Subscribe to Entrepreneur for $5

Canning Spam

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

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

For several years, e-mail has taken the place of traditional direct mail; 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 -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.

Continue reading this article - and everything on Entrepreneur!

We make some of our best content available to Entrepreneur subscribers only. Become a subscriber for just $5 to get an ad-free experience, exclusive access to premium content like this, and unlock special discounts.

Entrepreneur Editors' Picks