1091: You’ve Got… You Know

Speaking as someone who grew up with the early days of popular online activity (BBSes, CompuServe and finally the “proper Internet”) I find it mildly interesting (or at least worthy of a late-night blog post, which isn’t necessarily the same thing) how much the role of email has changed over the course of the last 15-20 years or so. I am prompted into these thoughts by a casual glimpse at my own inbox, which currently contains a devilish 666 messages, none of which visible on the front page are, to my knowledge, written directly to me by an actual human being.

This is something of a change from the earlier days, when clicking “Send/Receive Mail” in Outlook Express was an exciting moment, and you knew if the progress bar came up you had email incoming. Who would it be from? Would it be from someone interesting? What would they have to say? Would there be an attachment? In just a minute or two (LOL DIALUP) you would find out, and then you’d lovingly file the email into an appropriate folder to keep for all eternity. (I say “you” again when, of course, what I actually mean is “I”. I don’t know if everyone else was quite so fastidious with their email organisation when they first got online, but I certainly ran a tight ship… for a while, anyway.)

Looking at my inbox today, though, it’s clear that email has a very different purpose today to what it once had. Whereas once it was effectively one of the only forms of social media (the others being forums and live chat rooms) it is now a general repository for crap. You’ll occasionally get a meaningful message in there from someone who actually has a brain and a soul, but more often than not, if my inbox as of right now is anything to go by, it’ll be a string of automated messages notifying you that so-and-so has added a new track to a playlist in Spotify (unsubscribe!), so-and-so has commented on something you don’t give a fuck about on Facebook (unsubscribe!) or that that website you signed up for just so you could download a .zip file containing some porn/games that you wanted wants to wish you a happy birthday.

A relatively recent addition to the types of email you get nowadays is the guilt-trip “PLEASE COME BACK!” email. This happens with everything from mobile apps to online games, but the execution is always the same. “Here’s all the great stuff you’re missing out on!” it’ll say, usually worded in such a way as to make you think that you’re somehow doing something wrong by not using a service you currently have no need for. Often there will be some sort of bribe involved in getting you back, particularly when it comes to online games of various descriptions.

A Facebook game I reviewed a while back known as Outernauts was particularly bad for this. Outernauts was highly-anticipated by a lot of people because it was from a high-profile studio (Insomniac, for those in the know) and was aiming to be a social game that appealed to the sort of people who typically only played standalone, “pay once, keep forever” games on computer and console. It wasn’t awful, but the overzealous means through which it was monetised — the ever-obnoxious “energy” mechanic — prevented anyone from being able to enjoy it for more than a few minutes at a time. Consequently, after an initial surge of interest, the very players it was trying to attract dropped it. Some months after I reviewed it and criticised it for its aggressive monetisation, it “relaunched”, apparently with “fast recharging energy”. It was still a pain in the arse to play. Some months after that, it relaunched again, this time promising “near limitless energy”. Note: “near limitless”, not “limitless”.

I’m getting off the point slightly, but the fact is, every time Outernauts decided to do something a little different, it sent a begging email to me pleading for me to take it back, because it can change, it won’t annoy me any more, it won’t do that thing that annoys me any more. It was too little, too late, though; my experiences with Outernauts while reviewing it left such a sour taste in the mouth that I had (and still have) no desire to return, “near limitless energy” or not. That probably won’t stop them sending me another email the next time they change something, though. Unless I blocked them. I might have blocked them.

Another offender in this sort of thing is a service called Earndit which I evidently signed up for at some point in the past. (I think I mistakenly signed up for it while looking for Fitocracy while the latter was still in closed testing; the two are different services but do have a few things in common.) Earndit sends me an email every week with sickly-sweet, overly-apologetic language about how I haven’t earned any points this week, and that if they have it wrong I should get in touch with them PLEASE LOVE ME etc. It’s annoying.

The response to all this annoying email is, of course, to unsubscribe from the mailing lists I’ve found myself on, send these messages to the spam folder or just to stop using my actual email address to sign up for things. But it’s a pain to keep on top of. You can be as careful as you like to tick/untick the boxes that give websites permission to spam you with crap, but some will still get through, and over time there’ll be so much incoming stuff that it’s almost impossible to keep on top of your “unsubscribe” needs. The knock-on effect of all this is, of course, that genuine messages from real people can easily drift by completely unnoticed. If this has happened to you, it is nothing personal; you can blame Zynga, EA, Facebook, Twitter, Spotify, Google and indeed any of the million-and-one completely unnecessary social networking apps for mobile devices that I’ve reviewed over the course of the last year.

I miss the old days; the days when being notified you had a new message was exciting. Checking your email used to be a pleasure; now it’s a chore.