Astonishing: The One Email That Made It Through
The body of the message contained a copy of last year's championship-trophy order and a call to action asking me to re-order, which I most certainly will.
Think about that for a moment: Gmail's anti-spam team has developed technology that identified the one message I would want among dozens from the same sender over the course of a year.
There are a number of possible explanations: The re-order email wasn't part of the regular blasts. It was personalized and people are probably much more engaged with Crown's re-order messages than its broadcast campaigns.
Inbox providers see this engagement as an indication their subscribers want the messages so they deliver them to their inboxes.
And here's where the Crown example fits into the bigger picture: Responsys recently wrapped up a study of 100 retailers in which the email service provider found close to a third of the merchants were sending regular email to addresses that had been inactive for three-and-a-half years, and another 23 percent were sending the inactive addresses messages, but at a reduced frequency.
The study also found that marketers who have large lists in which 50 percent of the addresses have been inactive for a year or more are at serious risk of getting all their mail filtered into recipients' spam folders.
But many of these mailers won't even know their broadcast messages are getting filtered as spam. After all, they're not bouncing. They're simply being pushed into recipients' spam folders.
As email inbox providers increasingly rely on engagement metrics—such as opens and clicks, or lack thereof—to separate wanted from unwanted email, the Crown example above points to what should be the increasing attractiveness of triggered email programs.
I moderated a webinar for this publisher recently in which online marketing guru Amy Africa discussed triggered emails. Here, in part, is what she had to say:
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.