There are basically two types of bulk email sent out.

The first, which is unsolicited bulk mail, is commonly referred to as "spam". Spam is flooding Internet with many copies of same message, in an attempt to force message on people who would not otherwise choose to receive it. Most spam is commercial advertising, often for dubious products, get-rich- quick schemes, or quasi-legal services, and is genre of Scamster. The correct definition of spam is UBE, "unsolicited bulk email".

The second, which is solicited, is commonly referred to as "opt- in" email. This differs from spam in that recipients, have asked to receive email. This normally takes form of a newsletter or ezine. An important point here, is that person can easily remove their email address from list if they don't want to receive it in future.

For purposes of this discussion, let's assume we are sending our email to an "opt in" list. Forget about spamming. Most ISP's (Internet Service Providers) will cancel your account if you do so.

You can send out your email in one of two ways. Either you can maintain list of addresses on your computer, or use a List Server.

If you maintain list yourself, and send out your email using a package such as Pegasus or Eudora, you are responsible for maintaining list - both adds and drops. If you have a lot of subscribers, this can become an unmanageable task. It also ties up your computer for a period of time while you are sending them out. Using a standard modem, figure about 15 minutes per thousand addresses.

Enter List Server - here you send your message to List Server and it sends it to your list - you can then go about your business while this is being done. It also makes maintenance of your list a lot easier. You don't have to worry about adds, and more importantly drops to list, as it is done for you. If you have only a few hundred names, you can consider doing it yourself, but when your list gets larger than that, you should definitely consider using a List Server.

By giving your subscribers a value-laden, benefit-rich experience you can create an ezine with a loyal and eager following of dedicated readers.

Here are three powerful things you can do to create type of experience your readers demand:

1. Let Your Readers Get To Know The Real You

My favorite ezines have a personality. The personality of writer behind words is what captivates my attention.

Every writer has a unique style, and when it is allowed to flow freely it can be quite contagious. Let real you come through in your words. Let your style flow from your heart. Just be yourself and talk directly to your subscriber.

An effective technique is to visualize yourself writing to just one person. This person should fit profile of your target group. If you've properly identified wants and desires of your audience, you'll find your writing style becomes more natural and flowing.

By using this model you discover power behind word "you". You can never use word "you" too much. You know what I mean?

This approach works even if you are editor of a corporate or institutional publication. Your own voice is more effective, and affective, than an anonymous, ghost-like corporate voice. You'll discover that personal approach helps to bridge gap between a reader and an otherwise impersonal entity.

2. Provide Solutions That Help People Reach Their Goals

Your readers subscribed to your ezine because you made a promise to deliver something of value. You must consistently deliver goal-oriented value to keep loyal readers.