As a marketing professional, I’m a subject matter expert on algorithms, metrics, and analytics.
Check out something on social media and you’re automatically placed in a funnel that will market to you anything and everything pertaining to whatever you searched.
Emails are measured, to learn how many people opened and clicked through.
If you made it that far, metrics will analyze how you came in to the site – was it the email? Or was it Facebook, Instagram, LinkedIn, or Twitter?
Corporations place enormous emphasis on such data, and I get why. The metrics equal engagement, interest, and future sales. Maybe.
But I’m on the flip side. I kind of remain the social media anti-Christ. I’m also the outlier, the exception to most rules, and the one who proves the norms wrong. Not a life ambition, yet one I seem to achieve time and time again.
Tonight, I scrolled through my emails and embarked on the daunting task of unsubscribing. It’s not that their content isn’t interesting. It’s not that I don’t want to purchase their goods, or follow their blog, or pursue any other call to action that they thoughtfully, painfully, and wholeheartedly planned.
I simply get too many emails that I label as ‘junk’ and long to filter the solicitations from the messages with actual intent – family, friends, and personal business.
Don’t take it personally. Sometimes we unsubscribe simply to cut through the noise. Doesn’t mean we don’t like you, or want to buy in the future – we will find you when we are ready.