If you start receiving an email newsletter from Instagram that you don’t recall signing up for—don’t panic, the popular social network is in the process of trying a new engagement tactic.
Like Twitter’s own email digest, Instagram’s newsletter will attempt to highlight posts a user might have missed while they were away from the app. The company is testing the email with select users before rolling attempting to roll it out to everyone in the near future.
The idea is that by showing people all the fun photos they’ve been missing, they’ll be inclined to open the app more often and scroll through their feed, which in turn will help Instagram’s bottom line since more people will see the ads that populate the social network.
This marks the first time that Instagram has sent emails of this type to its users. In fact, the concept of sending email blasts is so new to Instagram that TechCrunch reports that there’s currently no way to unsubscribe from the emails; hitting the unsubscribe button currently leads to a web page that’s under construction.
According to its latest count, Instagram has approximately 300 million active users. However, as TechCrunch notes, many of those users likely only check their Instagram feed once in a while, which is likely why the company felt compelled to try emailing them.