If you don't want to be accused of spamming your recipients, you need to use only opt-in email lists. Opt-in lists are targeted email lists that offer you a politically correct way to reach your target audience. Another reason to use an opt-in list is your Internet Service Provider or ISP thinks you are sending spam, they will surely cancel your account and your access to the Net.

Opt-in email is more extensive than using unsolicited bulk email but is far more effective and is quickly becoming an effective way to sell on the Internet. The response rate from marketing to the proper opt-in email list can be five to ten times higher than a banner ad.

Here are some rules to keep in mind when selling through email.

• Identify yourself. Let your prospective customer know who you are right up front. If you've rented an opt-in list, remind them that they opted in. Include a sentence reminding them why they're receiving your email.

• Keep it short, real short, less than one page. Email is most effective when it's short and simple. After you introduce yourself, give a brief description of your offer. Within the offer, give them a link to click or refer them to the URL of the buying page.

• Provide value for their time. Make it a compelling or a limited-time offer. Offer something that they couldn't already buy from your site. Perhaps an exclusive offer only made through your email.

• Be ready to apologize. People's memory can be short and they can forget they opted into the list, or their tastes or needs might have changed. So, if they complain or ask to be removed from your list, respond quickly and politely.

• Make it easy to unsubscribe. Place your unsubscribe instructions both at the beginning and at the end of your email message. Don't make them call a phone number to unsubscribe. The unsubscribe process should be both fast and simple.