Do the verb and noun "spam" have an antonym?
I'm thinking in terms of "unsolicited email" but also "any kind of repetitive, broadly aimed action" (my definitions, feel free to improve them).
Updated with context: I'm preparing a talk on "conversion", the marketing term for "the point at which a recipient of a marketing message performs a desired action". My point will be that if you focus only on improving conversion rates, you'll end up using spam tactics. I want to know whether there's a single word denoting the exact opposite of spam.
Further update: the tactics I'm aiming at describing are typical obtrusive actions used by marketeers (pop-ups, animated buttons, repeated mailings, phone calls, ...).
I'm not specifically thinking of a phrase I would be using the antonym in, but rather a graph where on the one extreme we have "spam" and in the other, er, "ham", for instance. On this graph the different tactics could then be plotted according to their spamminess.