Gary Thuerk and the Birth of Spam: A Cautionary Tale

The First Spam Email: A Brief History of the Digital World’s Most Annoying Innovation

On May 3, 1978, the internet experienced a moment that would shape digital communication for decades to come: the first unsolicited commercial email—commonly known today as spam—was sent. The man behind it? Gary Thuerk, a marketing manager at Digital Equipment Corporation (DEC).

This single act would earn Thuerk the controversial title of the “Father of Spam.”

What Happened on May 3, 1978?

Gary Thuerk used the ARPANET (a precursor to the modern internet) to send a mass email to 600 recipients, promoting a new line of DEC computers. The recipients were primarily West Coast users of ARPANET, many of whom were engineers, researchers, and academics.

While the intent was to generate business interest, the method—sending an unsolicited, one-to-many email—was considered inappropriate by internet etiquette standards at the time.

But despite the backlash, the marketing stunt actually worked. Thuerk later claimed that it generated millions in sales.

Why Was It Considered Spam?

The term “spam” wasn’t used to describe junk email until later, but the 1978 email fit the definition perfectly:

It was unsolicited (recipients didn’t ask for it).
It was commercial (intended to sell something).
It was sent in bulk (to hundreds of people at once).

In the close-knit and academic ARPANET community, this kind of mass promotion was seen as a serious breach of protocol.

The Impact of the First Spam Email

What started as a single message to 600 inboxes has snowballed into a global issue. As of 2025:

Over 45% of all emails sent are spam.
Email platforms invest heavily in AI-powered spam filters.
Anti-spam laws like the CAN-SPAM Act (2003) and GDPR were created to regulate commercial emails.

Gary Thuerk’s original message is now viewed as a historic artifact in the evolution of digital communication and online marketing.

Fun Fact: The Email Still Exists

The original 1978 spam email has been preserved and can be found in various digital archives. It serves as a reminder of how one message can change everything—even unintentionally.

Lessons for Modern Marketers

While spam is now synonymous with shady tactics, Thuerk’s experiment also laid the foundation for legitimate email marketing. The key difference today is consent, personalization, and value.

Here’s what modern marketers can learn:

Permission is everything. Build opt-in lists.
Quality > Quantity. One relevant email is worth more than 100 cold blasts.
Respect inboxes. Email should inform, entertain, or offer value—not annoy.

Conclusion

May 3, 1978, marks the day the first spam email was sent. Whether you view Gary Thuerk as a visionary or a villain, there’s no denying he altered the digital landscape forever.

From a single unsolicited email to billions of daily spam messages, the story of spam is a cautionary tale—and a marketing milestone.