In one word: CREDIBILITY. If you can not portray some sense of credibility to your mailing list from the aspect of an expert, or someone who has dedicated the time and effort to research something, you are not going to have nearly the same impact and reap the financial rewards that come with good subscriber relationship.

You need to make sure you come across as knowing what you are talking about. You can do this by offering insider info and spending time doing research before you orchestrate your broadcast/follow-up emails.

Create a concrete connection between you and the industry you are promoting. Show proof your knowledge within your niche. More importantly, read regularly within your niche. If you stay current, you stay on top of the latest product trends and what people are buying, you will be far better at creating relationships with your list as well as selling items that they are interested in.

One last thing that you should always remember is that there are likely people on your subscriber list that are very savvy within the industry. If you are not current or if you release inaccurate information they will be all over you and you will no longer be CREDIBLE....and ultimately click the unsubscribe button.

Be credible, offer ongoing value, keep your list informed and engage, and offer tasteful promotions. You will be an email marketing success.