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Email In Conversation Age

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  • 1. The role for email in the Age of Conversation. Finding a role for the future Phil Smith Managing Partner | Ideagarden
  • 2. Source: Hugh McLeod – gapingvoid.com, 2008
  • 3. WHAT ROLE DOES EMAIL REALLY PLAY IN CONVERSATIONS?
  • 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. SHARE OF NOISE
  • 6.
    • DIRECT MAIL HAD TO
    • RE-EVALUATE ITS ROLE
    • & RELEVANCE - IN THE
    • COMMUNICATIONS MIX…
  • 7. NOW IT’S EMAILS TURN….
  • 8.
    • WHAT’S IT MEAN TO THE CONNECTED CONSUMER?
  • 9.  
  • 10.  
  • 11.  
  • 12. what the..?
  • 13.  
  • 14. WHAT METRICS?
  • 15. RATIONALE USED TO BE…
    • Cheaper than mail
    • Quicker to market
    • More easily tracked
    • Increases reach
    • Environmental issues
  • 16. WHAT - AND HOW - ARE WE MEASURING EMAIL?
    • Successful delivery
    • Bounce-backs
    • Open rates
    • Click throughs
    • Repeat opens
  • 17. YOUR CLIENTS’ RESPONSE TO THESE METRICS….. ? ? ? CEO CFO Marketing Director
  • 18. TO GET A SEAT AT THE TABLE, EMAIL MUST ADDRESS THE CURRENT PRESSURE POINTS…
  • 19. THE OUTCOMES THAT DRIVE RELEVANCE…
    • Actual sales numbers
    • Revenue growth
    • Profit impacts
    • Influence/referral outcomes
    • Engagement patterns
    • Customer value details
  • 20. IT NEEDS TO CONSISTENTLY IMPACT, INFLUENCE AND PARTICIPATE IN DIRECT MARKETING STRATEGY
  • 21. THE MOBILITY OF EMAIL
  • 22. THE GAME CHANGERS
  • 23.
    • IS EMAIL….
  • 24. IS EMAIL….
    • SPAM?
  • 25.  
  • 26. IS EMAIL….
    • FAILING AS A CHANNEL?
  • 27.  
  • 28. IS EMAIL….
    • INTRUSIVE?
  • 29.  
  • 30. IS EMAIL….
    • CAUSING THE DISCONNECTION OF SOCIETY?
  • 31. IS EMAIL….
    • DECREASING PRODUCTIVITY?
  • 32. IS EMAIL….
    • RESPONSIBLE FOR OUR KIDS INABILITY TO GRASP ENGLISH
  • 33. IS EMAIL….
    • GETTING THROUGH TO THE RIGHT PEOPLE?
  • 34. IS EMAIL….
    • THE BANE OF MY EXISTENCE?
  • 35.  
  • 36.  
  • 37.  
  • 38.  
  • 39. THINGS TO FOCUS ON
  • 40. ENGAGEMENT
  • 41. BENEFIT LED
  • 42. INTIMACY
  • 43. VALUE
  • 44. ACCOUNTABILITY
  • 45. SO, WHAT’S NEXT?
  • 46. EMAIL’S FUTURE IS…. TRANSACTIONAL? PROMOTIONAL? PERSONAL? FUNCTIONAL? B2B? B2C?
  • 47.  
  • 48.  
  • 49.  
  • 50.
    • Sir Winston Churchill
    • El Alamein
    • London, 10 November 1942
    'Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning.'
  • 51. THANKS email: phil@ideagarden.com.au twitter: phillipsmith Slideshare: http://www.slideshare.net/philatideagarden