Permission is important, but it might not be enough. The relationship a mailer has with the recipient is the critical factor in determining whether a message will be considered spam or not. Despite the extent of permission, if a consumer doesn't see value in the message and if they don't respect the relationship they have with the mailer, they are more likely to report the message to their service provider. Conversely, if they do see value in the e-mail message, and/or they do respect that relationship, they are less likely to report it as spam.