I love Black Friday. I use this marketing madness to declutter my email. It’s amazing how many email lists only reach out to sell me stuff on Black Friday.
Happy Email Relationships
Now, let’s be clear that I do enjoy happy email relationships with numerous online retailers. ThinkGeek, Lands’ End, Tilley Endurables and many more retailers are all welcome in my inbox. I buy, use, and enthuse about their products. I welcome their emails because we have an ongoing relationship.
Similarly, I have happy email relationships with many professional colleagues and organizations. I look forward to hearing from Chris Brogan and Vicki McLeod, as well as, Social Media Camp and Podcast Movement.
Unhappy Email Relationships
Black Friday is when the unhappy email relationships appear. The spammy “business card draw” lists are a good example. Online retailers who sold you one item and you never purchased again are another good example. There’s also crowdfunders that have added me to a list based on my Kickstarter support. Some of those are happy email relationships. A few of the 59 campaigns I’ve supported have been disappointments. And the disappointments are the companies I’m most likely to hear from on Black Friday. Sigh…
What treasures have popped up in your inbox this Black Friday? Any truly archaic contacts? Weirdly wonderful messages? Frustrating free-not-free content?
Unsubscribe is the Solution
If I unsubscribe, please don’t take it personally. I may no longer be interested. I may have been added unwillingly to your list. I may find it easier to keep up to date with your community via Facebook, Instagram or YouTube. As Sandra Yancey has said “bless and release”. There’s no point in forcing someone to stay on your email list if they aren’t interested.
I find it interesting that so many companies are paying to keep names on a list. As a business owner, I would rather have a small list of quality contacts. Yes, I understand some email marketing campaigns are a numbers game. If 2% respond and your list is 1,000 strong, in theory, you’ll have even more success if your list is 10,000 strong. But I maintain it depends on the quality of your list!
Black Friday Emails
So, I love Black Friday. It helps me declutter my email subscriptions, reduce my inbox overload, and saves the sender a few marketing pennies. And, yes, I may purchase one or two Black Friday specials, Small Business Saturday items, and Cyber Monday deals. My bargain hunting ways are a different story…