The e-mail that arrived this morning (Sunday, April 9, 2006) was from Beth, a newspaper reporter with whom I worked about 25 years ago in Central New York. Her subject line read, “Hello from the past, circa 1981.”

Beth is in Louisville KY now, one of several Associated Press stars I am fortunate enough to rub elbows with on occasion. She had seen my name, did a Google search, found my website, and dropped me a line … just to send greetings and attempt to keep in touch, after all this time.

I responded quickly, delighted that she had thought of me. “How did we ever get along without the ‘Net?,” I asked.

It’s true: the Web has made communicating easier for all of us. But, like Beth, we need first to find, and then reach out to, the people who matter to us. To effectively communicate on the Web – be it for marketing to clients or prospects, or keeping up with family members or long-lost pals – we need a vehicle for consistent and persistent contact. Usually, that’s via a newsletter. Usually, it’s sent by e-mail.

What gums up the works, however, is the shadow of spam: the unwanted, unsolicited messages that clog our e-mail inboxes daily. It’s estimated that up to 80 percent of Americans’ daily e-mail consists of junk communiqués. If I sent Beth, or even my brothers and sisters, an e-mail newsletter without their permission, I would be as guilty of spamming as the guy who offers me natural breast enhancement at an unheard-of low price.

To avoid being a spammer, I must obtain my intended recipients’ permission to send my newsletter. I must ask them to “opt-in” to receive it. And because they someday may want to stop receiving it, I must regularly give them a painless way to “opt-out” as well.

Beth’s e-mail today has made me resolve to do two things. First, I will ask my audience to opt-in to accepting a periodic message from me. Not surprisingly, Beth will be the first from whom I seek permission. Second, I will write and regularly send an e-mail newsletter to provide information of value to my friends, colleagues and clients. With any luck, it will be the vehicle that puts me in closer touch with all of them.