What Are Stores Even Thinking With All These Emails?
It feels like every company and organization I’ve ever transacted with sends me email every week. Some every day, even. Some multiple times a day. My mortgage broker emails on my birthday and holidays. So does my dentist. Certain retailers email much more often. The home-furnishings company Room & Board is one of them, hoping I’ll upgrade to a lounge-worthy sectional or entreating me to meet artisanal glassblowers from Minnesota. In the past week alone, the clothing retailer Bonobos messaged me nine times, hawking Riviera shorts, trending shirts, and even a chino they promise will “bring out your best self.”
It’s ridiculous. Technically, I asked for these emails. I wrote loans with my mortgage broker. I’ve bought furniture from Room & Board and pants from Bonobos. And, yes, I’m aware that I can unsubscribe or block them at any time. But why so many emails? How is it possible that customers would find this appealing?
To state the obvious: Companies want you to buy their stuff, and email is a good way to get it in front of you. Even
