The CAN-SPAM law does not prohibit you from staying in touch with e-mail recipients with whom you have a business relationship. If someone buys from you or e-mails with a listing question, a business relationship is established.

Some auction sellers like to e-mail their buyers, thanking them for bidding and letting them know that their package has been shipped. Some sellers also send messages to buyers thanking them for the positive feedback they have received. Some sellers like to follow up with buyers a few weeks later and find out if they are still satisfied with their recent purchase. In messages such as these, it can be appropriate to include a short sales pitch, such as: “By the way, I have just posted another vintage flower vase similar to the one you purchased last month. I invite you to check it out or let a friend know. Thanks!”

Auction buyers tend to search by item name or category, and sometimes they just browse until something catches their attention. The more efficient buyers, however, add certain sellers to their Favorite Seller list and check their auctions regularly for new items. Your goal should be to become a Favorite Seller with as many buyers as possible. Do not, however, send out e-mail that asks or begs them to add you to their list. Earn their respect by listing good items with low starting prices, cost-effective shipping, and quick delivery. Have a clearly stated sales policy. Finally, always maintain a positive attitude, even when you are under verbal assault from a buyer who obviously didn't read the item description and list of flaws before placing the winning bid. Soon, once you have made a few sales, you will begin seeing familiar screen names popping up and leading the lists of bidders.