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This plummeting cost of digital storage is not the primary cause of the mental opt-out phenomenon, but it is one of the reasons marketers need to pay more attention than ever to following good email marketing practices.
It wasn't so long ago that hard drive space was a precious commodity, and people kept a close watch on how big their inboxes got. If they subscribed to a newsletter that just didn't interest them any longer, unsubscribing was both a brain-space and cost saver.
Now, though, ignoring the mental opt-out trend means a company is not only doing a disservice to its customers and prospects by clogging up their inboxes, but it may actually be harming its reputation and future business opportunities.
If a person hasn't opened an email from a company the last 50 times they've received an offer from them, it's a good bet they aren't going to be interested in the 51st offer. Every subsequent email greatly reduces the potential customer lifetime value. But, perhaps more importantly, for customers who don't physically opt-out the first time, every irrelevant email they receive is another reminder that they are getting more and more annoyed by that company, and should take their business elsewhere.
For reasons like this, strategies for avoiding the pitfalls of mental opt-out need to be a top priority for marketers.
"Uplift modeling," which predicts the difference that a marketing campaign will make in the behavior of customers, could help you answer some key questions:
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Social Media ROI
Email Marketing that Works (2nd Edition)