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Email-based Public Relations, or Mailing Lists for Web Sites

August 23, 1999

Email may be the most useful invention since the telephone. Email-based mailing lists are very useful on their own merits, and they can also be great companions to a Web site. In this article, we'll explain the basics of setting up both announcement and discussion lists, and share some tips for building lists into valuable resources. We'll also look at some ways that mailing lists can complement a Web site by increasing visitor traffic and extending the usefulness of the site.

Email is truly the "killer app" of the Internet. It may be the most useful invention since the telephone. Many a grandmother, who ordinarily wouldn't touch a computer with a ten-foot pole, has taken the plunge and gotten set up with a computer and an Internet account, once she realized that far-flung grandchildren reply to email more readily than to letters. It's a huge morale-builder in the military, allowing service people to stay in touch with the folks back home from literally anywhere in the world. The post office tells us that the volume of paper mail has declined substantially since email started to catch on. Email is even good for the environment, as it means less paper is consumed, and less oil is burned delivering the paper.

Personally, I've been a devotee of email for years. I love how it allows me to stay in touch while on the road (I'm writing this by the side of a mountain stream in Switzerland), and how it lets me cut down (slightly) on the mountains of paper that can so easily take over a whole office. In fact, I use email for almost all my correspondence, and am scornful of those poor souls who still piddle around with archaic technologies like faxes.

Email will probably bring world peace and cure cancer too, but enough praise for now. The focus of this article is how a Web site owner can use email-based mailing lists to improve the utility of a Web site, and increase visitor traffic. Some writers have pointed out that, while the Web tends to attract all the press (and investor dollars), the less-glamorous technology of email is in fact even more useful, and is used by even more people. But email and the Web are simply two different ways of transferring information, and each is appropriate for certain applications. In this article, we'll discuss how you can use automated mailing lists to boost your Web site traffic and make your site more useful.

Contents:

Alias Smith and Jones
Real Mailing Lists
The Life Cycle of a Discussion List
List Administration
List Spammers
Putting Your Mailing List to Good Use
Conclusion

Alias Smith and Jones


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