Never, ever, ever, never send anyone an email about anything (especially your product or service) if the recipient did not specifically email you for that information and you are responding to their request.

Contrary to those who argue this point with me when I ask them to cease spamming my sites or those of my clients, sending UCE (Unsolicited Commercial Email) is not an accepted practice of "cold calling" or lead generating online.

un·so·lic·it·ed
Not looked for or requested; unsought

Online, common courtesies go a long way when trying to foster relationships of any kind - including the perception you understand how to use technology properly. By including a large attachment that is not even in a format the other side can open because it requires they have the same software as you do (never assume that they do) will cause a potential opportunity to wonder what else you don't get. Why would someone want to do business with you when you obviously reflect not having a clue on how to use technology for the benefit of your business? Files should only be sent in a format that you know the other side has the appropriate software to view - because you asked first! And, no, contrary to popular belief, not everyone has MS Publisher or Power Point.

To assume that what you determine to be informative or useful will be accepted in kind by people you may not know very well, or at all for that matter, is a poor assumption at best. To assume that folks "need" the information you want to provide as though if given a choice, they wouldn't know better and you need to send it anyway is perceived as condescending. These actions can produce dramatic reactions from those sick and tired of being sent information and attachments they didn't request and wouldn't request if given the opportunity. This includes not only commercial sales collateral or spam but for the "send to all your friends" emails that many who have been online for sometime now have filtered directly to our trash.

Do not just forward "informative" emails that say "forward to everyone you know". In fact if the email says that - you're safe to just hit delete. Dime to a dollar "everyone" will not appreciate your efforts. It doesn't matter how nice or commendable the topic supposedly is. Especially if you just click forward, add a list of emails and do not include a personalized:

"Hi, John, thought you might find this interesting".
Jane

• To assume that because so many people are sending junk email that means it is "O.K.", acceptable or the same as cold-calling off-line, you couldn't be further from the truth. Cold-calling online is called spam! Spammers get their accounts cancelled by ISPs every day. Online, credible businesses simply do not email potential contacts or customers they do not know about their commercial enterprise, services or products without permission first. Especially if the files are large and software specific.
• This includes going from Web site to Web site and pasting your generic sales pitch into their online form. You are still sending unsolicited commercial email to someone who didn't ask for it. Using a Web site's contact form to get your information in someone's inbox does not negate that fact. Unless your promotional email specifically has a product or service that the Web site you are contacting would be interested in because it applies to the topic or focus of the site don't proceed. Then, the best way to sell to other sites through their contact form is to ask first! Send a short email asking if they would be interested in your product or service and if you can send additional information their way. If you do not get a response - that means no!
• There is no government law or statute that now authorizes these types of emails as many spammers append to the end of their junk mail. You don't believe everything you read do you? If so, you are the type of onliners these spammers are counting on! Remember, online one can type anything they please; that does not make their claims ethical, true or accurate. There are no actual remove lists when it comes to spammers or companies you have not had previous contact with. Never follow instructions from unscrupulous spammers that state you just need to hit reply to be removed from further mailings. That is an outright mistruth. Because, if you do, you will have just confirmed you are a "live" account and your junk mail will increase exponentially as your email address is resold over and over again.
• Those who spam, (send junk email) are looked at as lazy, obnoxious, unethical, and unable to make a buck the right way - by working hard, by doing their due diligence, by having a credible product or needed service that one can view at their nice looking Web site that gets found when looked for. Run from the business that when you point out their spam is not appreciated they flame you back with name-calling and accusations that you don't get it. These are the worst spammers of all and they deserve to be reported to: Spam Cop or their ISP.
• Have you noticed how most spammers do not have a Web site (or if they do it is the epitome of amateurish) and/or they hide their email identity? Why do you think that is if spamming other onliners is O.K. as they would have you believe?
  1. Because they would be reported to their Web site hosting company and most likely their Web site, if they have one, will be shut down.
  2. Their ISP will cancel their account upon receipt of spam complaints or ensuing mail bombs.
  3. Their Web site or company name would end up on the many black-list sites run by people on a mission to portray spammers for what they are. Snake oil salesmen!

  If you are not sure how to market your product or service online within established guidelines, hire a professional to help you out and keep you out of trouble.

  When it comes to spam, just remember what your mother use to say: "If everyone jumped off a bridge - would you?".