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

company advertising their product or service. If the user did wish to remove him or herself from a mailing list, upon opening the email there should be a link that would fulfil this task.

Not only is using direct email more practical for the advertiser, but also for the consumer. Consumers would easily be able to respond to advertisements with great effectiveness and reliability. Marketers are able to choose who they send their advertisements to based on interests users may have previously selected so that clientele receive only details about his or her personal interests. Signing up for various opt-in email distributors such as post master or kool email direct allow users to take advantage of this system. Distributors such as this ensure that their client only gets the emails they want. Even if, somehow, an unwanted advertisement is received, users can easily delete it with the simple click of a button. It is almost like deciding which ads one might prefer to watch on TV!

There are numerous advantages for the advertiser when using direct email. Emails are extremely economical, for as long as the company has internet access, sending emails is free, regardless of the amount sent. For many small businesses who do n

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