For lunch, Scott Richter ordered ham--a meat of uncomplicated origins, as opposed to Hormel's mysterious jumble. His choice seems somehow appropriate for a person who says he's a legitimate bulk E-mail marketer, rather than a spammer. It's understandable that he . . .
For lunch, Scott Richter ordered ham--a meat of uncomplicated origins, as opposed to Hormel's mysterious jumble. His choice seems somehow appropriate for a person who says he's a legitimate bulk E-mail marketer, rather than a spammer. It's understandable that he wants to make such a distinction. With unwanted E-mail accounting for anywhere from 25% to 60% of all messages, the court of public opinion has already passed judgment on mass E-mailers.

"We get people who send us a lot of postal junk mail, send us dirty letters, call us up and cuss us out," Richter says. "And a lot of people who do those things to us aren't even people who've had mail from us. Every time somebody writes a story on us, I'll get these E-mails, 'Don't ever spam me, you dirty bleep bleep,' ... and they're not even on our list."

A California E-mail marketer of printer supplies, who asked not to be identified, tells of having to take the company's 800-number fax out of his messages because of the protest response. "When we had the fax number in there, they would tie up the fax for three or four days at a time," he says.

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