The Money is in the List. One of the absolute most important things you can do when marketing in just about any niche is to build a list. Time and time again, you’ll hear the expression “The Money is in the List.” And there’s a good deal of truth to this expression. Just try to find any eCommerce site that doesn’t send out e-mails to their customers (or potential customers). An enormous chunk of your revenue can come from your list, if not ALL of your revenue!