Cut your advertising cost by using email marketing, and you will find that not only does your advertising money stretch much further, you are also increasing your marketing effectiveness, and building the greatest asset that your business can have. You can save a lot of money on advertising by having a large part of your marketing aimed at a list of past customers and prospects. Your customer list should be kept separate, as you will find this far more responsive to your message, and the most important asset to your email marketing.

By marketing to people who have bought from you in the past, you are giving yourself the greatest chance of success. These people may only have bought a cheap report, but even this put them in a different class from the non buying prospect who has just given you their email address. These previous customers need to be looked after properly, and it is most inadvisable to send them nothing but short pitches for affiliate products. You need to offer them quality information on a regular basis, to stop them unsubscribing and leaving you with more hard work to do in order to replace them.

Your non- buying list is a different matter. That is not to say you should just send them nothing but sales pitches, as they will still unsubscribe. However, they are not as valuable to you as your customers, so you can afford to make more efforts to convince them to buy at least a short report. This will push them on to your buyers' list, and make them far more valuable to you in the long run. You may well ask whether a perennial non-buyer is of any value at all, well, they can be. If you publish your email newsletter online, and just link to it in the email, then you can include contextual advertising within the content, and even make some profit from people who will never buy from you at all.

The effectiveness of your email marketing can depend to a large degree on how many products you can develop as part of your product curriculum. Once someone has bought from you, and been exposed to the quality of your products, they are an excellent prospect to be sold future products. This will only happen if you can put those future products in front of them! Do this, and your advertising costs have plummeted virtually to zero, at least when you consider that specific part of your marketing campaign.

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