Remember when the word “spam”  meant that processed meat in a  can? Today, it seems like there is  no escape from the relentless barrage  of junk e-mail. Every day, electronic  hucksters offer us  investment opportunities,  Nigerian fortunes to be  shared, PayPal and bank lookalikes  that want us to update  our credit card information,  Canadian pharmaceuticals and  enhancements of every type.

Annoying? You bet. Expensive?  Just ask any of the major  corporations that have spent  millions to build firewalls. But  let’s remember one thing.  The odds are against them,  and yet they keep at it. The spammers  wouldn’t keep sending the e-mails if  they didn’t work. So what can we learn  from their tactics?

Your headline is vital. In this case, it’s  the subject line of the e-mail. If it isn’t  compelling, you’ll get no further.

Brevity works. You don’t need to  pack every fact into each effort. One  key message per marketing piece  should be your rule of thumb.

Frequency is critical. Sending just  one piece is a waste of money and time.  On average, it takes 8-13 impressions to  really catch someone’s attention.

Know your audience’s heart.  Headlines like “we won’t say no  to your loan request”and “be the  man she wants you to be” play  on the recipient’s deepest emotions:  fear,worry, insecurities.

It’s not about you. Spam emails  never wax on about  their company’s history or  tout their depth of industry  knowledge. They cut to the  chase and talk about their  product and what it will do for  the recipient.

Naturally, I am not suggesting  that you start sending spam. But  there’s no reason we can’t borrow from  the spammers’ techniques.Just remember,  use your knowledge for good, not evil!

Drew McLellan is Top Dog at McLellan  Marketing Group and the  author of “99.3 Random Acts of  Marketing.” He can be reached at  Drew@MclellanMarketing.com .  © Drew McLellan