Daily Deals Emails, I’m Dumping You for Mobile.

Not including work.  Not including school.  Not including spam.  What do you get emails about?

I get about 50 emails a day from Groupon, Yipit, PLNDR, Borders Rewards, Ralph Lauren, Barneys New York, Heartsy.me (it’s like Groupon for Etsy), and so many more.  It became a morning ritual to delete all these crazy emails.  Then, an after lunch ritual as well.  It’s too much.

The irony is that I already look up the content that I care about.  Even though I rarely buy anything on Gilt, Ruelala, or Hautelook, I check their mobile app weekly.  I’ve bought more via Groupon mobile than on their website, and never have I seen a Groupon email and jumped at the opportunity.  In short, everything I can get via email, I can get via my smartphone.  So please stop sending me discount/OMG, it’s a SALE!/group buying emails.  And for heaven’s sake, please stop auto-subscribing me.

[I just unsubscribed to Yipit and immediately got another email; apparently, there's another level of unsubscribe I needed to go through to never hear from them again.  Sorry, that makes me less likely to buy from you compared to the other 300 "me too!s" out there.]

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Don’t get me wrong, there are definitely instances for email.  Emails from all my accounts, i.e. credit cards, etc. to ensure I’m still running smoothly and haven’t turned my credit into a single digit number… they’re a great thing.  Emails from certain online groups, i.e. community managers or MeetUps or Ivy+, with updates are fine.  Even Hubspot emails (before they started emailing me multiple times a week- thanks, but if I really wanted your content, I’d subscribe to your blog; stop it already) were marginally interesting and informative.

But daily sales emails… please for the love of all that is un-evil, stop sending them and just make an app.  In fact, please make a universal shopping app, so I don’t have to log into the 20 different apps per day in order to check my deals.  Just one place.  Giving me information when I want.  On my phone.  Allows me to purchase.  Does not bother me with silly emails that are for all practical purposes useless.

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Counter-argument: I’m assuming that lots of people aged 35-55, who love sending ‘funny’ images via email, playing Farmville, and posting a thousand status updates a day are the same people who will actually click-through on those emails.  And for the 5% or 7% or 9% click-through rates, the entire email campaign becomes worthwhile.  But consider this, will the other 90+% of your audience become sick of your antics and indifferent to your brand?  Just because the other 90% doesn’t report you as spam or doesn’t do anything but delete your email doesn’t mean the users themselves are not secretly resenting the annoyance of your presence.

 

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2 Comments

Filed under pr/marketing, social, tech

2 responses to “Daily Deals Emails, I’m Dumping You for Mobile.

  1. Pete

    Ahh bacn[1], my eternal nemesis.

    I don’t mind websites emailing every now and again with offers but often it’s every 2nd day with some “great new special” that is going to save me 11 billion dollars! (Sierra Trading Post I’m looking at you)

    That said, I really like the linkedin style of sending just 1 email a week with updates and what have you. I still don’t read it all the time but it’s much easier to keep under control :D

    PS. Hello! Found your blog through the tumblr radar thing.

    [1] http://en.wikipedia.org/wiki/Bacn

    • Weekly emails are fine, although I never bother to read LInkedIn. Agreed on the “great new special” thing; it’s usually not that great and there are too many. Thanks for letting me know that I landed on radar; that’s pretty awesome! :)

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