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In The Obvious? today Euan blogs a snail mail spamming story which reminds me to reinforce that building trust is central to any solution.

"I am disinclined to trust an organisation that, for the first time, puts together my job with my home address - presumably having gleaned them from different databases - and then ties this in with the an assumed understanding of the nature of my job to spam me."

We get sensitive when we see organizations aggegating data about us and using it inappropriately, sending us offers that rub us the wrong way. Frankly for most of us telemarketing calls (at least in the US) are far more bothersome than miss-directed snail mail, most of which gets dropped in the trash straight from the mailbox.

The University let him down (trust) and the mailer is accountable for a % return. It is a shame that these two aren't linked to achieve high trust and high return. Still mailers like this don't change our trust point of view on with the post office. However, letter bombs do!

Still, most of us remain open to offers, generally willing to do some culling for those that appeal or reward us in some way. We prefer to receive them from 'names' - brands we recognize, they are safer. The tone, print, words, layout also influence trust.

Trust around e-mails is even more important! Most of us don't want to entirely block out the world around us. We want unsolicited useful information, from trusted reputable sources. We just don't want too much of it and without viruses.

Could a program similar to Cloudmark Spamnet enable the quick elimination of these types of errors. Clouldmark may also report on the percentage of messages filtered for rejection. With registered mailers.... they could demand a certain approval rating. The approval rating tied to a whitelist might provide consumers with spam function that enables a % of offers to get though while controlling volume and quality (culled) in their inbox.

Again if digital mailers had to pay a stamping price to access consumers the economics and interest for both parties would change. When the returns from digital solicitations exceed the home mail box, the traditional approaches will change.

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