I have been a fan of Southwest Airlines for years. They seem to truly want to please their customers and are always making changes to the way they work to make processes better. Some recent changes that they have made for the better include assigning a boarding range instead of everyone in the boarding group crowding together, taking credit cards for in-flight services, accepting online check-in 24 hours prior to your flight, allowing some pets in the cabin and now improving the post-purchase phase of their email program.

One pet peeve I have had with Southwest in the past is that once I purchased a ticket for a flight online I would get an email confirmation at the point of purchase, but nothing else. My confirmation would then get buried deep in my email inbox. When the time came for my flight and I needed my confirmation number, I would have to go “deep inbox fishing” to find it. This confirmation could be buried under thousands of emails. Now Southwest has changed this process for the better.

Here’s a closer look at what Southwest is doing now:

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Email marketers, from the novice to the expert, should always be looking for ways to touch their subscribers in a positive and effective way. There are a plethora of complicated and expensive ways to do this, including purchasing expensive lists and list building services, creating fancy and complex mailing campaigns, and generating robust and often overbearing reporting.

But as helpful as these higher-level endeavors might be, one should never neglect the low hanging email marketing fruit. This fruit will not only provide no-to-low cost wins, but also offer insight that neither breaks the budget nor strains the eyes.

Several simple email strategies include the following:

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