When emails are important but get lost in the noise
Companies love email. It is cheap, fast, and easy to send at scale. That ease creates a quiet risk. When everything is “important,” nothing is. This is like the modern version of crying wolf.
When companies send marketing emails too often, people notice a pattern. Most of these messages are sales pitches and can be ignored. Over time, customers stop opening them. Some just glance at the subject lines, while others set up filters or send the emails straight to the archive. Little by little, people stop paying attention. In my case, I have marketing emails go to a special folder. I then review this once or twice a week.
The real issue appears when an email is actually important.
Security alerts, billing changes, service shutdowns, and support updates often arrive in the same inbox as discounts and promotions. If customers stop paying attention, these important messages get lost. The company may have sent a warning, but in reality, it never reached the user.
A clear example is LastPass deciding to stop supporting PayPal. I receive so many marketing emails from LastPass that it all gets lost in the chatter. I tweeted LastPass on X, and they said this was announced in May of 2025. I guarantee I didn’t see it due to the deluge of marketing emails.
Users who keep up with product updates probably saw the message. But for those overwhelmed by months of promotional emails, it likely got lost. It was just another announcement, another subject line, another thing to read later. But ‘later’ often turns into ‘never.’
From the customer’s perspective, this can feel like a trap. I didn’t ignore the warning on purpose—I just reacted to what they’ve seen before. If most emails are marketing, it makes sense to treat them all that way. The company created that habit.
For companies, this is a real risk. Missed messages can mean more support tickets, angry customers, and lost trust. Sometimes, it even leads to security or financial problems. None of this shows up in marketing reports. This is the case for me. I have used LastPass since 2015. Now I am looking to switch because a “sudden” change is forcing me to.
Important messages should stand out. Use different sender names, unique subject lines, send them less often, and keep the language clear. When people only get these messages for real issues, they’re more likely to notice. Making them rare builds trust. There’s still a place for marketing and announcements. But if they all use the same channel, tone, and frequency, they end up drowning each other out.
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