[PaulRobinson]

It's Friday, it's 4pm, I'm about to wind down for the weekend.

In London the biggest private hire cab firm that isn't Uber is Addison Lee. They sometimes send out a notification along the lines of "It's the weekend, enjoy it with us: £5 off your next 4 trips". Perfect. In the past I've changed my plans around that sort of advertising.

In an email, I'd miss it. It's timely, context aware advertising from a brand I'm happy to use and hear from, particularly in that moment.

The key here is that I can opt out of them, not that they appear everywhere no matter what: I can tell companies if I want to hear more from them in this manner.