One of my email subscribers (my wife, actually) admitted to not reading every email I send out.
I immediately kicked her off the list and banned her from ever signing up again.
Just kidding.
But I was tempted.
Clutter
First, some background. We were having a good discussion about Cue, and these emails came up. She said she gets so many emails it’s hard to get through them all. It’s just clutter. And my daily email is just one more for her to process.
I actually get it, on one level. There is a deluge of information out there. It’s daunting even when you go actively seek it out by surfing the internet or reading twitter.
It can be even worse when it comes directly to your inbox.
It’s no wonder some call it “clutter” and feel the need to escape. It’s so easy to sign up for list after list and then get drowned in the emails that come in.
Clutter is an interesting word. When you call something clutter you’re saying it’s valueless. It is just taking up space, whether it’s in your inbox, or your house, or your daily plan.
It doesn’t improve your life, but it doesn’t hurt it either, except marginally, since it’s more “clutter”.
But there are emails that are very valuable, like when a long lost friend reaches out, or you get an email confirming the new job offer you were waiting on.
Where valuable emails (or things) improve your life, and clutter doesn’t improve or degrade your life, there is another category: Antivaluable (yes, I’m shamelessly ripping off N. N. Taleb’s Antifragile).
Antivaluable
Antivalueable things are those that take value from your life.
Some of the so called clutter is actually antivaluable.
Let’s consider email lists, since that’s how this whole thing started.
You might put a lot of the email you get in the clutter category: facebook notifications, coupon mailings, political newletters. When you think about it, not particularly valuable, but not exactly antivaluable.
But then, some things are antivaluable. Those are the things that come in that are at odds with your values.
Maybe you value hard work, starting your own business, but you get regular emails from YouTube about the latest videos by your favorite gamer. And, at least sometimes, you get sucked in and go watch a few. Here is an email list that is working against your values every time it drops a new email in your inbox.
Unsubscribe!
Valuable
On the other hand, some email lists are fundamentally valuable. They align with your values and they provide value.
And they sell something.
If they’re valuable, that’s even better. You can sign up for an email list to help you move from just valuing something to actually achieving it. Because the author is doing their best, day in and day out, to sell you something you value. They may use all the tricks: fear of missing out, clickbaity headlines, engaging narratives, envy, greed, etc.
But if they’re selling you something you value, then they’re doing you a favor.
They’re helping you change your life and fulfill your values.
Using time tested psychological and sales techniques.
That’s pretty valuable.