Let's say you're reading your e-mail one day and you get a message from someone you've never met offering a service that sounds very interesting. This fictional message is addressed to you by name (not Dear Business Owner). Reading the text, it appears the writer has visited your site and is familiar with your industry. Despite the fact that you didn't ask for this e-mail to be sent to you, the service offered can help your business.

Is this spam? The answer depends on your personal views. Some people would find this a useful e-mail. Others would be offended.

We've all received phone solicitations, faxes and "junk" mail, all of these are more intrusive as an unsolicited e-mail. While the e-mail wasn't solicited, it is my personal opinion that not all unsolicited e-mail should be considered spam.

Most messages we consider spam are untargeted messages sent to millions for products most may not want. There are the various "enlargement" messages that clog our inboxes, as well as the one from the Nigerian ex-minister of finance and dozens of porn offerings. What differentiates the example e-mail in our scenario above from these obvious spam messages? It is a targeted message that offers a product that someone in that industry would actually find useful.

Most of us don't get bent out of shape if a sales person calls or sends an information package. Some people are happy to be contacted because it helps keep them informed about trends in the industry. If that's so, why is e-mail any different? It's just another way that we can get our message across to our target audience.

In my opinion, the battle against spam has cowed many businesses into overlooking the potential of direct e-mail marketing. While the problems caused by irresponsible businesses that use spam are certainly enormous, there's no reason that responsible companies can't use direct e-mail to market online. Here's a few guidelines to follow if you're going to take this route.

• Use an opt-in list where possible for mass mailings. Recipients of our e-mail newsletter only get it because they subscribed to it on our website. Don't send out mass e-mails from lists that are purchased because those recipients won't truly have opted-in to receive your messages.
  
• Only send e-mail to recipients whose problems you truly can solve. For example, if you sell recycled toner cartridges (for example), instead of mass e-mailing businesses, why not send an e-mail to the purchasing manager instead?
  
• Add credibility to your messages. Not everybody believes the hyped messages commonly received. Add a testimonial or two. Include your website URL. Hopefully you don't have one of those free hosting URLs. Invest in your own domain name. Provide proper contact information with a real mailing address and a working phone number.

If you want quality responses to your e-mail, you have to work hard to ensure your list is targeted and your message is well crafted to demonstrate the value you have to offer. Direct, unsolicited e-mail doesn't have to be considered spam by the recipient. E-mail abusers deserve the punishments they will undoubtedly receive. Those who respect the recipients of their direct e-mail messages will be ones who benefit in the long run.