receive them. Bust that rule, and there’s a good chance you’ll be out of business. That gives you the problem of building up a list of willing subscribers.

When you’re first starting out, there’s often a temptation to simply purchase an opt-in email list. Lots of people sell them and

Off the Web, mail marketing is hated by customers. It’s unwanted, uninvited and stuffs mail boxes. But it’s pretty clear that it’s also incredibly popular with advertisers. Why? Because while most potential customers toss away their junk letters with barely a glance, enough take action to make it all worthwhile. They do buy—and in high enough numbers to more than cover the cost of those who don’t.

Email marketing is pretty similar, but with one important difference: on the Web, you can only send marketing emails to people who have already chosen to receive them. A bit tricky. On the other hand, because those people have already chosen to receive your emails, you can be confident that they’re going to buy.

Email is still the most popular and most used application on the Internet. It’s also an efficient means of distributing your message to large numbers of people who have requested that information. As a form of marketing, it generates high response rates—and gives you measurable results with instant feedback.

But because email marketing been so abused, it’s just not accepted any more to send emails to people who haven’t chosen to receive them. Bust that rule, and there’s a good chance you’ll be out of business. That gives you the problem of building up a list of willing subscribers.

When you’re first starting out, there’s often a temptation to simply purchase an opt-in email list. Lots of people sell them and y

ake it all worthwhile. They do buy—and in high enough numbers to more than cover the cost of those who don’t.

Email marketing is pretty similar, but with one important difference: on the Web, you can only send marketing emails to people who have already chosen to receive them. A bit tricky. On the other hand, because those people have already chosen to receive your emails, you can be confident that they’re going to buy.

Email is still the most popular and most used application on the Internet. It’s also an efficient means of distributing your message to large numbers of people who have requested that information. As a form of marketing, it generates high response rates—and gives you measurable results with instant feedback.

But because email marketing been so abused, it’s just not accepted any more to send emails to people who haven’t chosen to receive them. Bust that rule, and there’s a good chance you’ll be out of business. That gives you the problem of building up a list of willing subscribers.

When you’re first starting out, there’s often a temptation to simply purchase an opt-in email list. Lots of people sell them and

icky. On the other hand, because those people have already chosen to receive your emails, you can be confident that they’re going to buy.

Email is still the most popular and most used application on the Internet. It’s also an efficient means of distributing your message to large numbers of people who have requested that information. As a form of marketing, it generates high response rates—and gives you measurable results with instant feedback.

But because email marketing been so abused, it’s just not accepted any more to send emails to people who haven’t chosen to receive them. Bust that rule, and there’s a good chance you’ll be out of business. That gives you the problem of building up a list of willing subscribers.

When you’re first starting out, there’s often a temptation to simply purchase an opt-in email list. Lots of people sell them and

rs of people who have requested that information. As a form of marketing, it generates high response rates—and gives you measurable results with instant feedback.

But because email marketing been so abused, it’s just not accepted any more to send emails to people who haven’t chosen to receive them. Bust that rule, and there’s a good chance you’ll be out of business. That gives you the problem of building up a list of willing subscribers.

When you’re first starting out, there’s often a temptation to simply purchase an opt-in email list. Lots of people sell them and

receive them. Bust that rule, and there’s a good chance you’ll be out of business. That gives you the problem of building up a list of willing subscribers.

When you’re first starting out, there’s often a temptation to simply purchase an opt-in email list. Lots of people sell them and you can easily pick up a million or so addresses for just a few bucks. But while that may appear to be a fast, easy way to build up customers, the names on the list may not be up to date, or even opt-in contacts at all. You could well find yourself inadvertently spamming.

Similarly, there are also programs that surf the Net, recording every email address they find. These will let you quickly build up a huge list of e-mail addresses—none of whose owners will thank you when you stuff their inboxes with marketing material. Forget about them; they’re not worth the effort. It’s much safer, and much more effective, to take the time to build your own list.