SPAM = Anything The Receiver Does Not Want

Recipients will flag an e-mail as spam if the content is not of interest to them, even if they have opted into the list that sent it. That is the main finding of recently released data from a MarketingSherpa/Q Interactive study.

While the top reason that respondents reported e-mail as spam was because they had not opted in to mailings, the second was that the material sent did not interest them. More than four out of 10 e-mail users who hit the “spam” button said they had categorized uninteresting mail as junk.

eMarketer offers a great overview of the study and related data in “‘Spam’ Definition Grows.”