Remember, you can send your message to everyone on your e-mail list almost as easily as you can send it to one person. They key is to get your name and message in front of these people. Be sure to send something interesting, useful and informative. Don't send a direct sales pitch, or that's the last time they'll ever read any e-mail from you. Send something you wouldn't mind getting yourself.
People are willing to tolerate subtle sales overtones if done in an informative and interesting way.
After all, the entire infomercial industry is based on this sales method. The important thing is to get your message out. Get people to respond to you, and you've started the sales process. Remember to send e-mail to both prospects and your current customers. Your current customers often can be cross-sold to other services or products.