Spam is electronic junk mail. Of course, it isn't necessarily junk, but it is unsolicited information sent to a prospective customer. Some businesses have embraced spam with a passion. I'm sure that we all receive some form of junk mail several times a day. Very often we don't even take the time to read it; we simply press 'delete' and it's gone.
The internet makes it easy to send a pile of information to a large number of people, very quickly and inexpensively. This doesn't mean that you should go overboard when sending electronic mailings. Using the internet to advise potential customers about your products is fine, but don't start stalking them. A better option is to offer a free newsletter to some sort, which visitors to the site can subscribe to. They will then be expecting your e-mails and it will seem less invasive.
The main problem with inundating potential customers with e-mails is that they can ultimately start to resent your business. It is like a pesky telemarketer who won't take 'no' for an answer.
A couple of other key areas that can really upset receivers of spam are marking it as urgent when it isn't, and attaching a large file that takes forever to download.
Spam is a powerful marketing tool, but remember the principles of customer service. It is easy to press a few buttons and to be anonymous, but for every e-mail that is sent, there is a real person sitting at a computer somewhere in the world who will have to open and read your message. What message do you want them to have about your company?
I also believe that it is a good idea to have your company's policy regarding spam included on your site. Here is an example:
Spam policy:
The marketing professional are aware of their corporate responsibilities as good internet citizens and are dedicated to protecting the privacy and rights of other internet citizens. We are strongly opposed to the sending of unsolicited e-mail (spam) and have made every effort within our power to discourage and prohibit the sending of spam.
We are highly sensitive to the privacy of each of our subscribers and will not make their name, address, or any other information that they have provided us available to anyone without the subscriber's express permission.
Our definition of spam:
Spam is any unsolicited e-mail. This includes any promotion, information or solicitation that is sent to an individual without prior communication between companies requesting information.
What is not spam:
An e-mail is not spam if the recipient in anyway requested e-mail be sent to them. Sometimes bulk e-mails may be sent to clients to update them on various topical issues. These bulk mailings will always have an easy option to allow the recipient to be removed from the mailing list. Our aim is always to ensure that you are informed but not inundated.
The main aim of making a statement like this is to show your customers that you respect their time and their privacy. This is an important aspect of customer service.