You have gotten an email address and name, you have built a relationship through with this person by offering value and being transparent, you have taken the opportunity to sell to this person through subtle, yet targeted promotions, now what is your goal?

To create a LIFETIME customer. You want to keep this friend and turn them into your best buddy!

If you can accomplish this feat, you are going to have a lot of success with email marketing and all of your internet ventures in general. The thing about this is that with affiliate programs and many other "paid" opportunities, you dont' even have to own a product to create repeat customers. You can promote other people's products...the key being that you do so tastefully and out of respect and help to your subscribers.

Here are the most important points to creating a lifetime customer via email marketing:

(1) Put them first.
(2) Admit it if you are ever wrong
(3) Don't abuse them with relentless promotions
(4) Continually offer value and niche insight
(5) When you promote something, do it tastefully and "enhance" your offers

Building a lifetime customer is about being honest, being real, and over-delivering! Surprise your email with free stuff they would never expect, ask for their feedback regularly, and keep them engaged by keeping current and real. This is the path to real, lifetime email marketing success!

If you have any questions about any aspect of the "art" of email marketing, let me know in the comments below and I will give you a hand.