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If they obviously have not read your profile, and have written to you anyway when they plainly don't fit within the criteria you have specified - instant block.
If their profile displays any interests/lifestyle choices that definitely don't figure in your future - instant block.
If you've read their comments on the forums/in chatrooms and find them offensive or ignorant - instant block.
If the text of their message is insulting, derogatory or offensive - instant block.
There are plenty of other reasons - but these figure high on my list.
The main reason for instant blocking is that by even acknowledging a message, you encourage further interaction from folks who cannot accept No for an answer - 95% of whom retaliate with abusive and threatening behaviour more appropriate to the playground than the adult world of t'Internet. I prefer to bolt the gate before letting horses loose.