No one wants to get "blasted"

But if thought corrupts language, language can also corrupt thought. A bad usage can spread by tradition and imitation even among people who should and do know better.
—George Orwell

I recently read a very good blog post by Jason Rodriguez in which he argues that use of the word blast in reference to email messages "shows a lack of respect for the subscriber. It shows that you don’t care about the relationship into which you were invited." In his view, marketers who "blast" are "indiscriminately throw[ing] whatever they can at subscribers in a desperate attempt to get something to stick."

This use of blast has entered the common lexicon to the point that my clients use it regularly in reference to sending out email messages. It's only natural for people to adopt a term without thinking about it when they hear it used so frequently.

I try hard to think about each word we use, in emails and on our websites, and in the main I agree with Jason: let's find more thoughtful ways to talk about the messages we send to our valuable subscribers. Our messages shouldn't be about what we can get from them, but about the value we can offer them, and that doesn't come in blast form.

take me home