When you share some piece of general information from the web, with only a selected set of people.
It could be an article that appeared on The Telegraph and one would think that everyone would have read it - but you still copy the link and send it to a couple of interested friends.
Other people might consider it spam, but your friends perhaps like it!
Martin: Did you read this about Europe .. link
Martina: Nice read! This selective spamming of inboxes is quite useful