Electronic mail has been in widespread use for more than a decade, simplifying the flow of ideas, connecting people from distant offices and eliminating the need for meetings, but e-mail should be carefully managed to avoid unclear and inappropriate communication. As time goes on and more people surf the Net, the amount of unsolicited e-mail grows. Some folks reasonably assume that cyberspace mirrors many aspects of other forms of communications. It would seem that since telemarketing and direct mail are successfully used as marketing techniques for many businesses, it should follow that direct e-mail or unsolicited e-mail should also work. This topic is hotly debated between experienced Internet users and newcomers.
Unlike receiving promotional materials through the mail or over the phone, e-mail does carry a cost to the recipient. "Bandwidth" is used every time when an e-mail message is sent and places a load on existing resources. The process of sending unsolicited e-mail to large, untargeted lists, or through mailing list discussion groups or Usenet newsgroups, is known as "spamming". Spamming wastes bandwidth. Imagine if it became common practice for businesses to market this way. Not only would it be annoying for many, the load on the system would translate to higher access fees. Unlike regular mail where the sender pays the cost of delivering the mail, e-mail is cheap to send, and in some cases, expensive to receive.
Many businesses responsibly market by e-mail, for example, by inviting existing customers or website visitors to receive future e-mail announcements. Some of the free e-mail services are advertiser supported and hence using e-mail marketing in an up front acceptable manner. Hopefully, this will be the norm, rendering the inconvenience of spa in a thing of the past.
1. Though e-mail marketing will inevitably get more sophisticated, the author believes ______
A. the trend will not continue for much longer B. it is time to put a stop to it
C. it will get worse D. it is time for senders to be more responsible with it
2. The general use of the term "spamming" in this text refers to ________
A. any unwanted e-mail B. any untargeted e-mail
C. any unsolicited list e-mail D. any targeted list e-mail
3. The difference between regular mail and e-mail in terms of costs is ________
A. e-mail is many times more expensive B. e-mail costs the receiver
C. e-mail costs nothing to send D. e-mail saves the cost of paper
4. In order to market responsibly, the author suggests that businesses________
A. obtain permission first B. cut down on the number of e-mails
C. only send e-mail to existing customers D. do not use advertisements through e-mail
5. Which of the following can best sum up the text?
A. The trend towards e-mail marketing must be stopped.
B. E-mail marketing has changed a lot since it first began a decade ago.
C. E-mail marketing is unproductive when used incorrectly.
D. E-mail marketing messages must be managed wisely.
核心词汇注释
simplify vt．使单一化，使简单化
surf n.．海浪，拍岸浪 vi．作冲浪运动 vt．在激浪上驾(船)，在……冲浪
unsolicited adj．未被恳求 的，主动提供的
cyberspace n．几电脑空间
recipient ad．办容易接受的，感 受性强的 n．容纳者，接受者；容器
bandwidth 带宽
untargeted adj．未被设定为目标的
spamming n．兜售信息(邮件 广告，新闻，文章)，非索要信息，垃圾邮件(=junk mail)
upfront adv．在前面，预先
render vt．呈递，归还；着色； 汇报；致使；放弃；表演；实施；翻译
vi．给予补偿 几交纳；粉刷；打底
长难句剖析
it would seem that since telemarketing and direct mail are successfully used as marketing techniques for many businesses，it should follow that direct e-mail or unsolicited e-mail should also work．
[结构分析]本句中，主体句式是n would seem that，that后是一个主从复合句，since引导原因状语从句；复合句的主干结构为it should follow that(因此可以说)。
[参考译文]情况似乎是，既然电话营销和直接寄送邮件成功地用作许多企业的营销技巧，因而直接的或主动发送的电子邮件营销也应该可行。
Not only would it be annoying for many，the load on the system would translate to higher access fees.
[结构分析]本句是以Not only开头的倒装句。后面的but also被省略。动词translate此处应理解为“转化”。
[参考译文]不仅许多人感到烦恼，而且系统的负担也会转化为较高的使用费。
全文参考译文
电子邮件得到广泛应用已超过十多年，它让思想的交流简单便捷，让相隔遥远的办公人员相互联系，让会议的召开失去必要，不过为了避免不明和不当的交流，电子邮件应谨慎使用。随着时间的推移以及更多的人上网，主动发送的电子邮件数量在增多。一些人理所当然地认为，网络空间反映出其他交流形式的诸多方面。情况似乎是，既然电话营销和直接寄送邮件被成功地用作许多企业的营销技巧，因而直接的或主动发送的电子邮件营销也应该可行。在经验丰富的互联网用户和新用户之间，这个话题争论得很激烈。
与通过邮件或电话接到促销材料不一样，电子邮件确实给接收者带来费用。每次发电子邮件都使用“带宽”，给现有资源带来负担。向规模庞大的、未设定目标的用户群体发送主动发送的电子邮件，或者通过邮件列表讨论组群或Usenet网新闻组群发送，其过程被称为发送“垃圾邮件”。发送电子垃圾邮件浪费带宽。试想企业普遍采取这种方式营销的情形。不仅大家感到烦恼，而且系统的负担也会转化为较高的使用费。与传统邮件由发送人支付投递费用不一样，发送电子邮件省钱，可在有些情况下接收却很费钱。
许多企业通过电子邮件营销是负责的，例如邀请现有顾客或网站访问者接收以后的电子邮件通告。一些免费电子邮件服务由广告商付费，从而以能够接受的预付方式使用电子邮件营销。这种方式有望成为标准，使电子垃圾邮件造成的不便成为历史。
题目答案与解析
1．尽管电子邮件营销不可避免地得到愈加广泛的应用，但作者认为 _________。[答案]D
A．这种趋势不会持续太长 B．该是让它停下来的时候了
C．它将变得更糟糕 D．这时应让发送者对它更加负责
[解析]本题的依据是原文中的but e-mail should be carefully managed to avoid unclear and inappropriate communication。
2．在文中使用的术语spam指的是_________。[答案]C
A．任何不想要的电子邮件 B．任何未设定目标的电子邮件
C．任何主动发送的用户电子邮件 D．任何设定目标的用户电子邮件
[解析]本题可参照原文的The process of sending unsolicited e-mail to large，untargeted lists，or through mailing list discussion groups or Usenet newsgroups，is known as “spamming”．A项的unwanted与unsolicited含义不符；B项的untargeted修饰lists：D项的targeted违背原文。因此正确答案为C。
3．按照成本，传统邮件与电子邮件的区别是________。[答案]B
A．电子邮件贵许多倍 B．电子邮件让接收者花钱
C．发送电子邮件不花钱 D．电子邮件节省用纸的成本
[解析]本题的依据是原文的Unlike regular mail where the sender pays the cost of delivering the mail，e-mail is cheap to send，and in some cases，expensive to receive。
4．为了负责任地营销，作者建议企业___________。 [答案]A
A．首先获得允许 B．减少电子邮件的数量
C．只对现有的顾客发送电子邮件 D．在电子邮件中不使用广告
[解析]本题的依据是原文的Many businesses responsibly market by e-mail，for example， by inviting existing customers or web site visitors to receive future e-mail announcements．作者这样讲是建议企业在进行营销时应首先获得接受方的允许。因此正确答案为A。
5．下面哪一项能够最好地概括本文? [答案]D
A电子邮件营销的趋势必须停止。B自从十年前电子邮件营销开始以来它已改变了很多.
C．若使用不当，电子邮件营销就会没有收益。 D．电子邮件营销必须谨慎使用。
[解析]本题考查的是文章的主旨。从原文的e-mail should be carefully managed to avoid unclear and inappropriate communication可知，D项为正确答案。
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