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The investment in acquiring a new customer is high. Generally speaking it happens after a long chain of events beginning with some sort of advertising to attract prospective buyers. Then after some length of time, and after making various offers to a prospective buyer, you might get an order, and hence a customer. The problem is that the cost of the customer you get must bear the cost of all the prospects who didn’t succumb to your offers. Often times, the acquisition cost of a customer is hundreds, if not thousands, of dollars.In the internet marketing world, it’s no different. We spend of time and effort to get people to visit our websites, we do our best to tempt visitors with various offers, but if we don’t succeed right away, the leave the site and our investment to get them there is wasted.But not if you build and maintain a list.List building is a way to protect your investment. If, for example, you were able to capture the email address of every visitor to your web site, you could then follow up with them to test additional offers – you’d get, as they say, one more “kick at the can” to be able to convert them to a customer.Experienced marketers know that a list of visitors is gold. Maintaining a list of prospects ensures that you can contact your visitors long after they’ve left the site. And depending on how you’ve captured their email address, it ensures that you know something of their interests in your goods or services. To a marketer, that’s an essential ingredient of converting those prospects into customers.
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