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.
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.”