Spam and Email Marketing
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issue focuses on 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.
issue of whether or not to send Spam can be summed up in three words
- "don't do it." While it's not currently illegal under
Federal law, (although sending bulk non-approved faxes is), it is
generally not permitted by Internet Service Providers under their
"terms of service" agreement (PlanetLink's terms of service
can be found at http://www.planetlink.com/policy.html). Most ISPs
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 ISPs that transport and store email.
A recent European Commission report found that the world wide cost
is $9.36 billion per year.
other reasons for not sending Spam are the impact it has on the
reputation of the company and the risk of interruption or cancellation
of service. The other issue of importance for ISPs whose client's
repeatedly send spam is that mail sent from their network can be
blocked by other ISPs trying to stop spam from reaching their clients;
potentially affecting thousands of customers. Under California Bus.
& Prof. Code Section 17538.45, sending spam through a mail server
based in California is illegal and allows for damages of $50 per
if we can't send Spam, what can we us bulk email for?
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. 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.
can assist you in setting up an effective email list system for
your business and can implement anything from a fully automated
system to a manual system. For more information, call us at 415-884-2022
or email firstname.lastname@example.org.
Create an opt-in email list on your website.
Don't buy a database of email addresses and send them bulk email
- this is Spam.
Spam can be reported to http://www.spamcop.net.
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 list and give them a check
box to confirm their participation.
If you send bulk email to your list, make it easy for them to
In the bulk message that you send, remind them of how and/or why
they are on your list.
Be sensitive to your list - people are busy and they get lots
Lillo is the President of PlanetLink, a website design and consulting
firm which specializes in creating websites which get results as
well as managing, maintaining and expanding existing websites.