Southwest Marks 10 Years of E-News You Can Use

Posted December 18, 2008 by Nicki Krawczyk

Spamguy Dear Esteemed Friend,

Please pardon the intrusion into your life today. I would not dare to bother you but for a tremendous problem that I hope you, in your great generosity and kindness, will be able to assist me with. I am legal counsel for the fourth son and of the King of Addis Ababa, who is heir to $48 bajillion dollars currently held in a bank in Norway. For allowing us to transfer that money to your account…

I get a lot of those emails. I also get a lot of them from banks with which I do not hold accounts, several from people selling "Rolex" watches for $19.99, and many, many offers to help me "make action in the bed all the time you want." Um … thanks.

Proportionally, what I don’t get a lot of is emails with information that’s actually helpful. With that in mind, I think we should all take a moment to give thanks for a relatively unique phenomenon that celebrates its 10th anniversary this year: Southwest’s Click’N Save e-newsletter. This little decade-old dynamo packs the double-punch of being a verified useful newsletter as well as offering exclusive airline deals before anyone else. Hot darn!

Imagine, if you will, an inbox that’s filled not with emails for illicit prescription medication and questionable websites but, instead, with offers and information about things you might actually want to buy! You would never have to return to your computer after a day away and wade through 347 emails. I, similarly, would never again have to wonder why my friend Carla, who is supposed to be in Portland, emails that she is instead in the Philippines and needs me to wire her $3,000 to get her passport back from a corrupt hotel owner. And, if you were my friend, you would never have to get eight emails from me that day asking, “Wait, are you sure it’s not from her? What if it is?” and answer, to each of them, patiently, “No, it’s not from her. I’m really sure. Really, really sure. Let it go.”


Could such a dream ever come to fruition? I truly do not know. I the meantime, we’ll all just have to look wistfully into the distance … and then turn back to our computers and open the emails from Southwest.


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