May 12, May 26, and June 1. What do these days have in common?
They’re the only days since May 1 that I’ve not received an email from the New York Yankees informing me of super sweet deals in their virtual store, telling me who the Bombers are playing that day at the stadium or even informing me about an upcoming soccer match that’s set to take place on its luscious outfield grass.
Apparently the marketing minds at yankees.com realized those three days had elapsed without sending me any emails and countered by sending two emails many days since May 1. They even sent three—three—my way on June 3.
I’m a diehard Yankees fan and enjoy going to the Bronx to catch a game as much as anyone else, but come on Steinbrenners, et al.—could you please tone it down a little? Assuming that I had an interest in spending $38 on a T-shirt—not including shipping—do you think I need daily reminders to buy more gear? I know someone has to pay for Alex Rodriguez’s albatross of a contract, but it’s not all coming out of my wallet. And being someone who watches almost every single of the 162 games the Yankees play each regular season, do you think I need to be reminded when CC Sabathia takes the hill against the Red Sox at the Stadium?
There comes a point when enough is enough, and the minds in charge of my beloved Yankees’ email marketing campaigns are inching ever so close to that breaking point.
Research has shown marketing emails sent to loyal customers have a 40 percent higher open rate, so it makes sense that the Yankees would reach out to people like me. But how much is too much? Research has also shown that 69 percent of U.S. email users unsubscribe from lists because they’re getting flooded with too much spam. And that number doesn’t take into effect those that have filtered emails to their junk folder or simply delete the message when they see it without reading it (guilty as charged!).
The lesson in all this?
Because of my loyalty to the Yankees, I’ve yet to click unsubscribe from the email blasts. But I’m thinking about it.