The word “spam" makes most ordinary people cringe. After all, nobody likes having those unwanted emails pitching the latest deals on software, pharmaceuticals, or online dating service bombard their inboxes. But if you think spam exists solely in your email inbox, you’re quite mistaken. Wikipedia defines “spam" as “the use of any electronic-communications medium to send unsolicited messages in bulk, indiscriminately." By that definition, every television commercial you’ve ever seen can be called spam. And if that’s true, even the Pillsbury Dough Boy is a spammer. Tell me that high-pitched giggle hasn’t gotten on your last nerve before.



When I sit down to watch TV, I am constantly interrupted by commercials. Do I want to see the commercials? Not particularly. Do I have a choice? Not at all. So why are the same types of messages so offensive when they’re delivered in an email format? What is the difference, really? The real difference, if you ask me, is that we can’t avoid television commercials without turning off the TV. However, we can set up filters and block senders on my email account. We can allow only people that we know to send emails to me. We can’t do that with broadcast television – we get their commercials no matter what. So why do people take such horrific offense when they receive an unsolicited email?

Sure, I’ve been involved in promoting some offers that have been considered spam, but then again, just about every “unsolicited" email is considered spam these days. I’ve certainly broken no laws. Besides, what’s the real difference between receiving an unwanted email in your inbox and receiving an unwanted coupon booklet in your mailbox? In my opinion, there isn’t one. Strictly speaking, spam can occur in any form of advertising in any medium so long as the recipient did not explicitly request what’s being delivered. Well, doesn’t that cover ALL advertising? Why have we relegated spam to the confines of electronic mail? The fact is, when a marketing company follows the rules and regulations of the Can-SPAM Act, email communication is NOT considered spam.

Most legitimate marketers follow these rules. If they don’t, they can get fined, shut down, and blacklisted, and legitimate marketers know that it’s not worth risking everything to send out an email offer. Some rules of the Can-SPAM Act include: having the opt-in information – the when, where, and how those on a list opted into it – of every recipient on their lists, inclusion of the physical address of the marketer sending the email, a functional unsubscribe link, and using non-misleading subject lines.

As a marketer that has seen the potential of legitimate email marketing for small business owners, I feel obligated to defend it. Yes, there are people out there that will spam you, but those people aren’t legitimate marketers and, undoubtedly, they should be reprimanded for their actions. But legitimate marketers adhering to the rules of the CAN-SPAM Act have the right to send emails to those people who’ve opted in to receive offers, and they shouldn’t be lumped in with the law-breaking spammers.

During my career, I’ve utilized email marketing a lot, and believe me: I’ve had my fair share of berating from friends and relatives. “Oh! So YOU’RE the one that sends me all that JUNK MAIL!!!" has become a familiar statement at holiday get-togethers. But, truth be told, email marketing can be a very effective way to promote your products. Unfortunately, many small-business owners just won’t use it because they don’t want to be called a spammer. The word itself carries so much negative connotation for people that they dismiss email marketing before they even understand the laws regarding it and how it can be utilized effectively.

More importantly, small, local businesses shouldn’t disregard email marketing because they’re afraid of being called a spammer. There are many useful, legal ways to use email as part of your overall marketing strategy, especially concerning your own internal customer database (a list of current and potential customers’ email addresses). These are YOUR customers; they have either purchased a product or service from you or have, at the very least, requested more information from you.

If you’re having a blow-out sale, are introducing a new product, or are simply mailing an informative newsletter, email is an excellent way to communicate with your internal customer database. Sure you can pursue more expensive and time-consuming communication methods like calling them or sending a direct mail piece, but why would you? Besides breaking your bank and eating up your resources, those methods aren’t as efficient or effective at bringing these prospects back to your website.

With a simple click of the mouse, you can catch your internal customer database at the right time and in the right place. If they’re checking their email, they are already online – one more click takes them directly to you – and you’re one step closer to your goal of more site traffic and more sales. The best way to integrate email into your marketing strategy is to start creating your own internal customer database. Once you have some names compiled you can begin to communicate with your list. For some great ideas about how you can start collecting your current and potential customer data, check out this article on Low Hanging Fruit.

When you do start emailing, you’ll really be able to see how your database is responding, because you can track everything – how many people read the email, how many click on links to your site, and more. There’s a possibility that you might get some complaints from people that don’t remember giving you their information, but don’t let that discourage you. As long as you’re abiding by the rules and regulations of the Can-SPAM Act, you have the right to communicate with these people as you see fit. If you do get a complaint, handle it thoroughly – remove that address from your database, make sure it’s excluded from receiving future mailings, and send them an email letting them know that they’ve successfully unsubscribed.

You’ll soon discover that the rewards will vastly outweigh any negatives associated with using email to market your business. Remember, no successful entrepreneur ever became that way by avoiding risk. And when the risk is as safe and proven as email-marketing results, it’s well worth taking. Spammer? Sticks and stones… Smart, successful business owners don’t buy into that kind of hype – they apply sound marketing principles that generate the results that work!