What is E-Mail Marketing? | Digitooly

What is E-Mail Marketing?

Hey there,

In today’s Internet Marketing Basics, we tackle the question:

How do you build an e-mail list?

You may have heard the phrase, “the money is in the list.” What this means is that if you cultivate a list of e-mail prospects / customers over time, you could reach a point where every time you send them an offer, a big chunk will take you up on your offer.

Ryan Deiss talks about one of his first campaigns where he was broke and sent …

So how do you build an e-mail list, especially one that is responsive and to which you can promote your products / services over time?


First, let me outline the steps then we’ll cover each in a bit more detail:

Step 1 – Determine the type of person you want to attract to your list
Step 2 – Determine what you want to promote to your list
Step 3 – Build an empty e-mail list in an autoresponder (link)
Step 4 – Craft a series of e-mails that you will send to your list as they subscribe
Step 5 – Create a landing page (link) to capture subscriptions to your list
Step 6 – Connect your landing page to your e-mail list in your autoresponder
STEP 1 – Determine the type of person you want to attract to your list

This is where most people don’t think it through. What type of person do you want on your list? Think of the profile: young vs. old, male vs. female, wealthy vs. middle class, educated vs. non-educated, ethnicity, interests, etc.

What do you hope to achieve by attracting this type of person? This leads to the next step.

STEP 2 – Determine what you want to promote to this list

Usually, your goal in building a list is because you want to monetize it. You want to market products and services that will generate commissions for you.

So what do you want to promote? Again, think it through? Can you stand behind the promotion? Are you excited about it? Does it really serve the type of person you identified earlier on in Step 1.

Think about the payout structure.

It takes a bit more effort to promote a $2,000 product as it does one that costs $100. The first will pay you $800 in commissions, the second $50. Which seems like a better deal?

But it’s not just the payout. You should be excited about it. If your passion is golf, or Labradoodles or playing guitar or getting six-pack abs, then go with those interests and try to attract people who have those same passions.

STEP 3 – Build an Empty List in an Autoresponder

I cover a lot of this in another post what is an autoresponder? Basically, you get a copy of Mailchimp (free account up to 2000 people) or Aweber, GetResponse or Convertkit (which are subscription based products) and you build a place to store your e-mail leads.

You will need to name your list and add the fields you want to capture (name, e-mail, phone number if you are trying to close by phone). The autoresponder will also ask for your name and address to include at the bottom of every e-mail you send as part of an anti-spam law.

STEP 4 – Build a Series of E-mails To Send To Your List

I covered the types of e-mails you can send to your list in the following post. The goal here is to create a series of 10-12 e-mails that you will send to your list in the first 2-3 weeks. I have joined lists where I would receive one e-mail per day for 30 days straight and then a few per week for the next 6 months.

How many and on what schedule really depends on you, your list, what you are promoting and the type of value you are providing.

If you are giving your list great information and content, solutions to their specific problems, help to achieve their goals and dreams, they’ll love you. You won’t have to worry about burning out your list.


I wrote two articles on landing pages and landing page software. Essentially, you want a place you can direct your prospects where they have the option of entering their e-mail address.

The landing page must be clear on the benefit your prospect is getting, it should be vis