Last night (mid March) I discovered that a friend had gifted me a game on Steam, just after Christmas Day. There was a notification from Steam about this in my gmail account, and gmail had labelled it “Promotions”. I don’t check my “Promotions” folder much these days due to the quantity of email in it.
This got me thinking: it seems that many companies has learned that email lists are important. They all want to “keep me informed” or have a “personal conversation” with me. From the last 24 hours alone:
- Netflix tells me Mad Men Season is here (for the record, I don’t care)
- The New Yorker sent me a daily dispatch (I don’t care - I subscribe to the New Yorker and read it when it digitally arrives each week)
- Flipboard notified me of something (I don’t care - I tried Flipboard a couple of years ago and soon stopped using it). It seems it is a daily notification.
- Three different online poker rooms have tried to tell me something they think I should know (my software is for online poker rooms - for dev and testing I’ve signed up for all of them. I don’t care about their daily marketing)
- An online taxi ordering service is telling me they’d like me to spam my friends about their service - and they’ll pay me for it. I used that service maybe once - I don’t recall.
That’s created such a quantity of daily email that I’ve stopped paying attention to most of it - instead I rely on gmail to filter it for me. Sure I can unsubscribe, and I do from time to time, but I’m thinking of typical consumers to whom I want to market - do they also receive such a daily dump so large they tend to ignore it?
Perhaps this volume has significantly damaged the marketing value of email campaigns?
Has anyone in this forum measured whether email campaigns are losing effectiveness?