One of the most annoying issues in the media is the unending barrage of SPAM we receive from acts we've contacted, reviewed or otherwise supported on some level. I can't stress enough how destructive these emails can be, especially when sent without permission.

For some reason many indie artists draw themselves to the conclusion that just because they've had correspondence with someone, it's okay to add that person to their mailing lists. Let me be the first to smack you on the nose with a rolled-up newspaper and shout "NO!" Don't get me wrong. I'm interested in hearing what you're accomplishing, but I'm not interested in your daily life, tomorrow's gig or your latest sales figures. That's fan stuff and, though I may like your music, I'm not a fan.

If that's not blunt enough for you, here's a reality check: People in the media are usually spread pretty thin and we honestly don't have time to search through a hundred emails to filter out the stuff we don't give a shit about, just so we can read the ones that actually pertain to our businesses.

What is SPAM?

SPAM (spặm)

n. - An inappropriate attempt to use a mailing list, or USENET or other networked communications facility as if it was a broadcast medium by sending the same message to a large number of people who didn't ask for it. Mass junk email.

I've said this before and I'll say it again. And again. And again. Just because you have our contact information, it doesn't mean you have contacts ... or friends for that matter. Even if our email addresses are posted publicly, correspondence with us should be considered a privilege, to be treated with respect and diplomacy.

A Crash Course in Netiquette

Now that I've driven the point into the ground it's time to reprogram your "list behavior chromosome." Lumping all of your contacts on one generic mailing list saves time, but ends up adversely affecting your efforts. Doing your PR properly takes time, but if you use a considerate approach, the benefits will greatly outweigh the burden.

The first step is to organize your contacts into categories: fans, press, radio, labels, etc. This is the most important part of the process. You may also want to go a little further and separate press and radio by geographical locale. After all, sending a gig calendar for your shows in Red Bank, NJ doesn't help your contacts in Houston, TX.

Next, you'll want to email all acquaintances outside of your fan base and ask their permission to send regular updates. You'll get three responses: no, yes and nothing. The ones that don't respond within a week should be removed from the lists altogether. The "no" category should also be removed, but put onto a list for big news - like a new CD, first stage at Ozzfest or a major signing. The "yes" people are self-explanatory.

Your list for major announcements should be handled carefully and you should never send a large file attachment, especially if it's a new MP3 track. Attachments can usually be your press photo or album cover and that's just to save us from having to hunt it down on the Web.

As I've said many times: forget about the "CC" field in your email program. Use "BCC." There are two reasons for this: 1. "CC" displays all of your contact email addresses in the message and 2. Your message gets knocked down below the list of addresses the email was sent to, becoming invisible at first glance.

Lastly, mind your manners. Think of your target's inbox as their home. You wouldn't just walk into someone's house and make yourself at home, would you? Use the same logic with email.

I Am "IM"

One of the biggest mistakes I ever made was posting my IM info in my email signature and on my web site. If you're so privileged to be added to one of your contacts' IMs - leave them alone. DO NOT pop in just to say "hi" or to pester them about your CD review.

These kinds of things make you look desperate and really bug the shit out of those of us who are constantly working. You also run the risk of losing a valuable contact. Use your instant messenger for fans and to get answers to questions you can't find on the Internet.

My Final Thought

Computers and the Internet have enabled us to exchange ideas and announcements among many with very little effort. Unfortunately, this same technology has opened the doors for unwanted correspondence, so now we've become a society of oversensitive email recipients and unwary abusers. Keep your professional life and your personal life separate and avoid confusing good feedback with fan fair.