Despite all you've read, commercial e-mail (commonly referred to as "spam") is neither a) the end of Western civilization, or b) a low-cost, works-every-time, marketing panacea. E-mail will not replace traditional direct marketing soon, but even now is something that every technology marketer should consider seriously as part of his/her overall lead generation strategy.

The controversy surrounding spam has its roots more in the message than the medium. Currently, too many individuals are receiving e-mail about topics (multi-level marketing schemes, X-rated web sites) which hold absolutely no interest to them. As e-mail lists improve, and as our ability to deliver serious, relevant messages to a targeted list of business users increases, so the furor about e-mail will subside.

In the meantime, here a few quick tips for e-mail success:

1. Choose your list carefully. Avoid "junk" e-mail lists and stick with files that maintain either a strict "opt-in" policy or at minimum, a responsible, proactive approach to managing subscribers who "want out."

2. Keep your message short. One-and-a-half screens is OK, but make sure that the reader sees the main points - including the offer and the call to action - without having to scroll down the page. (In other words, get to the point!)

3. Don't send respondents to your home page. Construct a hotlink that sends the reader to a specific URL and response form separate from the main section of your web site.

4. Sell the offer. Tell the reader exactly what it is you're offering to send or show him or her: a CD-ROM, a white paper, an exclusive Web demo, etc.