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Making your email marketing campaigns successful depends on the quality of emails you send out as well as to the quality of the list of email addresses which receive your promotional emails. If you want to get the maximum benefits from your email marketing campaign you need to build a very carefully worked out email list. The list can be very impressive if it contains the email addresses of those people who are included in your target market. If not, the length of your email addresses list will not be able to help your email marketing campaign. Still, a long list of email addresses is very important for the success of your email marketing campaign.

Email marketing, like any form of direct response marketing, is driven by the rule of List, Offer, and Presentation (LOP). Essentially what this rule governs is the success factors in email marketing communications — where “success” is a measure of how much response there is to your email advertisement or promotion. The LOP rule suggests that selecting the right “list” (i.e. your audience) contributes 50% of the success of any given email marketing campaign, and 40% comes from having the right “offer”. The remaining 10% comes from the “presentation” or the creative component of the email that carries your offer to the email list.

If the rule holds true, what this suggests is that money spent on impressive graphics and clever copywriting contributes only 10% to the success of your email marketing!

Email marketing cannot be a successful kind of online marketing until and unless you have a lot of effective email addresses on your list. The quality of these email addresses on the list is very important. If these addresses belong to the people from your target market, you will get good response from your email marketing campaign. If this is not the case, you will not be able to get a lot of positive response from them. It is important, thus, that you build a list of email addresses which is of good quality, and is a really long one.

The key to monetizing your list is to create a relationship with your subscribers that creates loyalty to you, and hence they buy from you rather than someone else. An even higher level of loyalty is that that is obtained when they are only willing to purchase products you have created yourself.