From Anne Helen Peterson’s “The Final Frontier of the Text Inbox”
West Elm will be emailing you once a day about the last day of its Summer Clearance until you die. Even after you die, maybe even after West Elm dies, the emails will still hit your inbox, like boats against the current, borne back ceaselessly into the past.
The inbox has stopped being a place of intimacy or a place of enjoyment. It requires attentiveness in a way that breeds resentment. It’s open all the time on my desktop and I hate it, as most people hate it.
For brands, the text inbox functions as a sort of newly-revealed layer of intimacy to colonize.