Spam Season is Upon Us

The holiday season will be here before you know it, and wouldn’t you know it? The merchants and retailers aren’t any better than the scam artists who count on you to make their festivities very merry indeed.  Legitimate or not, the spammers aren’t waiting for the holiday rush to pick your pocket. Instead, they’re relying on the gullibility of email users, and the generosity of a world that’s (mostly) kind and trusting.

It may seem like a strange notion that spammers are competitors – competing with each other and competing with legitimate businesses and charities – but it makes perfect sense. There are only so many dollars to go around, especially during the holidays, so the sooner they line their wallets with what’s currently occupying yours, the sooner they can buy all those neat toys with the ridiculous amounts of money – Facebook market cap ridiculous – they appear to make.

That email spam is seasonal, based on recurring events like tax season, back to school, holiday seasons, and the like, or trending on events like the summer Olympics in London or the U.S. Presidential election, is nothing new. Spammers aren’t nearly as dumb as they seem to be, and like legitimate retailers, who blast email campaigns with their own devious intent, the spammers recognize the opportunity to use familiarity to stimulate those who might not be able to decipher the fake from the real.

Take, for instance, this interesting article from CMS Wire, a website dedicated to help business keep up-to-date on ‘Customer Experience Management, Digital Marketing, Social Business and Enterprise Information Management.’ The article discusses how businesses can get their email messages out to consumers, a perfectly legitimate, if not a little annoying, cause.  Bemoaning how spam has adversely affected businesses in their attempts to get a minute of your attention, CMS Wire points out that:

“In addition to legitimate email marketers, spammers send billions of messages to consumers every day, leading recipients to use a “when in doubt, report as spam” policy.”

“The Q4 busy Holiday season is on the horizon,” it goes on to state, “which means that competition for consumers’ inboxes and eyeballs is increasing multi-fold. So how do you ensure that your valuable messages make it past junk filters and reporting buttons?”

You can read the rest of the article if you really want to know how, but the point is that the field is muddied even before the legitimate marketers take a step on it. And, if you’re like this writer, you have little regard for unsolicited email, no matter who it comes from. likens spam – the legitimate kind – to playing Space Invaders, but that’s probably too kind. It’s more like a boss battle in Gears of War. Three new services appear to offer solutions, but it’s probably the most ardent shoppers who would find the sites mentioned in the article useful. To the rest of us, it’s just more junk to deal with. ‘Christmas Creep,’ the time retailers begin to blast you with everything Christmas, seems to be coming even earlier this year, according to another article by, pointing out that:

“Fifteen percent of top online retailers have already started the holidays in their email campaigns as of September 6.”

With phishing attacks on the rise, malicious attachments reaching disturbing new levels, and a brand-spanking new version of the Blackhole exploit kit on the market, the battlefield is already rife with unfriendly fire, without retailers fighting the malware merchants for inbox dominance. What none of the sagely advice given to consumers or legitimate businesses seems to consider, is the anger users are going to experience – or are already experiencing – from the glut of unwanted mail. Period. Forget about the IT administrators, whose only request to Santa Claus is a spam filter equipped with a button that traces an IP address and launches a ballistic missile with a nuclear warhead.

Unwanted mail is unwanted mail. Period. There’s an old rule of thumb in advertising that a potential customer has to see the same message three times before the message has been consumed and accepted. What the modern advertiser doesn’t seem to get is the other rule of thumb in advertising – that, if you piss off a customer, potential or real, you likely won’t get them back.

So, here’s the takeaway. Spam is spam, and if it clogs an inbox, it doesn’t really matter who it’s from. It’s not welcome under the tree – or in an inbox – this holiday season.

Written by Malcolm James


  1. Rose Smith · October 20, 2012

    I totally agree that if you piss a customer with unwanted emails, you lose them and I wonder if marketers are that dumb not to understand this. I’ve already started receiving Christmas themed emails – both spam and (supposedly) legitimate. Wait, aren’t there other holidays, such as Halloween and Thanksgiving to spam me about first, or do we jump straight to Christmas?

  2. Alice Cooper · October 21, 2012

    The article is spot-on! However, it’s sad to note that not a lot of people will get to realize this. Our concept of spam has been very limited to the nonsense crappy e-mails we receive from strangers and, most of all, scammers. We don’t know that even those we trust can invade our e-mails with a lot of ads and hard selling without our permission at all. I say, let’s unsubscribe to businesses that do this. This is how we can truly show that we are against all types of spamming, even those from big-time companies and legitimate businesses.

  3. Abigael Lauder · November 7, 2012

    This is actually what’s happening to me right now! All of my subscribed businesses wouldn’t just stop from sending their e-mails. Well, I do read some of them, because they’re nice, and a good number of them provide great offers. But some of them can really get on your nerves, you know, borderline annoying that the next best thing you’d like to do is to press the Unsubscribe button. I wonder when companies will learn to also manage their mails. Receiving two in a day is even too much for me, but this is the condition I am in for the past few weeks.

  4. Malcolm James · November 14, 2012

    Stay strong, Abigael! It can be frustrating, and some companies just don’t seem to get that we’re not waiting anxiously for their promotional offers.

Leave A Reply