The document discusses the changing role of email in an age of increased digital communication and conversation. It notes that as direct mail has had to re-evaluate its role, email now faces a similar challenge to define its relevance. The document raises questions about how email should be measured and how it can better demonstrate impact on key metrics like sales, revenue, and customer engagement. It considers whether email may be seen as spam, intrusive, or detrimental to society and productivity. Finally, it suggests email must focus on engagement, value, and accountability to carve out a future role as either transactional, promotional, personal or functional communication.

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

7. NOW IT’S EMAILS TURN….

12. what the..?

14. WHAT METRICS?

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…

20. IT NEEDS TO CONSISTENTLY IMPACT, INFLUENCE AND PARTICIPATE IN DIRECT MARKETING STRATEGY

21. THE MOBILITY OF EMAIL

22. THE GAME CHANGERS

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?

51. THANKS email: phil@ideagarden.com.au twitter: phillipsmith Slideshare: http://www.slideshare.net/philatideagarden