What will you use to email to this list? There are a lot of options, including online email services, server-based bulk mail handlers, and PC-based software that does same through your Internet connection. Each has pros and cons to consider. For instance, online service may or may not store your list for you and therefore you may have worries about them stealing list and selling it. This can happen. Another example is PC-based system. If you routinely send out several thousand emails from your Internet account, your ISP may start to wonder just what it is you're doing. Many will shut you down and ask questions later. Make sure they are aware of what you're doing and don't have a problem with it. This will keep you out of hot water.

Again, a great way to keep out of hot water is to use a professional service to handle your list, email your newsletters, and even write newsletters for you! I recommend Topica (http://www.qksrv.net/click-1357406-10280459), Roving Web (http://www.qksrv.net/click-1357406-1668329), and eZine4Hire (http://www.eZine4Hire.com) for these services.

What and When To Send Don't send things willy-nilly to your list. The more often you send things, more often you will have people wanting to unsubscribe to avoid your constant barrage. As a general rule, sending twice a week at maximum is acceptable. The shorter your emails, less likely you are to receive complaints or unsubscriptions.

Don't send more than you have to. If you are sending your emails using an HTML format, make sure design is simple, clean, and uses few graphics. The more you use, larger email. The larger email, longer it takes to download and view. Whatever you do, DO NOT include browser-control "features" or code that automatically redirects browser to a website. Very few people like these and it's not widely supported by many email clients, so a lot of your readers may see only garbage in their email.

Only send useful information for your readers. Don't send information that you wouldn't want to read if you were a prospective customer. Your email recipients probably don't want to read about your dog Tilly, your son's graduation from Webelos, or your new-found love of dirt farming. They want to know how you're work/offer is going to benefit THEM. And they want to know this in as little time as possible. Try not to ramble. This is my biggest struggle. :

When You're Accused of SPAMming When you do receive a SPAM complaint - and you will, eventually - try to be professional about it. Remove person from your list immediately and, if needed, send all pertinent details (including signup process and a copy of your Privacy Policy or Anti-SPAM Policy) to those who need it. Let person know, in a business-like and non-aggressive manner, that they have been removed from your list and will not receive further contact from you. From then on, it's best to just ignore them if they continue to harass you with complaints. So long as they aren't receiving any more of your emails (without signing up for them), they have nothing to complain about.

Despite horror stories you may have heard (usually perpetrated by SPAMmers who don't want SpamCop or similar services to exist), you will NOT be blacklisted after only one or two complaints. It takes several complaints about same instance and issue to get blacklisted. Even then, these lists are generally temporary and will only last a few months at longest. Unless you are a REAL SPAMmer or are ignoring one of fundamental rules of non-SPAM emailing, you will never get yourself listed on one of those lists.

In end, email is still a great marketing tool when used properly. If you take time to do research, learn what you need to know, and employ tools you need to use; you will benefit greatly from this powerful marketing tool. If, instead, you rely on purchased "safe lists" and use nefarious tools like "header screens," you'll eventually reap painful rewards you're due.

At this stage, objective is to get those potential customers who took first step to take a second step by requesting additional information perhaps a video or booklet, calling for a free consultation, signing up for a free seminar or teleconference, purchasing an e-book, etc. For example, a trainer might gain credibility and allow potential customers to “sample” their product by offering free, hour long presentations on topics related to their area of specialty. Again, offer must be of value to client, and should pose a slightly higher level of risk, obligation or commitment on part of potential customer.

•Step Three – Conviction and Purchase: The final step in process is getting those potential customers who have begun journey across chasm by requesting information and then following up on information requested to actually make decision to purchase. In this step, personal, one-on-one selling becomes primary method of achieving objective. And, if you have developed a relationship with potential client throughout their journey, this step should be as simple as reaching out to take their hand as they reach end of ladder and step off onto ground. And reassuring them that they have made right decision by embarking on journey.

While process is simple, implementation takes a committed and consistent effort. It may take as many as five to 15 exposures to your product or service for a potential client to move through process and cross chasm from lead to loyal customer. They key is to plan those exposures so each one: •Matches level of process where potential customer currently is (i.e. direct mass media activities to potential customers in awareness and knowledge phases, and use personal selling with prospective customers in conviction and purchase phases).

•Builds on previous exposure, automatically moving people through buying process one step at a time.

To begin process of helping potential clients bridge chasm to loyal customer ask yourself these questions:

1. What are three to five ways I can have an initial contact with members of my ideal customer group?

2. What can I provide as a free offer in exchange for contact information to get people to take first step?

3. What are two or three intermediary steps I can encourage prospects to take?

4. What are key promotional tools that I will use at each step?