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.]
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.
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.