Chad White suggests us to look further into the role of our subscribers. He writes that if we see email subscribers only as buyers, then we’re thinking too narrowly.

Here are some of the roles major online retailers have tried to cast their subscribers:

• Employee/recruiter. Email subscribers have already been familiar with your brand and products. That is a bid advantage over random strangers out there.
• Content provider. Retailers announced their move to hire bloggers through email list. Other content contributed by subscribers include newsletter, reviews, user feedbacks, etc.
• Model. Abercrombie & Fitch put out a call for models in email with the subject line “Casting Call for the next Abercrombie & Fitch Photo Shoot.”
• Volunteer. Often subscribers are also willing to volunteer because they feel like being part of the newsletter they subscribe to.

If you build great relationship with your email list, then they tend to be your best customers. They are often willing to get involved in other things beyond wiping credit cards to purchase products. So, take advantage of the fact to further improve relationships.