This thing isn't uncommon. You email a CEO and get put into "executive escalation" if you don't seem like a crackpot. I've done that once before and it was useful to cut through the armies of outsourced CSRs that read from a script and refuse to deviate and send you in circles.
It does help if you start your email with your value to the company (i.e., I spent $X over $Y time period at your company)