Email Marketing Mastery: Turning Your Subscribers Into Rabid Buyers

Email Marketing MasteryWhen I first started trying to make money with internet marketing, one of the first things one of my mentors told me was that “the money is in the list.”

In other words, your list of subscribers is going to be one of the cornerstones of your online business. This is why if you haven’t started building a mailing list yet, you should get started right away.

The first thing you’ll need to do is sign up with a mailing service such as GetResponse (currently our favorite).

The next thing we recommend is for you to install an email capture form on your websites, so that you can start collecting email addresses. We went ahead and hired a software developer to create our own email capture plug-in. It’s called List Farmer and you can check it out here.

list farmer
Now, you might hear some folks describe a list as a business asset that will last you a lifetime. However, I read something recently that caused me to view this a bit differently. In the days of people having multiple Facebook accounts and multiple email addresses for work and for non-business purposes, the average lifespan of an ordinary email address is just around two years.

Think about that for a second, and at the same time look at the houseplant that some of you may have in the corner of your office. That plant is going to have a longer life than the average person’s email address. It could be for any number of reasons; surely there are Justin Bieber fans that are changing their addresses to express the fact that they are no longer Beliebers.

Anyway, the moment you add somebody’s email address on your list, you have two years (on average) to convert that subscriber into a buyer. When you add that email to your hopefully large list, without even realizing it you’ve just pulled the pin on a grenade that doesn’t have a set timer. It could be two years, could be five, could be a week and a half. So you’ve got to act fact if you want to tell something to them. If you don’t have a good strategy and a plan of attack you are going to miss that window and you’ll be left holding a grenade that’s about to explode.

Which is where I come in. To make sure you don’t get left holding a grenade that’s just going to go off in your hands, I’m going to tell you two very executable strategies that you can put to use to turn these email addresses into cold hard cash. By the way, please don’t take any of what I’m about to say lightly. These aren’t just strategies I’ve just pulled out of thin air. These are things that have been worked at and perfected over the course of several years that I have personally used to double and triple my income in the past. Sure, I’ve been stared at blankly several times at large family outings when the waiter came over with the check — but I don’t have to worry about being able to cover it when the time came!

Building A Relationship With Your Subscribers

internet marketing lifestyle
There’s four parts to this. The reason why there’s so many facets to this particular plan is that if you walk up to somebody at work and you shake their hand; they probably aren’t going to remember you. However, you’re more likely to have them offer to take you out for a drink after work if you show up shaking hands and passing out candy bars.

The first thing and probably the most important of this is trust. If you can’t get people to believe that they can rely on you in every possible aspect, you might as well start selling pencils on the street corner right now. If you sell somebody a product and it ends up falling apart or there is some critical design flaw that you knew about, you better tell the customer and be ready to handle all the crap that comes along with it. Business is not all about sunshine and lollipops. If you expect to rake in cash, you better also be ready with a different rake to have to deal with the bullshit that comes from dealing with complaints.

If you’re going to try and sell people on how great something is, you have to be just as ready to talk to them about what may be wrong with it. We live in a society to begin with where if somebody buys a pack of batteries that the customer can go online and find out anything they want good and bad about said batteries. A potential customer will feel more comfortable buying from you rather than somebody else if you are upfront with them about the things that may go wrong and that you will be there to fix it if things begin to go south.

Secondly, you have to be consistent. The people on your list have to know, within reason what to expect from you at all times. There are some people that use this strategy that mail out offers at noon every single day, get great rates and make cash hand over fist. I personally didn’t believe it starting out until I saw things for myself. So you can’t be one of those people that mails out three offers on consecutive days and then nothing for two weeks. The window as far as online goes is extremely narrow. The iron is hotter, but it’s not as hot for long.

There’s some folks that go about it a different way. They may not send out specific offers as much as some. However, in between promotions they send out gifts, simple blog posts or other free content to keep the list nice and toasty. The point is that you have to be consistent or the market will become confused about what you are trying to sell. So if your regular offers are sports related for example, on off days it might be a good idea to send out a video of sports bloopers or something of the like. It works in real life too. Why do you think the guys at car dealerships try to be so damned entertaining?

Third, you have to show that you are an authority on what you are selling. If you aren’t an expert on coffee and you are selling coffee, people will find out about it eventually and they aren’t going to buy. Sooner or later they are going to come at you with some question about Ground Decaf Arabica or something of the like and you are going to sit there with your thumb in your butt not knowing what to say. This will hurt you.

Whatever you are selling, you better be as much of an expert as you can on the topic. So, while you may not know everything about what you are selling; you better know enough to give a good answer to the potential customer and if not know where to look. Make it sound like you are the only one that has the right answer and you will be raking it in on this principle alone.

Lastly, you have to infuse your own personality into the emails you are sending out. If you send something out that looks like a manufactured by a computer email that’s got no heart or soul to it people will find you out quickly. So don’t be afraid to give out personal information. Include pictures or some information about yourself that someone on your list might identify with. If you happen to collect old sports magazines or have a pet turtle or something, mention that in your daily address to the potential customers.

You might think it’s a waste of time, but a sale is a sale is a sale. If the difference between a big check and an even bigger check is that one guy that also has a pet turtle on your email list decides to buy your product than it’s going to be a win every time. But going back to what I said about trust. If you start giving out about a pet you have and somebody asks for advice about caring for their pet and you don’t have a clue when you made yourself out to be a lover of said animal, don’t blame me when they decide not to buy for fear of you being a lying bastard.

Buyers Versus Freebee Seekers

make more online sales
Now, the following is something that I definitely learned the hard way. My very first attempt at building a list in the make money niche was based around getting SEO traffic and trying to get them into a sales funnel. Following that, I made sure that each email gave them the best information that I could provide and linked it all to my offer.

The good thing was that none of the leads cost me a penny and everything pretty much went on autopilot once I got the site ranked. However, sales were lower than slugs and roaches. Looking back on it with what I know now, I’m certain that I could have narrowed the funnel better but in the end I stumbled on a much stronger way of getting a buyers list together and got myself out of the basement financially.

A list of people that are willing to buy is better than a list of people that just happen to be in a particular category. The question is, how do you get to the buyers specifically?

One way is to make the product and then offer one hundred percent of commission to your affiliates. This may sound like complete crazy talk, but if you give them everything on one product that you are selling, they will be more apt to promote similar things to your list of proven buyers that compliment your original product. There’s plenty of other ways to do it, but if you help people out like this than they will be more willing to help you out on other things. Just like how helping a friend move into their apartment for free will help steer them towards a much bigger favor that you need in the future.


In closing, the strategy that you use is going to ultimately depend on the business model that you want to use. The basic elements, however, will always remain the same. Build a good relationship with your subscribers, earn their respect and appreciation, and convert them into loyal customers.

Rob Wiser

Rob Wiser

Co-Founder at Art Of IM
Rob Wiser is the co-founder of Art Of IM, which is dedicated to helping internet marketers break through to new levels of success online. On this site, Rob and his partner Jackson Lin reveal many of the strategies they personally use to grow their online businesses.
Rob Wiser

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