Word: deselection
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...Hirsch--who started his first bulk e-mail list way back in 1996--likes to take credit for helping make Boca Raton "the spam capital of the world." Hirsch filled his mailing lists with the e-mail addresses of people who had "opted in" by checking (or forgetting to deselect) one of those ubiquitous boxes on website order forms. "When people want to receive [e-mail]," he explains, "you get a much higher return...
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