal effort to keep them updated about developments in your market
You see, in the end, it is not the automation of the newsletter but the
cultivation of the relationship between you and your list that really
matters if you want to build your business.
Also, what is more important? The size of the list or the quality of
the lead? Here again, although it is true that Internet marketing is "a
numbers game" it does not necessarily mean that the highest number
yields the best results.
If you can recruit one good lead into your business day, and cultivate
a relationship with that lead based on fresh up-to-the-minute e-mail
broadcasts, you will probably get much better results than you would if
you concentrated on pulling in a few thousand low quality leads to a
list that works 100% on autopilot with the newsletter series thatis
Sure, the money is in the list, but you will only get your money out of
the list, if you build a high-quality list, and then build a solid
business relationship with each person on that list.