How not to communicate to the masses via email

This morning I had the pleasure of checking my mail to receive an email update from the Chemical Brothers with the subject line “New Album News!”...

I thought whoaa, awesome.

Check the state of it? Wtf are Chemical Brothers up to?

Then, the next email I got was from Veer, inviting me to purchase ”The Very Secret Order” t-shirt (which I think is really neat), so I click the link and ballocks. All sold out, and no shipping outside of the US.

Pfffft.