And nobody should have to ask to be removed from an e-mail list they never asked to be on in the first place. Ethical marketers have found many ways to use the e-mail medium to get their message out to the Internet audience. Building e-mail lists is not necessarily easy. You'll have to commit yourself to spending time and money to promote your list and gain an audience. You'll also need to keep a clear head when it comes to sending mail to your list.
Many people view their e-mail boxes as an intensely personal and private space.
Think of your e-mail list as a way to build a trusting relationship with your online audience. You might also use this kind of list to carry targeted and relevant messages from outside advertisers. An editorial effort designed to serve your special audience on the Internet. A newsletter should be content-rich, but can also carry promotional messages from your company or from outside advertisers. A specialized list of journalists and editors who cover your market.