I purged about 500 names off the Jell-O Shots email list last night: people who had not opened an email from me in a while — namely, in the last 14 editions they had opened the email once or never.
I don’t want to annoy anyone with emails they do not want. If they had not looked at the last 14 emails, they must not be interested. Hence the purge.
I am on a bunch of email lists from people I know and like. They arbitrarily added me to their mailing lists and I get their newsletters. After all, I am in their contact database.
I am too embarrassed to unsubscribe because I don’t want to hurt their feelings, but I never read their stuff. Instead I laboriously set up filters to send their emails straight to trash.
That is bad for them and it is bad for me. It is bad for them because they wonder why their “open” rate (number of recipients who open the email divided by total messages sent) is so low. Their marketing efforts fail. It is bad for me because I get emails I don’t want and spend time setting up filters to get rid of them.
A few years ago I arbitrarily added everyone I knew to my mailing list. Bad Idea. Now I see what has happened. We have been running for a while on the “opt-in” method: people do not get added to a list unless they specifically ask.
But that doesn’t solve the problem of people I added to the list without their consent, and it doesn’t solve the problem of people who subscribed and now wish they hadn’t but they don’t want me to know they unsubscribed because I might be sad.
That is why I purged the Jell-O Shots list: to save you from the feeling that you might hurt my feelings (I’m pretty robust in that department, so don’t worry!) and to more accurately gauge whether what I send is useful to the people who read it.
If you don’t get next month’s Jell-O Shot it is probably because you were part of that purge. Sorry. Just subscribe again and you’ll be on the list. Or email me and I will add you manually. (See? Only people who ask to get email will get email. I learn.)
Also, if you get the Jell-O Shot next month and you want to stop it from coming, just click on the “unsubscribe” link. Trust me. I will not be offended, and if you call we will still chat happily.
Finally, just to tell you what is going on in our email lists: we have three, and please sign up if your are interested (and of course unsubscribe if you don’t like them).
Jell-O Shots. Once a month, at the beginning of the month. Plus the odd rant from an airport lounge somewhere on the planet.
Expatriation Only. Focused on one topic, especially for people who are interested in taking our upcoming workshop on expatriation for normal people.
International Tax Lunch. Second Friday of the month, noon PST. One hour of international tax from our conference room. Come to Pasadena or listen in by conference call.
Click on the link you want and subscribe. Or re-subscribe if you think I bounced you off the Jell-O Shot list (don’t worry, it will tell you if you are subscribed and you won’t get multiple copies of the emails).