Step 1: Think First

These days people are sensitive about receiving unexpected email due to the massive junk email ad campaigns of recent years. When you compose a message to send, think about how welcome it will be received by the addressee.

Step 2: Answer Requests

If someone has asked you for an email, that's clearly a case where email is OK.

Step 3: Sending Newsletters

There is no clear rule on friendly newsletters. Some people are offended by them because they are impersonal and take time to read. Others think newsletter emails are a great way of using technology to keep in touch. Leave on the distribution list anyone who has said it's OK, or sent you a reply of thanks for the letter. If you get hints in the other direction, be sure and remove those recipients. In general, it works best for family and your closest friends.

Step 4: Watch the ads

Above all, avoid the activity that got people so sensitive about unsolicited mail in the first place: massive "spam" email campaigns. When you do send an advertisement email, limit your use of all-caps text and exclamation points. Save the intensive ad campaign for your web page or other advertising methods. And if you're sending to someone who's not already a customer, keep it brief and as light as possible.