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websitemarketingplan.com Black and White: http://www.websitemarketingplan.com/about_bobette.htmAutoresponder: mailto:EMailMktg@WebSiteMarketingPlan.comHTML:http://www.websitemarketingplan.com/Arts/DirectEmail.htmCopyright 2002 Bobette Kyle. All rights reserved.____________________________________________________________Direct Mail Advertising; Email Is Not Like Postal Mail.by Bobette KyleOne of the most popular and potentially effective advertisingmethods is direct email. If you deliver a well- written messageand execute delivery properly you will be rewarded with newleads, sales, and traffic to your Web site. If the message ispoorly written or you commit a netiquette faux pas, however, yourefforts could end in disaster.If you are new to Internet marketing, you might equate directemail to direct postal mail. The concepts are very similar; inboth you broadcast a standard message to a large number ofindividuals in hopes of receiving positive responses. To theuninitiated, it is logical to assume you can approach the two inthe same way. It seems like the only difference is the means ofcommunication. If you are thinking this way, STOP! STOP! STOP!Many people perceive unsolicited commercial message (UCE) - spam- differently than junk mail from the postal service. The senderpays for direct mail sent through the postal service. Not so forUCE. Spam on the Internet ties up the recipient's resources byusing storage space, slowing down systems, and sometimes crashingequipment. For this reason and others, many abhor spam. Someassertively condemn spammers. If you spam you will undoubtedly bereported to your ISP and email provider. Depending on thecircumstances, your accounts could be closed and your Web sitemay be shut down. Need I say it? This is NOT the result you arelooking for from your email marketing program.Some email advertisers feel that as long as there are unsubscribeinstructions in the email or they only send one message it isokay to send unsolicited email. A few use never-passedlegislative proposals in their defense. In marketing, perceptionis far closer to reality than loophole rationalizations. Somerecipients are offended whether the unsubscribe phrase is thereor not and they are offended even when they receive only onemessage from you.Different individuals define spam differently. Some consider allforms of UCE or unsolicited commercial postings spam. This meansthat if you send advertisements without prior permission from theindividuals you will get complaints. In all likelihood you willbe reported as a