Whether you’re just starting your online business or have been at it for awhile, you know (or have been told) the importance of list building. Your online business may be very different than a traditional business but the one similarity they both have is that without customers, you have no sales. You can have a lot of “browsers” or “window shoppers” but it’s usually the regular customers that bring in the business. They’ve tried you once and were satisfied so they’re going to come back and bring you more business. They’ll probably even recommend you to others. You don’t just automatically get a list of potential customers. You have to build this list. As important as it is to build your list, it’s equally important to build it correctly and with ethics.

When potential customers come to your site to view your product and sign up for more information or some free merchandise you may be offering them, this is the start of your list building process. Before you begin sending them your newsletters and advertising, make sure that they really want to be part of your email list long term and not just for a one-time deal. Believe it or not, sometimes unethical people will sign up for free stuff with another’s email address so they’ll get the product without having to deal with repeated emails.

This is where a double opt-in system works great. You’ll respond with another email asking them to please confirm that they do want to be part of your list. This can be the start of a great business relationship between the two of you. Once they’ve become part of your list, send them more than just “generic” emails. Get to know them so they’ll look on you as a friend and not just another email to sift through.