In a previous article, we addressed the importance of your email list in Internet marketing. It should now be clear that your list is essential for business development. It is like your own virtual cash register - it is the cash producing vehicle for your business and without it and your subscribers, your business will go downhill fast. Ok... in this article we will look at list cultivation, growth and maintenance. List cultivation is essential to achieve growth and success in your online business, just like a growing customer base is essential to a physical business (like a department store). It is a great feeling when you find your first lead, the type that you have generated yourself through hard work, not those useless ''premium'' leads that you buy (and I use the term ''premium'' very loosely).