Marketing receiver
There's a yarn shop with an emailing list, and I'm on it. I got there the usual way after buying something from them, and I stayed on it because I genuinely liked their emails. They're good at picking out patterns that match whatever yarns they have in stock, and at least once I've bought the yarn and made the pattern even though the the store is interstate.
This year I noticed their marketing had changed in tone to be, I guess, louder. More all-capital words, heart-eyes emojis, you know the drill. I can only assume a marketing consultant has been on the case.
Today I was looking for the right yarn for a new project that one of my workmates gave the pattern for. It's a floofy mohair top that's knitted into a loose mesh such that it's debatable whether it would qualify as clothing. It's going to be fun. So I was checking out options across a few online stores, not logged in anywhere.
A few minutes later I got one of those automated emails from this particular yarn shop saying they noticed me browsing and maybe I should go buy the thing?
If I did not audibly groan, I did on the inside. I decided to reply and tell them it feels creepy to receive emails like that. Even though I am more than aware we're getting tracked everywhere on the internet, it feels gross when confirmed.
The shop replied not long after and have changed a setting so I don't get those emails. They also mentioned they are trying new things, because retail is difficult right now, and thanked me.
I have no doubt retail is hard. I would be terrible at it because I dislike hustle down to my bones. I am very much of the phlegmatic humours and keeping one's powder dry. If you love something set it free. I operate on the assumption that to be annoying would use up my hard-won social capital and make things harder for next time.
It makes me sad that, clearly, pestering and the creepy use of data works, at least in the short term and probably the long term too. For every person like me who feels alienated by the weird email, maybe 1.01 follow its instructions and buy the thing. And if you're the shop owner and you feel like you're always mere weeks away from ruin, why wouldn't you.
There was another time where I stopped buying perfectly good dog poo bags from an online store because their emails were so obnoxious. Mate, I am picking up dog turds and I do not seek any further engagement on this matter (not from the bag vendor, anyway. Maybe the dog could improve focus on the task at hand).
But clearly it sells more poo bags. Which is weird, because it's not like the dog is going to step up production in response. Does this stuff really work? I remain unconvinced. I think I will wait it out and the world will go back to normal soon.
