While it's true that a well planned, targeted campaign can deliver astonishing results, a poorly executed campaign will just cost you good money. A good email marketing strategy is built on a foundation of seven key tactics.

Tactic One: Use E-Zines To Target Your Audience. Since you're probably not starting out with a mailing list of your own, you'll want to use opt-in email newsletters to find and reach your desired audience. Even as your own mailing list grows, e-zines will probably remain most important vehicle for your marketing efforts. I recommend that you subscribe to and/or read several issues of any e- zine before buying an ad.

Tactic Two: Test Your Copy and Offers With Classified Ads. Your first efforts at writing a really profitable e-zine ad will probably be a painful learning experience. In order to keep it from being an expensive lesson, use low-cost (or free) classified ads to test different headlines and offers. Once you've built up your own mailing list, you should be able to test your ads for free with "ad swaps," and even make some money in process.

Tactic Three: Give Good Ads Top Exposure. Once you have an ad that's tested well, your best results will come from "top ads" (also known as sponsor ads) in e-zines you've selected. The best ads, running in best spots, in best e-zines, will usually give you maximum return. Some e-zines also offer "solo" ads at a higher cost, which allow you to send an entire sales letter to their list.

A good email list that YOU COLLECTED YOURSELF is worth its weight in gold. My list, that I started with an AOL account and pasting subscriber addresses into Text Pad, now generates six figures in sales every year. I know a consultant who pulls down even more with her home-grown email list. And there's guy who keeps his business humming by sending his thoughts to his list whenever he feels like it, once a month, once every three months, once a week.

None of these people have any special tricks to use a list to generate $17,000 in a weekend (you've probably seen sales pitches that promise that). They simply attract people who are interested in getting their information, put them on their list, and send them good info on a regular basis.

If subscribers don't buy from you now, they will eventually. It's standard to hear from new customers "I've been getting your newsletter for years and figured it was time to buy."

Your email list becomes a continuous source of non-stop sales for you. Want to know how most of successful online businesses stay profitable year after year? They have a good list. Want to know why so many small businesses fold within months of starting? They don't have a list. It's often as simple as that.

How do you get your list? Here are several commonly used ways.

1. The original and most common method to get people to subscribe to your list is to offer information. Offer up a newsletter filled with information of real value to a specific kind of audience. Offer free reports, white papers, or email alerts.