Junk E-Mail is surely the scourge of the net but an email list can be a powerful weapon for online marketing. Guerrilla David Scherer uses mass email simply and appropriately with great results.

David used to use a FAX to get out urgent bulletins but it took loads of time and cost plenty. He switched to email and quickly built a list to replace his faxes. The reason that it worked so well is that everyone on the list wanted the information and elected to be on the list and David never misused his subscribers. Now they get the word out to hundreds in minutes, for pennies!