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Toss the Spam

E-mail marketing can be a very effective means to grow and maintain a business. Building a mailing list of customers and using that list to inform them of special opportunities is relatively inexpensive and provides good return.

Unfortunately, some marketers don't want to wait for you to give them your e-mail address and they find it some other way. Then you get e-mail from them with a message suggesting that you invest in their idea, buy their product, or something. Sometimes you can't even tell what the e-mail is about. That's spam, a name used to describe unsolicited commercial e-mail, even though it's a respected trademark of Hormel, the meat packing people. Actually, the e-mail could be noncommercial, too, but usually it's from someone who wants to help you spend your money. As a result, your mailbox gets filled with e-mail like the one shown in Figure 12.1.


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