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Is Email Magic?

Don’t get me wrong, I think email is a very powerful vehicle. It generates dialogs, sales, relationships and more. But can it make your wishes come true? Here is my story.

I am on my way to London on Virgin Airlines, which I have heard nothing but incredible things about. From the initial greeting at my house by the complimentary town car driver to the amazing service provided at the airport lounge, I felt that everyone had been correct. I was a Virgin brand-loyalist already.

Once I found out that the plane seats fold 100% down into a bed AND you get a free massage during the flight, in addition to the catalog of over 30 movies (woo hoo—I finally got to see Dreamgirls), I was in shock. Could an airline really be this good?

I was so excited that I sent an email to my friend—”I’m never leaving the plane” is all it said. And THAT is the exact moment when it all happened. Somehow my email transmitted a signal to the world that enacted the following chains of events:

First, I put my dinner order in and promptly fell asleep.

After sleeping for what seemed like a loooong time, I woke up starving and glanced at my watch—it was 3 hours later!!! OMG, I thought, I missed dinner. But I hadn’t, in fact, because we were still on the tarmac at JFK.

The pilot told us that because of the long wait, we no longer had enough fuel to get us to London and we would “try” to get to Dublin to refuel. No offense, sir, but “trying” to get to Dublin? What happens if we don’t quite make it? Isn’t it just water???

I went back to sleep.

This time I wake up to the smell of food and see we are in the air and…yay! everyone is eating…except me. Yep, they FORGOT I wanted dinner and gave it away. But I did get a glass of Diet Coke (with no ice—Grrrr).

OK—tuning the world out—watching the movie…

Finally back to sleep again. This time I wake up to the sound of the “we are preparing to land” message. Hooray, we will soon be in Dublin, I thought. I looked at my watch and it said 7:45am. Wow! We weren’t supposed to land in London until 9 am—and even 3 hours late we made are getting in early? That’s cool. Um…until it hit me…that was New York time! It was almost 1 PM local. And more bad news. We actually made it to Heathrow on the low fuel, but they are asking us to circle, and we can’t do that, so we have to land in Gatwick.

We land, pull up to the gate, they open the doors—but no one is allowed out. Instead, the plan is to refuel and fly back to Heathrow (think LaGuardia to JFK for those of you not familiar with London’s airports). One and a half later, we are still on the ground and they decide not to fly back but to let us off here.

We all, very unhappily, get off the plane. But once we get onto the jet bridge the airline informs us they cannot open the doors to allow us access to the terminal—so we wait…for another hour, in a hot hallway.

And THAT is when it hit me. If I would not have sent the email saying, “I am never getting off this plane,” none of this would have happened.

Call me superstitious, but I do believe the email gods were alerted and caused this chain of events. Each of you reading this should test this out.

WARNING: Please make it something you want to come true—or else be subject to the consequences.

—Jeanniey Mullen

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the voice of email
Welcome to the Email Experience Council's blog, a forum for the email marketing industry's leading voices. On these pages, you'll find the opinions and thought-leadership that's driving the next evolution of email.

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the voices of email

The Email Experience Council's membership includes many of the brightest and most committed email marketing experts. We're pleased to have some of them share their insights here on these pages. Our blog contributors include:

Elie Ashery is the president and CEO of Gold Lasso, and is responsible for the company’s vision and strategy execution. Before joining Gold Lasso, he co-founded Newsletters.com in 1997, selling it to The Tribune Cos. in 2000. He then worked for IncenSoft, focusing on email marketing while there. Read more.

Amy Bills is the senior manager of field marketing at lead optimization company Bulldog Solutions. She is responsible for lead generation and the go-to-market execution of Bulldog's new products and initiatives. Amy was previously the editorial team leader of Freescale Semiconductor’s internal creative agency and a senior editor at Hoover’s Online. Read more.

Nicholas Einstein is director of strategic and analytic services at Datran Media. Specializing in email and CRM strategy, he helps some of America’s top brands leverage online channels to communicate more effectively with their customers and prospects.

Lisa Harmon is a principal at Smith-Harmon, a creative services consultancy dedicated to email marketing strategy and production. She works with marketers to increase clickthrough, maximize revenue, and infuse delight into their email creative. Lisa is also the blogger behind edm.smith-harmon.com, an ongoing commentary on the best (and worst!) in email marketing creative. Read more.

Chip House is ExactTarget's VP of marketing services, leading the teams responsible for client success. He was named to BtoB Magazine’s 2005 “Who’s Who in B-To-B,” for being a vocal proponent of legitimate commercial email and an active lobbyist regarding spam and privacy issues. Read more.

Spencer Kollas is the director of delivery services at StrongMail, helping maximize customers’ email deliverability rates. He was previously director of deliverability services for Premiere Global Services. Spencer is an active member in the Email Sender & Provider Coalition, Messaging Anti-Abuse Work Group, the Anti-Phishing Work Group and, of course, the eec. Read more.

Stephanie Miller is VP of strategic services for Return Path, the leading email performance company. She works with marketers to earn a higher ROI and response from their acquisition and retention email programs—developing content, contact and segmentation strategies, along with testing, measurement and production programs. Read more.

Erick Mott is the director of marketing and corporate communications for Habeas, the leader in email reputation management services. He has a rich background in marketing and communications strategy and execution for such companies as Nokia, MarkMonitor, GlobalFluency, Cisco Systems, Creator Connection, Sun Microsystems, Philips NV, Elm Products and CBS Television. Read more.

Jeanniey Mullen is the Email Experiene Council's founder and the global EVP and CMO of global online publishing company Zinio. She is a thought leader and visionary in the email and digital marketing field. A columnist for ClickZ, she has published numerous papers and is a frequent speaker. Read more.

Charles Stiles is the VP of worldwide business development at Goodmail Systems. In his role, Charles is focused on helping generate a better understanding of the email environment and potential solutions for a better consumer experience. He currently serves as the chairman for the Messaging Anti-Abuse Work Group. Read more.

Jeremy Swift is director of client relations for email service provider BlueHornet. He helped form BlueHornet’s founding team in 2000 and has been responsible for client services and marketing strategy since the company’s inception. Jeremy is known for his ability to articulate technical information in ways that clearly resonate with today’s online marketer.

DJ Waldow is an account manager at Bronto Software. He works with Bronto’s largest clients to help them achieve and surpass their marketing goals. An active member of the email marketing community, DJ posts regularly on the Email Marketer’s Club, publishes a bi-weekly email marketing best practices newsletter, and films BrontoFire.

Chad White is the Email Experience Council’s director of retail insights and editor-at-large. He founded and is the author of the Retail Email Blog, a blog dedicated to tracking the email marketing practices of the largest online retailers. Chad regularly writes major research reports on email marketing and is an Email Insider columnist for MediaPost. Read more.

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