right "list" (i.e. your audience) contributes 50% of the success of any given email marketing campaign, and 40% comes from having the right "offer". The remaiEmail marketing can actually be considered a science, with predictable results following standardized actions. With a large enough sample, if you mail one type of offer, you will get a predictable response that will vary from the predictable response to another offer.

Email marketing, like any form of direct response marketing, is driven by the rule of List, Offer, and Presentation (LOP). Essentially what this rule governs is the success factors in email marketing communications -- where "success" is a measure of how much response there is to your email advertisement or promotion. The LOP rule suggests that selecting the right "list" (i.e. your audience) contributes 50% of the success of any given email marketing campaign, and 40% comes from having the right "offer". The remain

e of offer, you will get a predictable response that will vary from the predictable response to another offer.

Email marketing, like any form of direct response marketing, is driven by the rule of List, Offer, and Presentation (LOP). Essentially what this rule governs is the success factors in email marketing communications -- where "success" is a measure of how much response there is to your email advertisement or promotion. The LOP rule suggests that selecting the right "list" (i.e. your audience) contributes 50% of the success of any given email marketing campaign, and 40% comes from having the right "offer". The remai

esponse marketing, is driven by the rule of List, Offer, and Presentation (LOP). Essentially what this rule governs is the success factors in email marketing communications -- where "success" is a measure of how much response there is to your email advertisement or promotion. The LOP rule suggests that selecting the right "list" (i.e. your audience) contributes 50% of the success of any given email marketing campaign, and 40% comes from having the right "offer". The remaicommunications -- where "success" is a measure of how much response there is to your email advertisement or promotion. The LOP rule suggests that selecting the right "list" (i.e. your audience) contributes 50% of the success of any given email marketing campaign, and 40% comes from having the right "offer". The remai right "list" (i.e. your audience) contributes 50% of the success of any given email marketing campaign, and 40% comes from having the right "offer". The remaining 10% comes from the "presentation" or the creative component of the email that carries your offer to the email list.

If the rule holds true, what this suggests is that money spent on impressive graphics and clever copywriting contributes only 10% to the success of your email marketing!

So let's focus on the 90%. The rule suggests that 50% is attributed to the "List". For an email campaign, it's the email address list that you use. The promotional quality of the list is what's important. In the case of lists, quality is determined by the relevance of the members of the list to the promotion being made. Are they in t