I'm sure we are all trying!
eBid are also trying to encourage it with their BuddyPoint system which has a good aid should you start to send emails yourself.
Also, don't mention that e-word! Call it anything but, so long as they don't grab advertising space here (I'm sure someone else can explain this bit better than me!)
The other thing is trying to change the paradigm of customers who currently use the other side is proving quite difficult...