Inbox Heroes: Respect My Inbox!

neil capel high res Inbox Heroes: Respect My Inbox!

Mr. Capel.

This is a guest post from Neil Capel, CEO of Sailthru, a New York-based startup that automatically tailors email, web and advertising content to the unique user.

I’ve always abided by the InboxZero principles: delete, delegate, respond, defer, and do. Anyone who has ever abided by these principle knows, though, that it’s becoming impossible to maintain. I barely have enough time to open all my emails, let alone categorize them. Time is valuable and because of that I default to the fastest action: deletion. I delete even faster when the email is from a brand that has repeatedly sent things that aren’t relevant to me.

It’s not that I don’t want to engage with brands. I’ll willingly admit that I’m a sucker for free shipping offers and a good discount. I’m signed up for more retail and content sites than I care to admit. But why do I receive email deals for pedicures on a daily deal site? And why do I keep getting updates about Kim Kardashian’s love life when I’ve neve rclicked on an article about her? (Okay, maybe once.)

Why? Because brands don’t respect me, my time or my inbox—at least that’s how it feels. I know the reality is different. Many brands think the more emails they send, the more money they make. And, to a certain extent, they’re right. Email has always been leveraged as a cos- effective and high ROI, direct response channel. But truth be told, in this socially-focused day and age, more mass emails means more opt-outs and trips to the SPAM folder. It means losing a key channel with which to communicate withcustomers. It means losing me, my trust and my business.

So I did the thing any serial entrepreneur would do. I created a business to help brandsbe relevant in a consumer’s inbox, on site, in app, and in ads through hyper-personalized, 1:1 content. The whole premise of Sailthru is that we help an e-tailer to know that I prefer to shop on my iPad and that I generally buy gifts for my wife, and that you like to buy sports equipment and read articles about skiing—and respond to both our unique interests accordingly.

Sending pertinent email deals, as well as serving good content recommendations onsite, in apps or in ads all create more engaged, loyal customers, build trust and tell the user that you respect them and their time. It’s that simple.

My delete finger is tired. But clearing email inboxes is a game for consumers andbrands alike. All consumers should adopt an email philosophy whether it’s InboxZero, a priority inbox or something else in order to keep up with ever-growing inboxes. The best brands will help them with this daunting task. And their customers or subscribers will recognize them for it with their clicks, page views and purchases. And I’ll finally feel like my inbox has gotten some respect.


  1. Williams G_gebrel1 says:

     Compliment of the day. Excuse my intrusion into your private life without your prior permission.I hope my mail will not cause you much embarrassment as I write to you in good faith.

    please reply me hear for security reason

    Dear sir

    My name is Mr. Williams G. gebrel; I am the regional chief accountant manager of Bank international of africa(BIA BANK) Togo, branch in the Volta region of Togo. I am a 44 year’s old married man blessed with three lovely kids. I am a man of peace and I don’t want problems, I only hope you can assist me. I have packaged a financial transaction that will benefit you and me.

    As the regional chief accountant manager of the Bank international of africa (BIA BANK) Togo, it is my duty to send in a financial report to my head office in the capital at the end of each year. But in the course of the last year 2011 fiscal report, I discovered that my branch in which I am the account chief manager a dormant amount of eight million united states dollar ($8,000.000.00USD) which my head office are not aware of and will never be aware of. This fund I have placed in what we call “escrow call” account with no beneficiary. As an officer of this bank I cannot be directly connected to this money, so my aim of contacting you is for you to assist me receive this money in your country through your bank account, and get 30% of the total funds as commission.

    There is practically no risk involved, it will be bank-to-bank transfer, all I need from you Is to stand claims as the original depositor next of kin of this fund, who made the deposit with my branch so that my head office can order the transfer to your designated bank account.

    I discovered the said amount of money during our last audit work in the month of April 2010. I discovered also that this money belongs to one Mr. Burckhard, Erich, I needs your help to come out to stand as the next of kin to late Mr. Burckhard, Erich, customer of our bank who died in plane crash on Monday 2ND September 1998 GMT 14:22 UK while they were flying from New York to Geneva..

    I want to make the following points clear for you so that you can have a better understanding of why am contacting you. Open bellow site for confirmation crash.

    If you accept to work with me I will appreciate it very much.

    Kindly respond to me immediately So that we can go over the details.via our office alternative email address:

    Please, endeavour to furnish me with your alternative e-mail address contact to enhance effective communication.

    The percentage Is negotiable, I hope to hear from you soonest.

    Thanking you in advance.
    Yours truly,
    Mr. Williams G. gebre