spam or subscription...?

while talking (ie taking the piss) with a colleague and his disgust at the level of spam he gets I questioned had he actually wanted to increase the size of his cock through viagra etc.
"yes" I said "but is that spam or subscription?".

hilarity ensued.

[ahem]

but......

I work for a marketing company that also does "direct marketing" and it made me think that the 'perfect' spam would be considered as something the recipient wanted - ie something that they would subscribe to.

But how would I sell this......?

"we all know the horrible spam we get telling us how to increase the length of our cock, but we want our spam(unwarranted email) to be so relevant(segmented) that it feels like they may have wanted that email in the first place..."

I'm working on my pitch.