In an effort to promote the new PDP-10 computer system, Gary Desler, a marketing representative at Digital Equipment Corporation (DEC), sent an unsolicited email that effectively reached all ARPANET addresses on the West Coast. Using the ARPANET, which was primarily a research-focused network used by universities and government workers, Desler believed that such a broad notification would efficiently inform users about DEC's newest offerings. Although the number of recipients was limited compared to today's standards, it represented one of the earliest instances of what would later be termed 'spam'. The content of the email was uninvited and sent out without the consent of the recipients, as there were no established norms or guidelines around email communications at the time.

The practice had immediate repercussions for the digital landscape, sparking debates about the ethics of electronic marketing and communication. Users were taken aback by the email, and the incident prompted discussions on whether future messaging would require consent. DEC's action, in many ways, foreshadowed the commercial exploitation of email that would develop throughout the following decades. Eventually, this incident paved the way for the development of regulations and best practices within email marketing and communications, driving the evolution of terms such as spam as the internet burgeoned.

Over the years, unsolicited emails began to proliferate, leading to widespread irritation among users and prompting efforts for legal regulation like the CAN-SPAM Act of 2003 in the United States. The initial decision to engage in bulk emailing has continued to influence marketing strategies, shaping the complex interactions between consumers and companies in the digital realm.