Reactive e-mail requires a reply. Such e-mails may be general inquiries or requests for specific information. When you respond to such an e-mail, be sure to mention your services, focusing on what you can do for consumers.

Proactive e-mail is what you send when you set up a business meeting or solicit business. Be sure that the recipients have already indicated they’d be willing to receive e-mail from you. Unsolicited e-mail, or spam, is a cyber no-no—the equivalent of an unwelcome telemarketing call. How can you obtain permission? Some practitioners send out snail mailings to their farm offering CMAs if consumers share their e-mail addresses. You can also collect e-mails through your Web site asking buyers to complete a form about their wants and needs and by offering free reports to those who provide their contact information.

Informational e-mails include such information as policy updates, meeting schedules, listserves, and newsletters for which no reply is expected.

Nonfunctional e-mails serve no business purpose.

Chain letters and jokes. Before you forward the joke or chain letter that you’ve just received to all your friends—or even established clients—ask yourself if they’ll be glad you did. Will it annoy them because it clutters up their in-box or, worse, will they be offended?

Urban myths. These shocking stories appear to be true. But remember not everything you receive by e-mail or read on the Internet is based in fact. Before sending off a warning about a hypodermic needle found in the ball pit at a McDonalds restaurant, check to see if the story is true. Has it been in the mainstream press?

Spam. No one likes to receive unsolicited e-mail selling products or services. If you solicit business without first getting the recipient’s permission to send them e-mail, you violate spam rules. Your marketing message could appear invasive and backfire on you.

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