List building is such a wonderful tool to use online, as it gives us the opportunity to isolate the individual and get them off the search engines and out of the surfing mode. We also know that since this person has visited a number of sales pages and chose not buy while he was initially searching, and that he is more receptive to your unique web page when he is not being overloaded with information as he searches online.

Can we therefore assume that because establishing a relationship with this online shopper is more important, even more practical than trying to sell him on the first glance at your web site, you may indeed gain more value out of your visitor by offering him some free information that will help him evaluate the range of products on the market, so that he no longer feels rushed to purchase something from one of the web sites which he is searching?

And what if by offering him the free information that will give him more information about the products for which he is looking, that perhaps you will create additional loyalty from this customer, by offering him free information, rather than trying to ‘hard close’ him on your web site?

To me, that is the bottom line to list building – it is about creating a relationship. It is not about getting an email address so I can blast their email box – it is not so I can create loads of traffic – although I do – it is about creating a relationship.