I just got an email from The Motley Fool that started like this:
To prevent this and other Motley Fool email newsletters from getting swept up by an overzealous spam filter, please add our “From” address (firstname.lastname@example.org) to your address book.
Several problems with this. Firstly, not all email programs have an address book. Secondly, not all spam prevention systems check a user’s address book to create whitelists. And finally, surely it’s their responsibility to ensure that their emails don’t look like spam.