The Spam Article They Didn't Want You to See
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Responsible spam? Frank Catalano thinks it's possible, but not so his editors, who asked that a chapter on the subject be removed from the manuscript for "Marketing Online for Dummies" published by IDG Books Worldwide.
However, ClickZ picked it up, presenting a piece that presents a more "humane" way to spam, if you will, for those who simply MUST use what is possibly the least effective Internet marketing tactic.
Unsolicited commercial e-mail is nothing more than an electronic marketing message, Catalano writes. "We've come to terms with marketing messages in every other medium--including the World Wide Web--even if it means tuning them out. Could it be that what really gets the emotional, anti-spam hackles up is genuinely fraudulent spam?"
He goes on to propose a kinder, gentler way to spam, urging e-mail marketers to "Call a spam a spam. Senders must make it clear that the message is commercial in nature, starting the subject line with "UCE:" (for Unsolicited Commercial E-mail) or "Ad:" (for Advertisement), followed by the true subject.
Catalano is a Seattle-based analyst and strategist for computer industry companies, as principal of Catalano Consulting. He can be reached at email@example.com