Wouldn't it be great if the messages that your listeners and customers want--have asked for--could exist in a SPAM free world?  Do you know the difference between a legitimate e-mail marketing message and SPAM? In mid-October, the American Association of Advertising Agencies (AAAA), the Association of National Agencies (ANA) and the Direct Marketing Association (DMA) released 9  "best practices" for legitimate e-mail marketing. They are presented in an abbreviated form here (please check the for more information).

1. Check Your Subject Lines: Stay true to the actual subject of the message.
2. Your Return E-mail Address Should Identify You: Make sure recipients know who the message is coming from.
3. Be clear, upfront: The beginning of the message should clearly identify you and your message.
4. Let 'em out: The ability to opt-out should be automatic, obvious and easy to use.
5. Really...let 'em out: One other thing about the opt-out...it should WORK and work fast.
6. Even if one company or station has permission...don't abuse it across the cluster or across brands.
7. Don't be a sneak about attaining e-mail addresses: Just because you can, doesn't mean you should. Robots, spiders, dictionary attacks are verboten. Only use e-mail addresses that are gathered with member's informed consent.
8. Don't sell your list: Keep it out of the hands of third parties who want to contact your customers for their benefit.
9. State Your Privacy Policy: Spell it out or include a link.

Granted some of these suggestions are vague and some fly in the face of SPAM filters (#9 in particular). But if you're interested in building relationships with listeners/customers, it's in your best interest to clear out the SPAM and clear the way for your message. The question is, are you?

We get tons of e-mails from non-clients who wouldn't think of doing any of the above, but they do it anyway:  Forget to add an unsubscribe link, get cute in subject lines forgetting that their message is right next to the cute subject line that reveals the worst of human nature, sell their list to a client. Are you a good e-mail citizen or bad? Take five minutes and do a quick check of your last couple of e-mail broadcasts; see if you conform to these suggestions. While it's not a matter of law yet, it is a matter of good manners and good marketing.