E mail marketing- you have any idea?

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Very recently, i have hosted my website. For its marketing, i am following the typical free modes of marketing. link exchanging, article submission, free ads concept etc. Can i go for Mass emailing about it? But in that case, the recipients are quite likely to take me as a spammer. In that case, my prime objective will be hampered. But there should be some legitimate agencies who can do this type of mass emailing? You have any knowledge about any of them? Or is there any site who provides these mass emailing scopes for marketing purpose? Anyone have any idea of free email extractor? Thank you.