A direct approach: get beyond spam with these e-mail direct marketing tips from the experts.(electronic mail)

It's a basic rule of business: The more interest you can generate, the more new customers you can gain. And when it comes to attracting new clients, e-mail direct marketing is a great way to reach thousands of potential clients at a much lower cost than the traditional paper-and-postage system.

But while direct e-mail can save time and money, getting a campaign up and running requires a good strategy that avoids common mistakes and pitfalls.

By far, the most effective choice for e-mail marketing is known as "opt-in" direct e-mail. This means that every person on the list has agreed to receive marketing information electronically. Opt-in's evil twin, known as "spam," can annoy consumers. It's also illegal.

Two main methods exist for facilities or businesses to obtain a list of interested recipients for their marketing material.

1. Personal contacts. This means the facility creates a list using its Web page, various registration forms or community events. By compiling its own list, a facility ensures a willing audience and, ultimately, a higher response rate. While this is the least costly way to get started, it's not the quickest.

2. A purchased list. This list comes from companies such as NetCreations, TKL Interactive and E-mailChannel. Internet users indicate areas of interest and their willingness to receive sales information.

Buying a list from a reputable e-marketing company not only protects businesses from accusations of spamming, but it also ensures a certain level of recipient interest. Additionally, the list contains many more names than most people can get on their own. This option, however, requires a higher initial investment. NetCreations sells targeted lists to small companies beginning at $1,000.