e-mail Marketing 143 When you send out your messages you should be prepared for a rush of incoming replies. `Out of office' autoresponders and `unsubscribe' requests will start to arrive as soon as your e-mail message hits people's inboxes, so don't be surprised to see them. This is probably the main reason you want to choose a dedicated (but monitored) e-mail address as the `From' address for your campaigns. One other thing worth noting here is that if you're starting with a small list, and want to use your desktop e-mail software to send out a few explo- ratory marketing e-mails to get your toes wet, please make sure you use the `BCC' (blind carbon copy) field rather than the regular `To' field for your list of e-mail addresses. If you don't, everyone on the list will see everyone else's e-mail address... and we're betting that's not covered in your privacy policy! Measuring your success Analysing the success of your first campaign can provide you with valuable data that can shed light on how you progress and evolve future campaigns. You can use e-mail marketing tools to analyse: