Three were from businesses/apps I had once given my email address to; one was from a management consultant I have not seen or heard from in at least five years.

All four were wishing me a happy 4th of July.

Here’s the thing. I have nothing against the 4th of July and I’m all about the value of staying in touch with people. 

But… every time you send out a bulk email (even one as wonderfully valuable as this one) some people are going to unsubscribe.

And so if the only time I hear from you is when you send a generic, zero-value, happy-whatever email (the email marketing equivalent of when your gas station receipt includes a “Thank you for your business” note), you are simply inviting people to leave your list.

Either provide value on a regular basis (recommended) or stay quiet until you can.

Happy 4th of July.