4. Better to be thought a fool than to mail something stupid and remove all doubt.
Back-to-school catalogs to childless couples. Email sign-ups for dating sites—sent to married couples. Fundraising letters sent to the deceased.
While it may seem unfair to marketers, these kinds of communications may lump their companies into this category in consumers' minds: "Report: Spam is at a Two-Year High," reads the Aug. 17 headline on Network World.
Use data appending to determine when not to communicate, Scott says.
"In the end, data appending is a good thing for consumers," Scott says. "It allows the advertisers to be selective in what they communicate, as opposed to blasting everyone with the same generic offer. For instance, I don't want a coupon for dog food if I don't own a dog. I expect the advertiser to do their homework before they print and ship that particular piece of collateral."