It’s one of the core principles of e-commerce.

And respecting it is what separates the entrepreneurs from the hobbyists.

We’ve heard every successful mentor declare it again and again:

The money is in the list


Of course, the difference between the 3% who achieve the Dot Com lifestyle and the 97% who fail is how to convert those people into loyal customers.

With the understanding that you’re promoting a product or service you use yourself and you’re au fait with the fundamentals of an e-mail message, your goal is to determine where the money in your list is.

The best technique to do so is the 80/20 principle:

  • Measure your open rate with responses to the call to action you placed in the e-mail;
  • Begin to create sub-lists of the most interested prospects; and
  • Narrow the focus of your follow-up messages for each sub-list to address specific benefits of your product or service.

Make Wow a verb

Done gradually, building a set of sub-lists is not a difficult process. Simply base each one around the call to action in the list that precedes it. Each set of positive responses will create a new sub-list.

Ultimately, you’ll have a collection of buyers’ sub-lists, and those are the customers with whom you’ll spend 80% of your efforts. They’re the most likely to give you repeat business. Treat them well. Very well.

Data analysis can be an imposing term, so it’s best to ease into that task gradually, as well. AWeber would be a good service to explore.

Creating sub-lists will not only draw you closer to what resonates with your prospects, it will draw you closer to them. This is how you can build authority with your market, which is a key factor in developing trust.

And when that occurs over and over again, you’ll have found where the money is in your list.

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