Email In Conversation Age

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Email In Conversation Age

  1. 1. The role for email in the Age of Conversation. Finding a role for the future Phil Smith Managing Partner | Ideagarden
  2. 2. Source: Hugh McLeod – gapingvoid.com, 2008
  3. 3. WHAT ROLE DOES EMAIL REALLY PLAY IN CONVERSATIONS?
  4. 4. MEDIA CONSUMPTION: AUSTRALIA HEAVY USERS JUNE 1998 – SEPTEMBER 2007 ALL PEOPLE 14+ June 1998 June 1999 June 2000 June 2001 June 2002 June 2003 June 2004 June 2005 June 2006 September 2007 38.2% 29.8% 29.1% 27.1% 17.4% 15.4%
  5. 5. SHARE OF NOISE
  6. 6. <ul><li>DIRECT MAIL HAD TO </li></ul><ul><li>RE-EVALUATE ITS ROLE </li></ul><ul><li>& RELEVANCE - IN THE </li></ul><ul><li>COMMUNICATIONS MIX… </li></ul>
  7. 7. NOW IT’S EMAILS TURN….
  8. 8. <ul><li>WHAT’S IT MEAN TO THE CONNECTED CONSUMER? </li></ul>
  9. 12. what the..?
  10. 14. WHAT METRICS?
  11. 15. RATIONALE USED TO BE… <ul><li>Cheaper than mail </li></ul><ul><li>Quicker to market </li></ul><ul><li>More easily tracked </li></ul><ul><li>Increases reach </li></ul><ul><li>Environmental issues </li></ul>
  12. 16. WHAT - AND HOW - ARE WE MEASURING EMAIL? <ul><li>Successful delivery </li></ul><ul><li>Bounce-backs </li></ul><ul><li>Open rates </li></ul><ul><li>Click throughs </li></ul><ul><li>Repeat opens </li></ul>
  13. 17. YOUR CLIENTS’ RESPONSE TO THESE METRICS….. ? ? ? CEO CFO Marketing Director
  14. 18. TO GET A SEAT AT THE TABLE, EMAIL MUST ADDRESS THE CURRENT PRESSURE POINTS…
  15. 19. THE OUTCOMES THAT DRIVE RELEVANCE… <ul><li>Actual sales numbers </li></ul><ul><li>Revenue growth </li></ul><ul><li>Profit impacts </li></ul><ul><li>Influence/referral outcomes </li></ul><ul><li>Engagement patterns </li></ul><ul><li>Customer value details </li></ul>
  16. 20. IT NEEDS TO CONSISTENTLY IMPACT, INFLUENCE AND PARTICIPATE IN DIRECT MARKETING STRATEGY
  17. 21. THE MOBILITY OF EMAIL
  18. 22. THE GAME CHANGERS
  19. 23. <ul><li>IS EMAIL…. </li></ul>
  20. 24. IS EMAIL…. <ul><li>SPAM? </li></ul>
  21. 26. IS EMAIL…. <ul><li>FAILING AS A CHANNEL? </li></ul>
  22. 28. IS EMAIL…. <ul><li>INTRUSIVE? </li></ul>
  23. 30. IS EMAIL…. <ul><li>CAUSING THE DISCONNECTION OF SOCIETY? </li></ul>
  24. 31. IS EMAIL…. <ul><li>DECREASING PRODUCTIVITY? </li></ul>
  25. 32. IS EMAIL…. <ul><li>RESPONSIBLE FOR OUR KIDS INABILITY TO GRASP ENGLISH </li></ul>
  26. 33. IS EMAIL…. <ul><li>GETTING THROUGH TO THE RIGHT PEOPLE? </li></ul>
  27. 34. IS EMAIL…. <ul><li>THE BANE OF MY EXISTENCE? </li></ul>
  28. 39. THINGS TO FOCUS ON
  29. 40. ENGAGEMENT
  30. 41. BENEFIT LED
  31. 42. INTIMACY
  32. 43. VALUE
  33. 44. ACCOUNTABILITY
  34. 45. SO, WHAT’S NEXT?
  35. 46. EMAIL’S FUTURE IS…. TRANSACTIONAL? PROMOTIONAL? PERSONAL? FUNCTIONAL? B2B? B2C?
  36. 50. <ul><li>Sir Winston Churchill </li></ul><ul><li>El Alamein </li></ul><ul><li>London, 10 November 1942 </li></ul>'Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning.'
  37. 51. THANKS email: phil@ideagarden.com.au twitter: phillipsmith Slideshare: http://www.slideshare.net/philatideagarden

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