Dear Valued Patron;
How would you like to associate your organization with false advertising, illegal marketing scams, snake oil diets, and offensive unsolicited porn? You can—it’s easier than you think. You can reach thousands of people for every penny you invest. The only real cost is to your reputation.
What? That doesn’t sound attractive to you? Too bad. You’re doing all that—and more—every single time you send unsolicited bulk e-mail. It’s also known as spam, and for good reason. Why?
In a classic Monty Python sketch, a customer in a restaurant asks what’s on the menu. The waitress tells him, “Well, there’s egg and bacon; egg, sausage, and bacon; egg and spam; egg, bacon, and spam; egg, bacon, sausage, spam; spam, bacon, sausage, and spam; spam, egg, spam, spam, bacon, and spam; spam, sausage, spam, spam, spam, bacon, spam, tomato, and spam; spam, spam, spam, egg, and spam” (and so on). Then a chorus of Vikings begins chanting, “Spam, spam, spam, spam; lovely spam, wonderful spam.” The waitress just doesn’t get it, even when the customer repeats that he doesn’t like spam.
You may be the victim of false advertising. Many spammers advertise “opt-in e-mail lists” with millions of targeted recipients—but please think for a moment. Would you choose to be on a mailing list that let advertisers fill your mailbox dirt-cheap? Are there millions of people who would choose to have a mailbox with advertisement, advertisement, personal letter, advertisement, family newsletter, and your advertisement? If someone has asked you to read this page, there’s a good chance you’ve patronized spam—and been advertised along with snake oil diets and illegal marketing scams. Don’t you think you’re in bad company?
You don’t have to be. If you want more information, you can read Stopping Spam: Stamping Out Unwanted E-mail and News Postings. It’s one of O’Reilly & Associates’ best-selling titles. But, most importantly, you can stop paying people to make you look bad. Think about it.