The desperation of NYTimes

Source: Hacker News

Background

I recently subscribed to The New York Times to read an article behind a paywall. The $2.00‑a‑month price didn’t bother me, but what followed after I paid was disappointing.

Onboarding Emails

Over the next five days, I received five onboarding marketing emails. I could not opt out of any of them. The footer of each message stated:

You are receiving this one‑time series of onboarding messages over a 14‑day period because they provide essential information about your new subscription. Because the messages are about your relationship with The Times, you are receiving them regardless of whether you are opted in to receive marketing emails from The New York Times.

Impact

• The copy feels like a clever marketing line, but it left me feeling powerless.
• It made me check that my subscription would not auto‑renew.
• Had there been a simple unsubscribe link—or no emails at all—I probably wouldn’t have bothered to verify the renewal status.

The tone suggests the company knows it’s being coy, yet it does not follow CAN‑SPAM best practices. The result is a sour taste and the impression of desperation.

Best Practices in Email Communication

I run a business that relies heavily on email as a growth channel, so I adhere to the following standards:

• Every marketing email includes an unsubscribe link at the bottom.
• Gmail users see a one‑click unsubscribe button at the top.
• Transactional emails sometimes include a link to initiate an off‑boarding flow for permanently closing an account.

These practices are not anti‑growth; they are growth drivers:

• They maintain a high sending reputation and keep the email list clean.
• Customers feel they are in control, which is increasingly important today.
• Easy off‑boarding reduces the likelihood of negative word‑of‑mouth.

Conclusion

I earn a small fraction of what The New York Times earns. If I’m not desperate, why does the paper appear to be? The lack of a straightforward unsubscribe option and the persistent onboarding messages suggest a level of desperation that could be avoided by following standard email best practices.