Sailing through the email fog


E-mail is probably the most efficient way of reaching your business contacts ever invented. It can also be one of the most frustrating. Good use of e-mail is an invaluable marketing tool and most of the rules for good use are plain old common sense.

To gain e-mail you need to buy a domain (yes, I know they’re free with a dial-up account, but trust me, you need to buy your own). This is your personalised number plate on the Internet. It’s your company name or something close to it if someone has grabbed it already. You buy a domain name through a domain name registrar (and there are many in New Zealand) by going to and clicking the ‘authorised registrars’ link in the main menu. Any of the companies listed here can sign you up for a domain and subsequently, an e-mail account based on the name.

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