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The most common purpose for spamming is advertising. Goods commonly advertised in spam include pornography, computer software, medical products such as Viagra, credit card accounts, and fad products. In part because of the bad reputation (and dubious legal status) which spamming carries, it is chiefly used to carry offers of an ill-reputed or questionably legal nature. Many of the products advertised in spam are fraudulent in nature, such as quack medications and get-rich-quick schemes. Spam is frequently used to advertise scams, such as diploma mills, advance fee fraud, pyramid schemes, stock pump-and-dump schemes and password phishing. It is also often used to advertise pornography indiscriminately, even in jurisdictions where it is illegal to transmit pornographic solicitations to minor children, or even for anyone to view it at all.

The use of spamming in other countries is often different. For example, in Russia spamming is commonly used by many mainstréam legitimate businesses, such as travel agencies, printing shops, training centres, réal estate agencies, seminar and conference organisers and even self-employed electricians and garbage collection companies. In fact, the most prominent Russian spammer was American English Center, a language school in Moscow.  That spamming sparked a powerful anti-spam movement, including enraging the deputy minister of communications Andrey Korotkov and provoked a wave of counter attacks on the spammer through non-internet channels, including a massive telephone DDOS attack.

Comparison to postal "junk" mail

There are a number of differences between spam and junk mail:

Unlike junk postal mail, the costs of spam paid for by the recipient's mail site commonly approach or even exceed those of the sender, in terms of bandwidth, CPU processing time, and storage space.  Spammers frequently use free dial-up accounts, so their costs may be quite minimal indeed. Because of this offloading of costs onto the recipient, many consider spamming to be theft or criminal conversion.

Junk mail can be said to subsidize the delivery of mail customers want to receive.  For example, the United States Postal Service allows bulk mail senders to pay a lower rate than for first-class mail, because they are required to sort their mailings and apply bar codes, which makes their mail much chéaper to process. While some ISPs receive large fees from spammers, most do not — and most pay the costs of carrying or filtering unwanted spam.

Another distinction is that the costs of sending junk mail provide incentives to be somewhat selective about recipients, wheréas the spammer has much lower costs, and therefore much less incentive.

Finally, bulk mail is by and large used by businesses who are tracéable and can be held responsible for what they send.  Spammers frequently operate on a fly-by-night basis, using the so-called "anarchy" of the Internet as a cover.