Email Etiquette - Is the Money Really in the List?

You probably hear the saying a lot, you know, "the money is in the list." Almost every internet marketer or "guru" preaches it over and over again. If you build a large list of subscribers then it's easy to make a lot of money with the click of a mouse. It's more complicated than that, and email etiquette plays a major role.

You may have heard that communication is the foundation for every relationship. Well, it is no different when it comes to the relationship between you and your subscribers. Keep in mind that I'm talking about good communication. Having proper email etiquette is important in every aspect of business. That seems obvious enough, but it doesn't always happen.

A very good example of this is email spam. There's no email etiquette to be found there. People absolutely hate spam, as do I, and for good reason. It's unsolicited, unfriendly and just screams buy now! That's no way to build a relationship, especially if you're trying to sell something. The relationship comes first, then the sale. Build a solid relationship by providing value to your readers. Give them what they want, and they will later reward you for it, but only on their terms, not yours.

The best way to go about doing this is to provide a lot of information compared to the amount of promotions you have. Of course your information should be solid, useful and be able to put into action. Promotions should be on-topic to what your newsletter is about. Don't annoy your subscribers by throwing an offer in their face everyday. I think every other day is too often as well. It might work for the gurus, but not the average person. You'll see your unsubscribe rate go through the roof, and all your efforts will be in vein. This should be plain, common sense email etiquette, but then not everyone has common sense.

Things to consider when promoting a product to your list:

1.       What value does it offer your subscribers?

2.       How can your subscribers benefit by purchasing what it is you're offering?

3.       Do you have their best interest in mind or your own?

4.       What do you hope to gain by promoting a product to them?

I'm going to explain the fourth question in some detail, as the first three are pretty much self explanatory.

Most people would answer the last question as they want to make money by promoting a product to their list. That's not a bad reason at all; after all, this is a business. However, if that is the only reason, then you're missing the point.

Don't think of your subscribers as a dollar figure. Think of them more as business partners. You help them out, they help you out. A win-win for both of you. You help them out by providing valuable information that they can actually apply. Promote a product or service they can actually use to benefit from.

The subscriber's benefit should always be more important than your own benefit. This is just proper email etiquette, and you will be thanked for it. You should be able to answer question four by saying you hope to gain the satisfaction of helping someone out, rather than helping yourself.

Back to the big question at hand. Is the money really in the list? The answer is yes, but only after you have established a relationship and built trust with your subscribers.