The Other Side of Spam

"Spamming is the key to electronic commerce," maintained Tarter, making an observation that drew some dissension.

Spamming introduces many consumers to the concept of e-mail, and lots of them are delighted to be included in the messaging process, according to Tarter. The ability to "push" messages also helps counter the basically "passive" nature of the Web.

"Forget the fact that people say they hate spamming. Consumers love it, and they respond," he remarked.

Jeffrey Tarter, Publisher of the Softletter at a recent meeting of MECA (Massachussetts Electronic Commerce Association)