Joe Hass

The future of e-mail marketing lies in its
integration with customer relationship
management software. CRM systems maintain
customer profiles based on a person’s purchase
history and previous interactions with the
company. The most effective e-mail marketing
campaigns will use this info to match customers
with sales pitches. ...
The ultimate goal: True one-on-one marketing,
with promotional e-mails sent to one buyer at a
time. When that happens, e-mail marketing might
finally send a message that can't be ignored.

Unsolicited Commercial E-mail

Solicited Desired E-mail

“I shall not today attempt further to
define the kinds of material I
understand to be embraced within
that shorthand description; and
perhaps I could never succeed in
intelligibly doing so. But I know it
when I see it, and the motion picture
involved in this case is not that.”

Everything that’s not Ham nor Spam

1995

1995

1995

The Bacn War: One Front

3:30 a.m.

8:00 a.m.

12:30 p.m.

One random day

One random day

One random day
40
Spam

One random day
40 10
Spam Ham

One random day
40 58 10
Spam Bacn Ham

One random day

One random day
34
Filtered

One random day
9
Deleted
34
Filtered

One random day
9
Deleted
34
15
Filtered
Read

Ham
Y
Is it
Scan the inbox Mark as spam
spam?
N
Read and enjoy

Spam
Scan the spam Y
Is it not
folder Move to Inbox
spam?
(maybe)
N

Bacn
Y
Is it
Scan the inbox Mark as spam
spam?
N
Y
Is it
Read and enjoy
relevant to
me?
N
?

Never Click
Unsubscribe!

Bacn
Y
False
Scan the inbox Mark as spam
negative?
N
Y
Is it
Read and enjoy
relevant to
me?
N
?

Delete
Mark As Spam

Delete
Mark As Irrelevant

I don’t care if they’ve
triple opted-in and
gave you their credit
card number

Sometimes people are afraid
to report a message because
they aren’t sure if it’s really
spam or not. Our opinion is
that if you didn’t ask for it and
you don’t want it, it’s spam to
you, and it should be reported.

We need to really think
a step beyond opt-in and
focus on the consumer’s
expectations, relevancy,
and frequency.

Operationally, we
define spam as
whatever
consumers don’t
want in their inbox.

Spam1 ain’t
spam2 no more.
1What users call spam.
2What senders call spam.

Latest version
of iTunes for his
iPhone.
Had to download
QuickTime to view
a .MOV file.
Bought an iTunes
gift card for her
daughter in Georgia.

Cool...new apps
for my iPhone!
Hmm...that’s
“interesting.”
Why am I
getting this?

=
Mark As Spam

=

Relevancy = Success
Relevancy =

Did I really ask for this?
Can I read it?
Do I want to read it?
Is this valuable to me?
Are they trying to have a conversation?
Does the subject line match the body?

Did I really ask for this?

Can I read it?

Do I want to read it?

Is This Valuable To Me?
Exclusive 3 for 2 offer plus beautiful Mexico and New Orleans
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Your March Priority Club Rewards eStatement
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Your February Priority Club Rewards Check-In
Earn 250 bonus points from Priority Club Rewards
Earn Points when you send Flowers for Valentine’s Day

Are they trying to have a
conversation?
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Time’s almost up to see the next American Idol-live in Hollywood!

Does the subject line match the
body?

The single-best e-mail
campaign I’ve seen

Introducing Aviation eBrief
An Essential Benefit for AOPA Members and Friends
Sign Up for Aviation News from AOPA
Sign Up for Aviation eBrief
Last Opportunity To Stay Informed

Did I really ask for this?
Can I read it?
Do I want to read it?
Is this valuable to me?
Are they trying to have a conversation?
Does the subject line match the body?

Joe Hass
hassgocubs@gmail.com
hassgocubs (AIM, Gtalk, Yahoo,Yammer, Twitter)