An electronic message is "spam" if (A) the recipient's personal identity and context are irrelevant because the message is equally applicable to many other potential recipients; AND (B) the recipient has not verifiably granted deliberate, explicit, and still-revocable permission for it to be sent.
Check out the complete definition here http://www.spamhaus.org/consumer/definition/
Therefore, report only mail which has been sent to your email address even though you have not subscribed to a mailing list from the sender.
A spammer may say very many things:
1. Because of your previous relationship with us
2. This is a one-time mail, etc.
None of this is valid. The sender must have valid, verifiable proof that you have agreed to receive promotional mail from them.
That is why professional email marketers follow a opt-in or double opt-in system. Unless you reply from the address which you have signed up from, confirming your subscription, they cannot send you mail. Otherwise, anybody can go and enter your email address anywhere and you will be swamped with spam.
Most, if not all, spammers will include a unsubscribe link / button. But how do you unsubscribe from something you have never subscribed to? This is just a means for the spammer to confirm your email.
Report your spammer to SpammerAlerts@gmail.com
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