As e-mail becomes a more ubiquitous part of our lives, users have started to split between those who are drowning in e-mail and those who have become adept at managing it. Part of this battle involves the user identifying e-mail that matters to him or her versus e-mail that doesn't. As commercial e-mail evolves, it becomes more and more important for creators to develop e-mail that successfully gets past this filter so it's read and acted on.

1. Joe Hass

2. 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.

4. Unsolicited Commercial E-mail

5. Solicited Desired E-mail

7. “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.”

8. Everything that’s not Ham nor Spam

9. 1995

10. 1995

11. 1995

12. The Bacn War: One Front

13. 3:30 a.m.

14. 8:00 a.m.

15. 12:30 p.m.

16. One random day

17. One random day

18. One random day
40
Spam

19. One random day
40 10
Spam Ham

20. One random day
40 58 10
Spam Bacn Ham

21. One random day

22. One random day
34
Filtered

23. One random day
9
Deleted
34
Filtered

24. One random day
9
Deleted
34
15
Filtered
Read

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

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

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

36. Never Click
Unsubscribe!

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

38. Delete
Mark As Spam

39. Delete
Mark As Irrelevant

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

41. 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.

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

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

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

46. 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.

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

51. =
Mark As Spam

52. =

53. Relevancy = Success
Relevancy =

54. 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?

55. Did I really ask for this?

56. Can I read it?

57. Do I want to read it?

58. Is This Valuable To Me?
Exclusive 3 for 2 offer plus beautiful Mexico and New Orleans
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15 nights to Platinum Elite status
Your March Priority Club Rewards eStatement
Earn TWO Free Nights and a Full year of Airline Companion Tickets
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

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

60. Does the subject line match the
body?

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

63. 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

66. 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?

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