Letter: Recipients Are the Ones Who Define What Is Spam

Share this content:
Bravo to Ken Magill for simplifying this crazy story about the struggle between the Association for Interactive Marketing and the Direct Marketing Association in defining spam.

Get off the high horses and wake up, folks -- in the long run, the recipients of our e-mail are the ones who define whether it's called "spam" or something they like to get.

Most advertising messages I get in my e-mail are pure crap -- and that is spam to me, even if you who send it think that it's wonderful and is not spam.

Years ago, in the catalog world, we found that people who say they hated "junk mail" actually liked getting catalogs, which are nothing more than multiple-page direct mail. In fact, they liked getting offers and purchasing by mail. The stuff they hate is the stuff they don't want. And mail is far less intrusive than spam.

Sigh! Why can't these pesky consumers be more complacent or at least consistent? It's the beauty of human nature, my friends. I'd say that any company who's not doing extraordinary efforts in the mailbox -- to you AIM folks, that's called 'snail mail' -- to court and woo opt ins, like, NOW, is going to be left far behind when it comes to generating traffic to their sites.

Oh, and most of you had better hire some better creatives than the ones who are doing your e-mail because that stuff sure looks, reads and smells like spam to me!

Carol Worthington Levy, Creative partner, MarketingBank



Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above