I tried expressbulk once. They claim to send your message out to millions of their own network under their name for cheap and I tried it an got nothing so I will never use a 3rd party bulk emailer like them again. The best way is to build a targeted list of opt-in emails yourself and market to them via http://www.constantcontact.com which is an online bulk email service provider who you control from your name. They are reasonably priced and many smaller and some larger businesses also use them. If u choose to use a third party service to gather your email leads, make sure you google them using + spam or scam and see if there are any results. http://www.getresponse.com/email-marketi… seems to be the most reputable for getting targeted opt-in lists but constantcontact.com is a better online emailer.
As far as crafting and sending the actual emails, keep the titles to two or three words and make them very appealing and more people will open them.

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