Note: what I’m presenting is a brief transcript of the video whose credit is Mr Mauricio duque (SETH GODIN) and anyone can apply their techniques according to its mission which is to reduce the digital divide in Latin America. Then note the video, personal notes, conclusions and final recommendations the purpose of this article is that most of people interested in online businesses expand their knowledge in different aspects of the marketing by internet and especially in regard to email marketing. Source of information:. Viddler. com/browse/mduque/videos/12/Marketing Simple way to Email in a timeline from 1990 to 2009 email marketing and other materials to communicate and publicize our clients has evolved in the early 1990s direct mail and phone were the tools d communication more usual with our customers at the beginning of 2009 there is a proliferation of channels of communication (emailMobile, sms, mail direct, telephone, VoIP and multiple tools that facilitate the relationship with the client as social networks, blogs, rss, podcasting, social media and ads, landing page, web cam among many others the constant: fragmentation of media, diluted messages, customer segmented some basic concepts that we must handle: spam: send mail without the authorization of the person optin: accept a double message optin: generate subscribe via email and mail to confirm action. benefit of the above: verified mail user takes the job of accepting your mail demonstrates interest, truly wants to receive the information. Every action is going to have a greater return on investment, saving money on email marketing budget poorly written email, etc interpretations of consumers about spam personal note: this is an interesting statistic to establish the perceptions of consumers when you send mail or email 56% marketing campaign is made of messages opt-in (email accepted by the user) are considered spam by not be considered interesting personal note: the author shows us a high percentage statistics, this indicates that the marketing strategy that we use must be very well founded to not lose time and save resources 50% of messages opt – in are considered spam by its high frequency of sent 48% used the button report spam for reasons other than the mail not requested personal note: delicate, bone a user wrongly we noted as spam (junk mail) and we had to make part of the (unfair) statistics that we do spam.