However, does this advertising technique clog up emails and become annoying? Most certainly not. Direct emails do not generally congest systems although, spammers will do this (the act of spamming is that of sending ridiculously large numbers of the same email to single or several addresses (http://spam.abuse.net)). However, the act of spamming has become an undesirable and widely avoided use of advertising, as research has proven that spamming essentially ruins a company’s reputation (Aronson (1999):74). As opposed to spam emails which are usually a hassle, most direct emails are ones that have been sent because a user has shown interest in an area that is related to the

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