Email's been around for a long time, but that doesn't make it obsolete. Even though Social Media has become the darling of online marketing, good old Email has had it's own "Version 2.0", influenced by the same forces that make Social Media work.
3. Social Media, Smarter Media
Based on anthropological
functions like:
• Reputation
• Conversations and Dialogue
• Immediacy
• Access anywhere, unlimited by
where I am (access on my
mobile phone)
5. Brand New Ferret Bag
Email has fundamentally
changed as a medium
• Reputation matters.
• Dialogue matters.
• And email is becoming
increasingly mobile and
immediate.
No, I don’t know why he has a ferret.
6. Email Still Matters.
• More than 90% of internet users 18‐72 send and receive
email
• Nearly one‐quarter of Internet users surveyed said they
were most likely to check their email upon waking.
AOL/Beta Research Corporation (June 2008)
• 2/3's of US Internet users surveyed said email was their
preferred channel for written communications between
friends.
ExactTarget, "2008 Channel Preference Survey" (2008)
• 67% of respondents prefer email as a communications
channel over other online vehicles and 65 percent believe
this will continue to be the case in five years.
Habeas (2008)
17. The Three Email Airlocks
EVERY email has to pass
through three checkpoints:
1. At the ISP – Do I trust
this IP address?
2. At the Mail Server – Do
I trust this sender
domain?
3. At the User Client – Do I
trust this sender
address?
18. We’re Back to Mayberry RFD…
Marketing based on a relationship of trust.
20. #8 in TIME Magazine’s top 10 buzzwords of 2007
“Similar to Internet spam, this term covers news
alerts and other email that individuals signed up to
receive but may never get around to actually
reading. Much like the pork product it is named
after, bacn is something we desire even though it
clogs our (electronic) arteries.”
30. Great email marketing makes connections:
1. Between customers and messages.
2. Between the email we’re sending,
and the email we sent last week.
3. Between the email we’re sending,
and the one coming up in the future.
Email’s moved to the back burner, partly because Social Media has taken center stageAnd let’s face it – it’s EMAIL. We’ve been using this since the 90’s! Haven’t we figured out all there is to know by now?
Before email took off as a medium, every message you got was from a person you knew or a name you trustedThere wasn’t a need for filtering, because your eye could handle the choices fast enoughEmail hadn’t become malicious yet.Spam accounts for 14.5 billion messages globally per day. In other words, spam makes up 45% of all emails. Some research companies estimate that spam email makes up an even greater portion of global emails, some 73% in fact. The United States is the number one generator of spam email, with Korea clocking in as the second largest contributor of unwanted email.
So we had to invent the referee. We had to create ways to filter out the bad and keep the good inAutomated processes, algorithms, tools to replace our own eyes