When the World Wide Web was introduced to the general public, it immediately became the focus of the business community.     It opened up the globe to the sharing of ideas by providing faster, easier mode of communication.

This technology has allowed marketers to become more creative in their advertising methods and quickly get their products and services to their potential customers.

Communicating over the Internet is done by email.  The home address has now been replaced by on line email addresses, and multiple addresses are not uncommon.

Information, in almost any format, can now be efficiently sent by any organization, or entity, over the Internet to promote their products and services with lightning speed.

The efficiency and low delivery cost has fueled a new generation of bulk email marketing.  You can call it direct marketing, mass marketing, targeted marketing, opt-in marketing or whatever, but most people recognize this marketing technique as a nuisance.   The tons of unwanted bulk mail that was once delivered by the post office, has now become unwanted bulk email, called SPAM.

Although legitimate commercial emails benefit both the business and the customer, the abusive policies of some companies have flagged almost any unsolicited email as SPAM.

The term has become universally identified with unethical individuals that flood email in boxes with unwanted, non-productive, annoying correspondence.

The possible adverse affect of bulk email marketing to your business cannot be understated.  Once an individual perceives your company’s email as SPAM, even though it might not be, your email address can be filtered and blocked by the service providers software.
In the worse case scenario, your site rankings with search engines may be affected, or you could possibly lose your ISP.

AOL, YAHOO, GMAIL, EARTHLINK, MSN and other email service providers hate SPAM mainly because of the amount of bandwidth it takes up.   They will take action when a sufficient number of complaints are received by them from their customers.

Before sending bulk email advertisements, and take the chance being labeled a SPAMMER, you might consider other ways of sending emails.

One safe method is to send bulk mailings only to your existing customer base and create the email in a “follow up” format, that promotes your new product that they may have an interest in.   Asking your customer for referrals in the email is also a proven marketing method that also legitimizes your advertising.

Since unsolicited bulk email marketing is considered junk, and must be avoided, your business can utilize what is called an opt-in reply system.   This system, also called list building, is commonly used to collect bona fide targeted customers and build your customer data base.

The opt-in list method provides an email reply from the customer, that shows a relationship with the customer.    When using this system to acquire new potential customers, it is extremely difficult for anyone to accuse you of being a SPAMMER.

There are unscrupulous companies on the internet selling email addresses and promising huge conversion rates to their clients.   In my experience most of these companies do not provide what they claim.  Although it takes more time, it is much safer to collect your own targeted customer database using the opt-in email strategy.

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