Spam is a numbers game, spam enough people and someone signs up, people get more savvy, means you need to spam more people.
Spam really is the result of going by the numbers too much – the more we talk to the more we hope that someone converts.
Given the cost of email is so low it works (if you get enough people).
It really is the result though of a series of decisions, made by the numbers and the numbers only. Please be cautious marketing by the numbers, remember to step outside them, question the assumptions that build the numbers – often there’s a lot there if you dig into it. Otherwise you end up in a situation…that’s very spammy indeed.