Be Smart When Sending E-mail

November 2000
by Reid Goldsborough

« Back to Independent Articles

If you’re online, you’ve undoubtedly received “spam”-unsolicited, untargeted bulk e-mail, typically ads for illegal “Make Money Fast” pyramid schemes, pornographic pay Websites, quack healthcare remedies, or other come-ons of interest only to the gullible or desperate. Spam-which conjures up images of fatty, low-cost luncheon meat and Monty Python skits-is nearly universally reviled, the most notable exceptions being the marketers who must manage to snag at least a few unwitting victims to make their seamy endeavors seem worthwhile. Unlike with postal junk mail, spam places most of the cost burden on recipients and the larger infrastructure. That’s why it has long been a violation of Internet norms, and why respectable businesses refrain from it. Spam has been the focus of court cases that have been hugely expensive for spamsters caught in the act and the subject of proposed federal legislation to control it.

Spam vs. Permissible E-mail

As a result of Spam’s reputation, you might think that e-mail is the last tool you should use for marketing and public relations. Not necessarily. Using e-mail wisely, organizations can reach out to prospects as well as other organizations, and individuals can reach out to the media, without incurring the wrath of the people they’re trying to influence. You just have to know what you’re doing. With e-mail marketing, the golden rule is receiving permission: You need the recipients’ permission to use their e-mail in-boxes. You c…IBPA Members – Click here to view the full article (login required).

Join Today!

« Back to Independent Articles

How to Get Involved!
Marketing Opportunities

From mailings to exhibits, see how IBPA's marketing programs help you grow your sales.

Educational Opportunities

Attend a seminar, ask an expert, and get more free advice with our educational programs.

Become a member

Access exclusive members-only benefits starting at just $10.