I don’t know about you but I’ve been getting a little protective of my email lately. I’ve always been ruthless in removing junk which is filling up my inbox. However, my definition of ‘junk’ is changing. For me, junk has moved beyond unsolicited mail and now includes duplicated or mass content.

Take for example my current spam inbox:

Of these 29 deliveries marked as spam, I had actually opted in to 24 of them. This means that 83% of this mail technically isn’t spam.

So why is it in the junk folder?

For me, there are two reasons:

1) Email is becoming more dominant in my life – I no longer log in a couple of times a week to check what has come in. Email alerts are with me 24 hours a day, every day. When sitting at my computer I am alerted every time new mail arrives. My phone now vibrates every time something is delivered. These constant interruptions can be distracting and unnecessary.

2) I’m getting the same information elsewhere – I am constantly scrolling RSS feeds, Twitter posts, LinkedIn groups and other information sources. Usually, by the time I am delivered a branded email I have seen the information elsewhere. No need to double up.

Analysing my own behaviour has made me realise how important it is to deliver electronic direct mail (EDM) which contains new and valuable information for the recipient.

I understand that I am not the average information gatherer. However, as the rate of information gathered online by individuals continues to grow, mass email communication will be made irrelevant. The messages won’t stick like they used to.  They will be assigned to trash and unopened. However, if you deliver some new information which has value to the recipient, you won’t only be read, you will be spread.

Here are three branded EDM’s which have escaped my spam folder because they have delivered on the new and valuable proposition:

Amazon

Amazon are the kings of personalisation. This continues through their emails with recommendations, new releases and special offers on books which they know I am interested in.

Wagamama

I now know that 75% of emails that I receive from Wagamama’s are going to be significant discounts. And for that I’ll put up with the remaining 25%. I know that these are sent on mass but when the offer is of such value and exclusive to email subscribers, they make the inbox.

Map Magazine

Map Magazine send an EDM to all agency types at 4pm each Friday with a multiple choice question. First response with the correct answer wins (usually alcohol related). A second EDM is sent shortly after announcing the winner. A great way to foster some healthy competition, interaction and product knowledge.

Have you got any other examples of great EDM communication?

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