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  • Frank Gussoni

You Have Mail

Updated: Jul 26, 2023

A Barrage of Emails Isn’t Making Me Interested in What You Are Offering

According to Statista, there were more than 306 billion emails sent and received each day in 2020 and is expected to increase to more than 376 billion emails per day in 2025. Seeing these numbers got me thinking about the number of emails I get each day and how many of them are from the same person again and again, trying to sell me on their service or product. And no matter how many times they email me and get no response they just keep coming.

Would you keep talking to someone that wasn’t listening? I’m going to guess the answer is no. But that doesn’t seem to stop some salespeople and how they handle themselves when it comes to email. Lead list services, server providers, web developers, etc.…they simply don’t stop coming. Could this method of communication, really be working for these people or is it just laziness?

Surveys show that excessive emailing leads to attrition and opt outs (Marketing Sherpa) with the top two reasons being that people get too many emails and that they receive emails that aren’t relevant to them. I can’t image that the frequent barrage of emails isn’t reducing the effectiveness of their attempts. Sending emails repeatedly not only lead to attrition but they also lead to aggravation and frustration. It is true that you start to recognize the names of the people that send these emails and even start to know the name of their companies, but it doesn’t translate into me wanting to engage.

Actually, it can create the exact opposite. While I know that it shouldn’t bother me, and I can simply hit the delete button, it takes so much time out of my day to sort through the junk to ensure I don’t miss what is important. So why do so many salespeople continue to communicate strictly through emails and at volumes that make you crazy? My guess is lack of effort needed.

Thanks to more complex CRM systems and automated marketing messaging capabilities, a salesperson can load your contact information, along with so many other contacts, create an email that will auto fill your name and schedule it to hit your inbox multiple times. No real effort to make a genuine connection or consideration for those that receive these non-creative, generic messages.

If you truly want to reach me and believe in what you have to offer me or my company, prove it. Send messaging that is meant for me. Include a subject line that will speak to me. And if I don’t respond to you after the first touch, it doesn’t mean that I need you to resend the same message multiple times. Try a different subject line and message, or maybe even a short deck for me to review on my own time. Connect with a relevant message on LinkedIn or even reach out the old fashion way…pick up the phone and make a call.

If you set the groundwork and stage correctly and if I’m interested, I’ll pick up! Imagine that! Yes, I still have an office phone and it’s not my cell.



President & Founder of A3 media.

We’re Type A. We transform media from an expense into a smart investment.

Frank’s Take provides uncommon sense media buying advice for regional and mid-market businesses.

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President & Founder of A3 media. We’re Type A. We transform media from an expense into a smart investment.

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