This is not about the mechanics of email marketing but what uses it can have for you if you decide to do it.

Any process or system you employ in your online business must support what you’re doing: having products you’re marketing in order to sell them.

Email marketing must also do this.

Other reasons often given, such as regular communication or being responsive to your prospects and customers, are valuable ones. But they are not the priority for your business. They support the priority of selling your products.

1 Potential customers must see your offer about 7 times on average, before they buy, or not. If they are not on your list, you can’t keep sending them to the offer over time because they have visited your site and left. They might never return. If they like your content they might click the link to the offer again from some different content of yours. But again, if they don’t buy the offer, they disappear again.

Think of the opposite. You “speak” to them, maybe everyday in your emails. They provide information and knowledge they need and want to know about your niche. Even better if they can’t get those anywhere else. In which case, they will stay subscribed and opening your emails. In that case, they will probably also click your links in the emails. Send them to even more information through some clicks, and to your offer in others. In fact, give information and raise issues about your product topic so they know the product will help them in some way.

2 In effect, your email list is your immediate market. These are the people who have bothered to sign up and to follow what you have to say and offer. Attract such people through the quality of your other content on other sites and on your website. Aim to solve problems for them or clarify issues in your niche.

Once they are on your list, you must maintain their interest and make them feel compelled to open and read your emails and click your links. They need to look forward to your next email and want to open it to see what you have to say next. Only in this way can you follow through to persuade them to become customers.

3 Begin your email campaigns by building your credibility. Subscribers have liked your content so far but need to know you will deliver on what you promise. Give them examples of deeper niche knowledge by you, which can be in the emails themselves or send them to other content or provide downloads of yours. In other words, you’re giving proof of your credibility in the niche.

4 Part of the effect of the credibility is that subscribers will trust you. They will not buy from you unless they feel they can trust you. Any downloads or extra information you package for them, demonstrates what you can offer. They suggest how valuable to them your products will be, if your giveaway stuff is so good.

5 Organize your email sequences to have these effects. In the very first email sequence spend a few emails building your credibility as suggested. That should also develop trust. To further develop the trust you can also use emails to ask them questions about problems or difficulties they’re having. Any emails you receive on this, you reply with helpful ideas. This is direct trust building. Have a last section of emails in the sequence where you talk about the issue your product deals with. Then make the offer.

Since you have built credibility and trust, the follow-on for them is to want to have your product to help them in the niche.

In other words, make the actions you take in your email marketing as original as you can, so they can’t get that or your offer or maybe your type of support, from anyone else.