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The Rise Of Second Degree Spam







The Rise Of Second Degree Spam

The Rise Of Second Degree Spam 11/17/2003 01:57 PM

While the Direct Marketing Association continues to push for a definition of spam that would make only fraudulent emails spam, they seem to be ignoring the fact that most spam is defined simply as "emails I don't want" - whether legitimate or not. And, under that real world definition, more and more spam is coming from so-called "legitimate" sources. People are starting to call this email "second degree spam". It's not unsolicited, because the receiver signed up at one point or another, but the company delivering the marketing messages has done nothing to make those emails relevant - and thus, in the user's eye, they're no different than spam. The marketers seem to be ignoring this because they think it's to their benefit. They're wrong. The more that lazy marketers simply blast people with irrelevant emails just because they think it's okay that someone "opted-in", the less people will pay attention to these emails. If they actually focused on customizing the messages and providing what people wanted without inundating them with useless stuff, they might actually get a good return. Unfortunately, it's easier to be lazy and use a "scorched earth" policy of blasting out as many messages as possible - even if it will only work to destroy email as a marketing mechanism.




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