Astonishing: The One Email That Made It Through

An astounding email hit my inbox this week that perfectly illustrates the value of triggered messaging, or email sent as the result of some sort of action or inaction by the recipient.
The email itself wasn’t particularly astounding. It was pretty run of the mill.

What was astounding was that it made it into my inbox when every other email sent by this particular merchant over the course of the last year has been diverted to my spam folder.

Gmail had correctly identified the message as the sole email I would open from that sender all year long.

Wow.

Here’s the story: I run a fantasy football league for email marketing service providers under the brand of my newsletter The Magill Report.

The winner of The Magill Report Fantasy Football Championship gets a tasty, regulation-sized football-shaped sweet bologna sausage from Dietrich’s Meats in Krumsville, PA [Mmm. Mmm.] and a lead crystal championship trophy with the winning company’s name inscribed on it.

I bought last year’s trophy from Crown Awards. I will buy this year’s trophy from Crown Awards. Their stuff is reasonably priced and high quality. The service is great.

Here’s where it gets interesting from an email marketing standpoint: Crown has been emailing me with offers I’m not interested in on a regular basis ever since the first purchase. I don’t mind. I simply don’t have any reason to do business with Crown accept once a year.

Gmail’s spam filtering system apparently figured this out. Every single message from Crown has been diverted to my spam folder without me having done anything indicating I’m not interested in the messages.

Until this week, that is.

On Monday, an email from Crown arrived in my inbox with the subject line: “Crown Awards – Time to Order.”

If there’s one word that most aptly describes Ken Magill’s coverage of online marketing, it’s fearless. For more than a decade, Magill has built a reputation for calling it like he sees it no matter who may get offended. Some marketers read his column just to make sure they’re not in it. In a trade-publishing market populated mostly by vendor representatives who must watch what they say, Magill stands out as the one guy who says what he thinks. Moreover, he often writes what others are thinking, but are afraid to say. He can even be very funny.

Having been a direct marketer, and having covered online marketing since 1997 for DM News, Direct, Chief Marketer and Multichannel Merchant magazines, Magill offers a unique, informed perspective on the evolution of digital selling. He was also founding editor of trade weekly iMarketing News and Magilla Marketing, a newsletter dedicated to e-mail.

He is currently founding editor of the recently launched trade weekly email newsletter The Magill Report.

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Comments
  • ross_kramer

    Ken,

    Insightful piece! Yesterday at NRF12 in New York, Macys CMO Peter Sachse, stated that company research showed that in any given year, 70 percent of US households do business with Macy’s. He keenly stated, “We don’t need new customers, we need to keep the ones we have and get more out of them.”

    While most retailers reading this can’t say that they do business with 70% of US households, we can all agreed that we need to get more out of the ones that we have. Listrak has a supplements (vitamins, etc.) e-retailer that gets an astonishing 50% conversion rate by using sending triggered re-order emails at just the right time. This stuff really works!

    Ross Kramer, CEO Listrak