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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".
Did you know that subscribers to Bob Osgoodby's Free Ezine the "Tip of the Day" get a Free Ad for their Business at his Web Site? Great Business and Computer Tips - Monday thru Friday. Instructions on how to place your ad are in the Newsletter. Subscribe at: mailto:firstname.lastname@example.org