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Canning Spam

Spam concerns have forced many e-tailers to rethink their e-mail marketing programs. Should you?

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This story appears in the March 2004 issue of Entrepreneur. Subscribe »

For several years, e-mail marketing has taken the place of traditional direct mail; e-tailers who use it have seen quicker responses and noticeable increases in overall response rates. And since it eliminates printing, postage and other costs, e-mail marketing is one of the most affordable ways to reach targeted groups of customers.

However, unsolicited e-mail-better known as spam-has effectively turned many customers away from e-mail marketing. Today's consumers generally don't want to receive advertising that doesn't interest them, and they especially don't like having their e-mail inboxes cluttered with spam.

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