Let’s talk about email overload. You know the kind—when you hit that sweet little “subscribe” button because you like someone’s work, and then they quietly slip into the background. Months go by, nothing but crickets. You forget you’re even on their list. And then, out of nowhere—BOOM—your inbox gets hit like a piñata at a birthday party. Thirty emails in under two weeks, all because a new book or program just launched. Oh, thank you, I totally wanted to relive the experience of being spammed by Groupon circa 2011.
I don’t mind companies that send occasionalemails. Once a month? Even once a quarter? Great. It feels like bumping into an old friend at the grocery store. Nice little catch-up, quick nugget of value, no big deal. But when a company ghosts you for ten months and then “love bombs” your inbox with a campaign straight out of desperation bootcamp, it’s not flattering—it’s annoying AF.
From the outside, you can almost hear the strategy meeting: “Let’s not waste time nurturing or giving value throughout the year. Let’s just blow up everyone’s inbox all at once when we need something from them.” Genius, right? Except…no. It’s the digital equivalent of ignoring someone until you need a ride to the airport. Nobody likes that friend.
And let’s not forget the content of these emails. It’s never, “Here’s a free tip,” or “Thought you might like this insight.” Nope. It’s seventeen different versions of “Buy my book. Did you see my book? Have you heardabout my book? Did I mention the book? Oh, and by the way, program seats are limited (which we both know is a lie, because they’ll still be wide open in six months).” Congratulations—you’ve singlehandedly turned excitement into eye-rolls.
The person I’m talking about is actually good at what they do. That’s what makes it worse. If the content creator wasn’t talented, nobody would have subscribed in the first place. But talent doesn’t excuse bad marketing. And dumping 30+ emails on your audience isn’t “effective promotion.” It’s inbox terrorism.
Marketers love to throw around the phrase “value-driven communication,” but apparently, value is on vacation for most of the year. Instead, we’re left with campaigns that feels disingenious, overwhelming, and just too toooo much!
This just feels lazy to me. Keeping in touch year-round is harder than showing up for the “big launch.” It requires effort, planning, and actual engagement with your audience. But if you only show up when you need money, people notice. And once they notice, they start tuning out.
Here are some tips for their marketing department (I hope you are seeing this)
Respect attention.Your subscribers are not hostages. They can (and will) unsubscribe if you keep pummeling them.
Lastly, don’t gaslight your subscribers into thinking you’re gone, only to love bomb them when you want to sell something. That strategy burns goodwill faster than you can hit “send.” Instead, keep it steady. Drop in with value. Let people know you’re still around. Because when the day comes to promote your shiny new thing, they’ll already be listening—without you having to shout thirty times in their inbox.
That’s not just good etiquette; that’s good marketing.