Perhaps it's the “everybody's doing it” nature of spam emails, for it's a rare marketer who hasn't nursed the thought, “Yeah, so I've sent unsolicited emails. It's the nature of the business and it's no big deal.” Maybe some think because they are a small, relatively unknown company among thousands of others, it won't be noticed if they purchase a few email lists and blast away.
In fact, spamming remains a very big deal because of the CAN-SPAM Act, and today, there are new regulations going into affect and a heightened awareness to consumer privacy. Violating laws can sink a catastrophic financial bite into your bottom line if you're held to account for violating it. Maybe it's time for a refresh.