The definition of "spam" is in the eye of the beholder. Outrageous cons—say, dodgy financial propositions from improbable Nigerian millionaires—qualify unquestionably as spam. But what about that array of seemingly legitimate pitches and newsletters cluttering your email Inbox and Bulk folder?

Maybe you registered at a Web site and overlooked the opt-out box at the bottom of the page—the one saying: "Check here if you would not like to receive special offers." Of course you’re going to consider the resulting emails spam. You never even noticed the option.

But what if you consciously chose to leave that box unchecked? In that case, you’re (theoretically) receptive to whatever comes. Of course, that depends on whether you remember making the choice.

Even email from opt-in processes has the potential to feel like spam. If you receive multiple messages a week when all you expected was one, it can feel like an abuse of privilege. You start out enthusiastic and wind up bitter.

Use an understanding of your own preferences to your advantage. When pondering outgoing promotions, keep the Golden Rule in mind. Send only what you’d want to receive.

The Po!nt: Make recipients feel as if you considered their specific needs before you hit Send, and they’re more likely to hit Reply.

MarketingProfs members have definite opinions on this subject. Click here to see how they view unsolicited email.

→ end article preview
Read the Full Article