One of the most pervasive statements in online marketing is "the money is in the list".
But is that really so? Could there be some other factors at work?
Let's take for example the results from solo ads. Solo ad vendors essentially charge you to send promotional emails to their list. In that way THEY make money from their list.
But why do you get four (4) sales from 200 guaranteed clicks from one vendor and zero (0) sales from 200 guaranteed clicks from another vendor with the same email swipe?
Another example: why would one person send an email to 1,000 subscribers and get zero (0) sales and another send a similar email to 1,000 subscribers and get 100 sales?
The above examples show that you could send a promotional email to a list and get ZERO money. So what else is at work there?