January 22nd, 2007 by Bob Bly
Internet users who don’t like online marketing let us online marketers know it — in loud, often abusive, profanity filled e-mails — when they don’t like our promotions.
I never really understood this: I mean, how much are you really being harmed getting an e-mail you don’t want?
Now, a recent article in Time may cause some anti-spammers to tone down their righteous indignation a bit before screaming at e-mail marketers.
When anti-spammer Mark Mumma got a few e-mails he didn’t like from Cruise.com, he posted photos of Cruise.com’s founders on his Web site and called them “spammers.”
To his surprise, Cruise.com sued Mumma for besmirching their reputations.
The case is heading for trial, and Mumma could end up paying Cruise.com $3.8 million in damages.
You may not like e-mail marketing, and if you don’t, just unsubscribe from the list sending you the e-mail you don’t want.
But as the Mumma case demonstrates, getting an e-mail you THINK may be spam does not give you carte blanche to say or do anything you please in response — even though, as a legitimate e-mail marketer, I can tell you that many people out there think it does.
Source: “A Spammer’s Revenge,” TIme, 1/15/07, p. 62.
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