Why Brands Keep Emailing You To Ask How You Feel About Them

Brands send emails. Brands send, by some estimates, more than half of all the emails that are sent worldwide.

The cashier at Urban Outfitters recently asked me for my email when I bought something in a physical store, so that the company might send me emails every day, which I was already getting. Rihanna’s Savage X Fenty brand, I’m sorry to say, sends an egregious number of emails, and it’s not just me noticing. I have eaten at the fast casual Mediterranean restaurant Cava only one time, in a city I don’t live in, almost a year ago, and have received an email every week, like clockwork, which is actually pretty useful because the subject matter is typically which vegetables are in season.

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