What is not SPAM?

 Answer: Generally speaking there is no clear definition of black and white of what can be considered Spam and what is not. However, when you follow a few simple guidelines you will be able to devise a simple, concise non-Spamming policy that will help you develop a long term relationship with your clients.

As you must know, customer is always right. Gaining a customer is very hard, but loosing one is easy. This is especially true about loyal long-term relationships. When you send emails, always think how would you react after receiving this email. To make it easier for you, here are a few guidelines to follow:

• Allow Unsubscribe. When you send many emails to different people, some of them might want you to stop doing so, for various reasons. For example if you are sending a daily newsletter on some subject, they might be no longer interested in or promoting new products or services that are clearly not for them. In such cases, people should have an easy way to unsubscribe themselves from the list and stop getting the emails. You should always include a disclaimer in the very front of the message, telling the user how to unsubscribe from this mailing list. You might even consider an automatic unsubscribe processing, by setting up a web form or a certain return address for that purpose.
• Identify yourself. Spammers often use unidentifiable return addresses and never put their names in the message. To differentiate yourself from them, identify your message and remind people, that this mail is not sent unsolicited. When they know who is it coming from and they understand they chose to receive it, they will not be annoyed or offended by your messages.
• Don't send large messages. Remember that a vast majority of people do not have fast internet connection and are still using slow modems to log in to the internet. If they will spend considerable amount of time waiting for your messages, even if they subscribed to the list and consented to receive email from you, they will still be annoyed and will leave your subscriber list. Moreover, not only you are putting pressure on the end user, but also using ISP's precious CPU time and data storage, to process and hold your messages. Thus, the smaller the message, the easier it will be for the user to load it. As a guideline, anything bigger than 100Kb would be considered big for the email message. In case you want to send large messages, consider leaving a link to your web site, where the content may be downloaded instead of attaching it to the email. In the worst case, warn the users they will be receiving large emails from you periodically.
• Talk to the customer, not at the customer. Try to personalize your messages to the customer, collect his/her interests. At the very minimum, you should know the name of the person you are trying to address. Emails starting with something like: "Dear sir or Madam", or "Hi" are not very good. The more you know about people doing business with you, the more profitable business it will be. You will be able to target your letters more precisely and get more response.
• Don't send confidential information. Regular, unencrypted email message is still considered an unsecured medium of communication. Don't send your customers private information using an email. Things like credit card's number, postal address and so on, should not be mentioned in your email messages.

Following the above guidelines will make clear difference between your messages sent to subscribed users and blunt Spam circulating in thousands all over the internet. The main rule to follow is, if majority of your subscribers think you start Spamming them, you should urgently reconsider your policy, because you will start losing your customers very quickly.