Often thought of as a new medium, e-mail has actually been around since the Internet emerged. Today, the majority of Americans use e-mail every day and it is an extremely popular and effective marketing channel. Spam is still a challenge. Fortunately, industry self-regulation as well as anti-spam technologies, services and laws, including The CAN-SPAM Act of 2003, have provided much value to the marketer and the consumer. It is now much easier for top-brand marketers to comply with best practices, earn consumer trust and maximize their e-mail marketing ROI via the e-mail media channel.