video1.0<iframe src="https://www.loom.com/embed/9818352e89794c4b864f2574c43d0c52" frameborder="0" width="1280" height="960" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>9601280Loomhttps://www.loom.com9601280https://cdn.loom.com/sessions/thumbnails/9818352e89794c4b864f2574c43d0c52-8f3f1f17f503f738.gif390.8911In this video, I discuss a triggered email I received from British Gas following a problematic experience with our meters, which resulted in us being cut off despite having a significant credit balance. I highlight the importance of understanding customer context when sending automated communications, as this email arrived during an ongoing complaint and was poorly timed. While the email's design and content were strong, it failed to consider our situation, which could have been addressed by implementing exclusion guardrails in their marketing strategy. I encourage marketers to collaborate with service teams to capture the reasons behind customer issues to improve communication effectiveness. No specific action was requested from viewers, but I hope to raise awareness about these marketing practices.