give subscribers a reason to stick around a) no one will buy and b) everyone will unsubscribe. 3) If you don't have a list you won't make money Absolutely not true for a second.  There are so many ways to make money on the internet -- and for some of them a list doesn't even make sense.  If you have traffic you can make money without a list, just fine. So this doesn't quite seem to be a fact, and it doesn't quite seem to be a myth.  Like most other things. The magic of an email marketing list is in the relationships that can develop between the list owner and the subscribers.  Even if there is never one personal, one-on-one conversation, there is still a relationship. It all begins and ends with the list owner.  If a list owner can maintain a list where most of the subscribers believe that the list owner knows what he or she is talking about and they are interested in the subject matter, and messages are sent out regularly, then that is a thriving list. If someone has a thriving list and they know how to recommend timely, quality products in a non-hard sell way, then that list will more than likely make money. And, here's the big one, nothing can take those email marketing list subscribers away -- not a website crash, not a forum loss -- nothing. When people say "The Money is in the List" I believe they are talking