Deal fatigue moves Amazon to unsubscribe users from its daily deals mailer

Amazon is automatically unsubscribing some users from its AmazonLocal daily deals mailing list. Deal fatigue, the idea that consumers are tiring of daily deal emails, has been one of the longstanding concerns with the daily deals space. Amazon’s move is another indicator that this is happening.

In one email, forwarded by a reader, Amazon wrote:

It looks like you might not be interested in receiving daily deal emails from AmazonLocal, so we will stop sending them to you.

If we are wrong and you wish to learn how to get up to 75% off at restaurants, spas, events, and more from local businesses near you, please click here. You will be taken to your city’s deal page. Once there, you’ll be able to reactivate your AmazonLocal email.

Amazon spokeswoman Michele Glisson explained the move: “Amazon customers trust us to provide relevant communication about our products and services, and recently, some customers were automatically unsubscribed from AmazonLocal emails due to inactivity.”

It makes sense: the Seattle-based retailer has relationships going back more than a decade with some consumers. Continuing to send unwanted emails would hurt that relationship.

Amazon sources many of its local deals from LivingSocial, which is a distant number two in the space to daily deals leader Groupon. Amazon has invested $175 million in LivingSocial. A LivingSocial spokesman declined to comment.

A Forrester report released yesterday says that 49% of those who have never signed up for a deal site cited not wanting to receive more emails as a reason. That was also the top reason cited by those who had canceled a deal site subscription.

Rocky Agrawal is an analyst focused on the intersection of local, social and mobile. He is a principal analyst at reDesign mobile. Previously, he launched local and mobile products for Microsoft and AOL. He blogs at http://blog.agrawals.org and tweets at @rakeshlobster.

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