What’s so bad about spam?

I believe Paul Shalet is lying (MW August 2). I think he secretly likes receiving e-mails exhorting him to “get a bigger penis in ten days” and a “free university degree”. Not that I think – or know for that matter – that Paul doesn’t have a big penis or a university degree, but I suspect that, like most of us, he actually finds it rather amusing and interesting receiving such mail whether conscious of asking for it or not.

This, I feel, is an important point that Paul failed to raise in his thought-provoking article. While most people find it irritating to receive irrelevant mail, occasionally unsolicited mails are amusing, relevant and sometimes more of interest to someone else you know. The best unsolicited e-mails, in our office at least, get e-mailed around the office and elsewhere – isn’t this the whole premise of viral marketing?

I like having the option of filtering out myself what I do and don’t want to read, but do I want to stop unsolicited mail completely? Well, no more than I do direct mail, or irritating radio ads and annoying TV commercials. I don’t find it too much of a chore pressing my delete button – at least I have only had to read the subject line. On the radio I have to listen to the whole sales spiel before I get to listen to my favourite tunes because it’s too much of a pain changing stations all the time when I’m driving.

So I agree with the EU decision. I don’t think the matter is as straightforward as Mr Shalet makes out. While I certainly don’t want to be hit with hundreds and thousands of irrelevant messages (especially if you publish this letter) I am old-fashioned enough to think that I might just be missing out on something, if I only receive what I think I want.

Julia Wild

Director of strategic marketing

Tw1

Birmingham

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here