We're discussing the effective use of email lists and bulk email for website and business promotion. Bulk email essentially consists of sending the same message to some number of recipients at the same time. Spam is characterized as sending bulk mail to recipients whom you have had no prior contact or permission. This would include purchasing an email list from a list provider and sending email to that list - even if the provider tells you that everyone on the list has "opted in."

The issue of whether or not to send Spam can be summed up in three words - "don't do it." Since the passage of the CANSPAN Act it's currently illegal under Federal law to send specific types of messages that could be classified as SPAM. Sending SPAM is also generally not permitted by Internet Service Providers under their "terms of service" agreement. Many internet service providers will issue a warning on the first occurrence and cancel a client's service on the second. The reason for zero tolerance is that while the responsible party can literally send millions of messages almost for free, the costs associated with sending, delivering and receiving spam are incurred by the recipient whose time is spent processing unwanted mail as well as the service providers that transport and store email. It's estimated that the worldwide cost is over $100 billion per year. Currently the volume of SPAM is responsible for around 90% of all email traffic.

The other reasons for not sending Spam are the impact it can have on your reputation and the risk of interruption or cancellation of service. Another critical issue for service providers whose client's send spam is that mail sent from their network can be blocked by other service providers trying to stop spam from reaching their clients; potentially affecting thousands of customers.

So, if we can't send Spam, what can we us bulk email for?

Bulk email is great tool for keeping in touch with your clients and customers, sending newsletters, service messages, announcing special offers and more. It can also be used to keep in contact with prospects on an ongoing basis and is an effective sales tool for generating new business. Systems can be implemented that make it easy to send automated messages on a regular basis, even allowing you to send a series of messages. Systems can also be implemented which make it easy for visitors to subscribe to your list. Subscriber management features also make it easy for you to add, delete, schedule and send messages as required. Some systems also provide the ability to track a message to see what percentage of messages are opened, and if there's a link in the message, what percentage of messages had clicks.

Important Tips:

* Create an opt-in email list on your website. Give the visitor something for free where they need to provide you their name and email address to receive it.

* Don't buy a database of email addresses and send them bulk email - this is Spam.

* Collect email addresses on a "sign up sheet" at public events, trade shows and presentations. Let them know on the form that they will be added to your email

* If you send bulk email to your list, make it easy for them to unsubscribe. You also need to include a physical address and phone number at the bottom of each message.

* Be sensitive to your list - people are busy and they get lots of email. Give them an ongoing reason to open your messages.