I think we can put people into two categories. The ones that always strive for zero inbox and have it. And the others that don’t care much about the number. It’s just too big to care about.
I am the latter one.
In 1998 a new phenomenon called a banner blindness was introduced. We tend to ignore banner-like information.
I believe now it is time to introduce unread emails blindness.
Few years ago it was bad-mannered to have any unread email.
Now I see hundreds or thousand unread emails and I don’t care.
Because I treat my inbox in very different way than 10 or 5 years ago. I am sure that I am not the only one.
I subscribe to all blogs, websites or customers’ newsletter that I think would give me valuate and useful content. And it’s tons of them! I keep the most of the stuff in my Promotion tab and check at times.
My Prime tab is the place where I keep all emails from the companies and people that I care about. It’s like my personal newspaper. All the interesting stuff is there.
I know the senders. I know their content. I trust them. Therefore, I open and read the emails.
Then there’s much bigger part of emails that lay unread in my Promotion tab. If I need any information, I just search my inbox.
Like, “Art exhibition in London”.
This way I get all the relevant information from the places that interest namely me. More accurate and personal information than any search engine can give me.
I don’t buy jeans every month. I don’t travel every week. But once I do that, I remember the brands that send me emails.
Here is a prefect example:
I am one of the worst clients for booking.com email marketing department. I almost never read their newsletters (sorry). They may even decide to delete my contact.
Nevertheless, booking.com is the only website that I use to book a hotel. When I need a hotel, I instantly print www.booking.com. Unconsciously.
Why am I sharing this? I want to show you that people treat their inboxes differently.
Open and click rates don’t show everything about your customers relationship with you. Some of them read every email, but don’t buy online. Others maybe never open your newsletter, but are loyal customers. And that’s ok.
Nevertheless, email marketing helps your brand stay in customers’ head unconsciously.
I would be happy to hear how you use your inbox. Has it changed in recent years? Do you always have zero inbox? Do you read all the emails? Delete them without reading? Do you often subscribe to newsletters? Share your experience in the comments.