Don't send e-mail to people who don't care

Mass mailings are easy on the Net, and a lot of non-guerrilla marketers figure it's fine to get a tiny response to a mass e-mailing. But guerrillas know better. They know that annoying 1000 customers to make one sale is bad business, and many people are annoyed by unsolicited e-mail on the Net. It's far better to build a qualified e-mail list from customers, people who have queried you about your business, or correspondents from discussion groups than it is to mail to people you don't know. With a qualified mailing list, you'll know your message is going to people who are really interested in receiving it.