Rethinking spam: mass commercial e-mail need not go down in flames - but users are going to have to modify their approach to make it work

Article Abstract:

Marketers want to use e-mail as another direct-marketing strategy, but it has not been an easy medium to use. Many marketers are flooding the Internet with unwanted e-mail advertising and ignoring requests from users to eliminate them from mailing lists. Lawmakers are getting involved by proposing legislation, and the Direct Marketing Assn is encouraging advertisers to follow certain voluntary guidelines.

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Mailpractice

Article Abstract:

Posting unsolicited commercial messages to an individual's electronic mail or Usenet newsgroups, forcing them to read advertisements, is called spamming and is not appreciated by most Internet users. There are other services, such as Cybergold, which pay Internet users to read their advertisements. The future of marketing probably will not operate under either extreme.

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E-mail by request

Article Abstract:

Online marketers are enabling users to increase the amount of e-mail they receive on subjects of interest, while reducing unwanted e-mail. Users fill out forms on the marketers' sites, offering data that the marketers then use to select and send appropriate e-mail. Some marketers are eliminating the e-mail process and are providing information directly on their sites.

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