My fellow waffler, Michael, wrote some great things about how we’re distracted by emails, and I was inspired to touch a little more on this subject this week. It’ll be a release for me to vent something that drives me absolutely crazy, so here goes: email ads.
The daily reminders we receive from our favorite department stores and social networks that encourage us to purchase goods because of an upcoming sale, or to check out a new book by an author we’ve never heard of because Amazon thinks we’ll be interested in it based on our previous purchases, or to follow @yourfavoritebrandorperson because they’re now following you!
These are the emails that get under my nerves. Not because they’re useless. Really, they’re not. But I just wish that my favorite stores could tell that I’m a financially struggling twenty something, so the daily, useless ads they send me are a waste of their time. One day, when I have the ability to spend as freely as I’d like to, maybe, just maybe I’ll be interested in hearing from these companies on a more regular basis. But their relentlessness on me right now, at a time when I clearly cannot keep up with the spending habits of celebrities, or full-time working moms, just proves to me that these brands, that are so interested in only our dollars rather than our loyalty, don’t care that they’re not paying attention to their consumers’ purchasing habits.
Think about it. Once a brand has our email, our phone number, or even a credit card with us that is solely for their store, if they were smart, they’d use their marketing tactics more effectively if they took the time to sort out our consumer behavior habits. For instance, if let’s say, The Gap, which I do have a credit card with, took the time to notice that I really only use this card around the holidays and my birthday, they could piece together that throwing ads at me in every form would only be effective during the months of November, December, and March.
And if they followed through on this, and only sent me updates about what’s going on with their sales, events and whatever else they want to throw at me during these times, I’d be a much happy camper. Not the one who wants to throw her smartphone out the window every time I receive an email notification, hoping, hoping that it’ll be something important, and not what’s expected– another wasted ad that lowers my levels of respect for each brand I love.