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I am aware of two major sponsors (one still with us, one now part of another company) that used major levels of spam to pay the bills. One was sending 5 - 8 million emails per day, one was sending closer to 20 million per day (sometimes 3 or 4 different spams to the same address each day!). When confronted with the facts, one of the companies worked it out for me not to be bothered anymore... the other one is now part of another company, and no longer appears to use mail as a marketting product.
I have no problem with opt in mailers, I run a few myself. However, unwanted, unasked for spam is a pain in the ass. One sponsor right now that I have signed up for a couple of different programs even has the balls to spam the webmaster signed emails about a month after you sign up. I got them once, I thought it was just chance, but then it showed up again a month later on a second program, and I knew the deal. I intend to have a quiet discussion with the principal(s) of this company when I see them in Vegas.
In the end, SMTP makes spam easy - and the risk / reward calculations make it too easy to figure out.
Alex
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