Any message that you send electronically to lots

Spam is any message that you send electronically to lots of people who have not specifically requested mail from you — in other words, junk email. Like a telemarketing call during dinner, spam almost always annoys, and sometimes offends, those who receive it. While sending spam may result in a sale or two in the short run, it will almost surely damage your reputation, so it’s good advice to stay clear of it. There are many better ways to use email to keep in touch with current and potential customers. Here are a few of them:

  • Invite people to subscribe to an email newsletter instead of sending unsolicited emails. Have a sign-up form on your website and explain that you’ll send only timely, informative email to subscribers.
  • Include late-breaking, useful information in the email you send to subscribers. Because it can be delivered so quickly, email is a perfect vehicle for alerting people who are already part of your community to new and interesting developments. Even a modestly self-serving message will go over well if you package it with enough truly unique and valuable content. Just keep the hype to a minimum.
  • Make it easy to quit receiving email. Every message should include brief, friendly instructions for getting off your mailing list. Even people who keep subscribing will appreciate knowing that you’ve made it easy for them to say, “Enough already!” when the time comes.

Work Your Niche
Get to know the online habits of your prospective audience. What other sites are they likely to visit? Make a list and try to develop a relationship with each one. There are a variety of ways to do this. Your best options include offering to write articles (informative and not self-serving) for other sites, or posting messages with your Web address on their bulletin boards. Trade links and adverts with other sites in your field, and if you can afford it, buy classified adverts at related sites.

One web publisher doubled her traffic by spending two months (and a small amount of advertising money) working through all the sites in her niche in this way. Another got similar results by hiring and supervising a Net-savvy college student.

Don’t neglect offline ways to publicise your website. Send press releases and emails about interesting features on your site to print as well as online media in your niche. List your Web address wherever you also list yourself — business directories, professional associations, and chambers of commerce. Speak at trade shows or conventions.

 

Work the search engines
Lots of people will find — or not find — your site by using online search engines such as Google, where they type in the words they’re searching for. You need to do a little work to make sure your site will turn up when a potential reader conducts a search. Here are three good places to go for tips on making your site stand out to search engines.

  • SEARCH ENGINE WATCH
    http://www.searchenginewatch.com) is an online newsletter that offers comprehensive, practical tips about making a site that search engines can find. There are also some good links for Webmasters here.