But as the climate of the medium shifts more toward mainstream commercial activity, Internet users increasingly face a new breed of marketing messages, from companies with recognizable brands. The messages contain information about such things as sale items, new products and site enhancements. In fact, for many, there's no need to update the site, because e-mail will get your message across.
Statistics support the drive to collect e-mail addresses.
Meanwhile, sites go to bulk list sellers with specific demographic information in hand. Knowing that a segment of their audience falls within a certain age, sex and educational demographic, they can buy a list of e-mail addresses that fit that mold. In other words, companies analyze their lists, looking at any information they have about the recipients, and try to formulate messages that will drive people to their Web site. Analysts say that when it comes to most reputable companies, the messages are designed to be quick, easy to read, and extremely relevant to the recipient's buying habits or interests. According to several industry analysts, not only are a number of marketers sending e-mail that's far from what the recipients signed up for, but they are making it difficult to terminate the relationship.