Web Marketing That Works: Confessions from the Marketing Trenches

Chapter 8

Email marketing: the ultimate tool for web marketers

When you serve others, you'll grow. It really is that simple.

Michael Stelzner

Numerous web marketing folk have told us: ‘You live and die by your database'. The term database doesn't do it justice, of course; we're talking about a community of people with whom you have a relationship. That is, people who know, like and trust you enough to have given permission to receive your updates in their inbox. The money lies in the quality of the relationships, not the size of the list, which is why buying lists is such a monumental waste of time, money and reputation.

My database is worth nothing in your hands, and vice versa.

We completely agree with Chris Brogan on the relative value ...