Operation Email Purge

I’ve been on a crusade against my gmail inbox¬†and am happy to report deleting over 100k unread emails in just a month. 100k unread emails… something is wrong with the state of email marketing when that happens.

Gmail provides a bunch of really good tools for managing email:

  • Unsubscribe link: If the sender has an unsub link in the footer you will likely see a handy link that Gmail inserts in the header. Use it.
  • Filters: Wow, where to start? Is:unread is a favorite.
  • Search Terms: Searching on terms like “casino” and “viagra” yields a massive number of emails I never wanted. Think about terms you never use in conversation and you will be amazed at how prevalent they are in email. Search on names other than your own, in my case Judy, James, John, Jennifer Nolan all resulted in hundreds of unwanted emails. Search on punctuated forms of your email that you don’t use, e.g. j.nolan@gmail.com. Search on phrases like “media briefing” and “embargo” will result in thousands if you are on PR lists. “Webinar” is another solid term to search on.
  • Search on sender. By far the biggest offender in email is notification email. Fortunately, they are easy to identifier based on subject verbage, but also sender. For example, “from:noreply@youtube.com” will yield all notif emails from YouTube.
  • Block. If a sender isn’t behaving well on email, e.g. bestbuy.ca, then block them. Now, nothing gets through.

Now here’s a couple of annoying email behaviors that marketers should be aware of:

  • Unsubscribe takes 10 business days… it takes a company just seconds to subscribe me, it should not take them longer than seconds to unsubscribe me. This is annoying because it reminds me how antiquated your infrastructure is.
  • Long messages. If your email exceeds the display length for Gmail, don’t send it.message too long
  • No unsubscribe. For a reason I cannot explain, PR agencies in Europe and Australia don’t use marketing automation to send emails, while U.S. based agencies do. The result is that U.S. agencies have unsub while the others get blocked.
  • Multi-click unsubscribe. Systems like Mailchimp and Constant Contact have really well constructed unsubscribe features. One click, maybe two and I’m out. If you unsubscribe requires more than 2 clicks, entering your email, or confirming and then sending another message to me after I unsubscribed telling me that I unsubscribed… you blew it.

I used all of the above to pare down my inbox. It didn’t happen quickly but now I’m in a rhythm and just 15 minutes every morning cleans things up. I target deleting a couple hundred email each day, which is more than I get each day so my inbox continues to shrink.