Spam is in the eye of the beholder. When my wife goes through our (physical) mail, she complains about how 90% of it is "junk," but her eyes light up at the 20

Spam is in the eye of the beholder. When my wife goes through our (physical) mail, she complains about how 90% of it is "junk," but her eyes light up at the 20% off coupon from Bed, Bath, & Beyond addressed to "Current Resident." If your message is relevant and valuable, the receiver doesn't see it as spam, regardless of whether they've heard of you.