Ask anybody and with a very few exceptions they will tell you "I hate spam." Heck, even people who send spam say they hate it. Hating spam is so universal it’s almost like hating cancer. Problem is, everyone defines *spam* differently:

To the newsletter owner, who mails to his list a different advertisement every day, spam is what "those other guys do" I run a newsletter, I don’t send spam!

To the bulk opt-in advertiser retailer, spam is what is sent by those offshore casinos and pornographers.

To an attorney, spam is bulk email sent to people who did not give permission to receive it.

To an anti-spammer, spam is any email sent without verified permission.

To the list server owner, spam is email sent using an "unapproved" list.

To an ISP spam is email that doesn’t pass its filter tests, is from a blacklisted IP address or does not carry the appropriate poetry in its headers.

But none of these people’s definitions matter. Now I don’t mean they don’t have an impact. They do. But the real impact on your profits comes from the definitions of just one group of people...

To the recipient with money to give you for products you provide, spam is *any email they don’t like.*

Ugh! That’s the toughest definition of all!

"Spam" in the common vernacular is used to describe *any email*, even from a friend, even from a company they have done business with in the past, even with the right trademarked literary masterpiece in the header IF THEY DON'T LIKE THE EMAIL.

If you want to send out a newsletter or an email advertisement, you will need to face this fact. No, it's not fair. Yes, it is VERY arbitrary.

How do we overcome this? Simple--make our newsletters of very HIGH value to our subscribers. Offer unique content. Limit the number of ads sent. All of these things will create a more responsive list with far fewer complaints and far higher profits!

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