Unless you are sending primitive HTML documents, you must have a separate one for AOL, and another for rest of world. And, you must check to make sure that they work. Many common HTML commands that work with most ISP's, simply don't work with AOL, and all they get is garbage.

I did an analysis of subscribers to Newsletters we publish. In one of my publications, 14 percent of them are AOL users. In another it is 10 percent, and in another it is 8 percent. These numbers represent a sizeable block of subscriber base. It would be a major mistake to send something out without testing first to make sure that everyone can read it.

The next error some make, is trying to hide their identity, so their ISP doesn't cancel their account. Well, it is pretty easy to superficially mask your identity, but someone who is determined can find out who your ISP is. The professional spammers own their servers, so they aren't as concerned. What are they going to do if they get a complaint - cancel themselves?

Forged Addresses are simply a waste. Do they really expect you to print a form and mail your order to them? If you are tempted to go with a professional group, make sure people receiving email can immediately order online. Get a group that will accept all orders and pass them along to you. This way, your email address does not appear in ad, and you are immune from complaints to your ISP.

Can't get off list is probably one of biggest complaints. Obviously if address is forged, your reply is going to be returned to you. Responsible emailers honor "remove" requests immediately.

If you do plan to use email as one of your advertising methods, either build list yourself, or find a responsible company to do it for you. The dividends will be worth it, and will not simply result in another "Lost Opportunity".

Other web sites do care if your ad is seen. So what is their motive? They are trying to build an advertiser base, and hope you will purchase a paid ad from them. Ads submitted to sites like this usually have a life of a week or more, and can be renewed indefinitely. Their goal is to attract people to their site and hope that you do business as a result of your ad. Some people report great success with this. Others post an ad here and there and wonder why they don't make sales.

Newsletters published on a regular basis that allow free ads, are a different story. When they receive ads, each one is checked manually. They usually only permit one ad per cycle, and if you submit 7-12 ads a day, you will quickly overwhelm their processing capabilities. To them, this is spamming. Because they might receive 500+ ads a day, their only recourse is to "fight fire with fire". What they do is automatically filter out ads submitted using this type of software. They will never see your ad submissions.

So what does this automatic submission software do for o you. In first example, your ads might have a useful life measured in minutes. In second case your ads are "blocked" from sites that will produce your best results.

Once you are blocked (depending on how they do it) you may never be able to submit ads to these quality sites again - even if you do it manually. Some block at email address level. Once an address is blocked, their filters will automatically delete your incoming email, whether it is an ad or not.

Maybe that automatic submission software isn't best hundred bucks you could ever spend.