The 'Email is Dead? Long Live E-mail!' Session by Dominic Edmunds, Founder of SaleCycle, which was presented at Performance Marketing Insights NYC on March 12, 2013.

1. EMAIL IS DEAD
@dominicedmunds

2. 2003
1999
AGENCY
2010 TRAINING
ME?D
BA
ESP’S
2009
@dominicedmunds

3. EMAIL IS DEAD
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10. IT MUST BE TRUE
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11. LET’S TAKE ANOTHER LOOK
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18. HANG ON… EMAIL IS DEAD?
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19. IF EMAIL IS DEAD, WHO KILLED IT?
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20. ASK GOOGLE…
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22. I love social, but it’s not email.
• It’s a different medium?
SOCIAL • Email didn’t kill the phone.
• Email was built to be a 1-2-1 tool
• Have you ever heard these phrases:
@dominicedmunds

23. • ‘Can you tweet me a copy of that contract’
• ‘I couldn’t fit my message into an email so I thought
I’d DM you’
• ‘Can you summarize those points in a tweet?’
SOCIAL
• ‘I’ll pull my thoughts together and fire them over in
messenger’
• ‘I just got a great email from Dan telling me what he
had for breakfast’
@dominicedmunds

24. • Email and Social are different tools with different uses
SOCIAL • They are complimentary, not competitors.
@dominicedmunds

25. LET’S NOT FORGET… SPAM!
@dominicedmunds

26. Marketers ruin everything…
• If 1 email makes $X.XX then lets send 2
• The same is in store for social
SPAM
• Tricky to manage an inbox? What about your twitter
feed
• Gmail’s priority inbox
@dominicedmunds

27. OK… MAYBE EMAIL ISN’T DEAD
@dominicedmunds

28. IT’S ON ITS LAST LEGS
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29. Email has survived some fairly close calls …
SURVIVOR • The big one being the LAW, or the LAWS
• 35 international laws to be precise
@dominicedmunds

30. • No longer a scatter gun approach
• Email has cleaned up its act, not just in the US, but
globally
SURVIVOR
• It’s no longer about newsletters
• It’s about targeted communications
@dominicedmunds

31. • Social are yet to face these challenges full on
• Individuals being prosecuted for tweets, unaware of
the rules they are breaking
• Cyber bullying through facebook is gaining more and
more press
SURVIVOR
• Internet trolls have been free to torment and abuse
users
• Social, has a lot of growing up to do
• Email has already grown up
@dominicedmunds

32. SO, EMAIL ISN’T DEAD
@dominicedmunds

33. IT’S BEEN TAKING IT EASY
@dominicedmunds

34. Let’s take its pulse…
• 144.8bn emails are sent every
• 89bn business
CHECK-UP
• 55.8bn personal
• There will be 4.1bn email accounts by 2015
@dominicedmunds

35. • 82% of smart phone users send and receive email on
their device
• 61% of smartphone users send and receive email
daily
CHECK-UP
• 44% of tablet users send and receive email daily
• We spend 11.2hrs a week reading and sending email
• In fact in the time taken to read that sentence, 20
million emails were sent
@dominicedmunds

36. • Monetate: Email has a higher conversion rate per
session than search and social combined!
• Email: 4.15%
CHECK-UP
• Search: 2.64%
• Social: 0.48%
@dominicedmunds

37. • The average business user get 105 emails a day
CHECK-UP
• Business use matters in retail, this is why…
@dominicedmunds

38. CHECK-UP
@dominicedmunds

39. F***
@dominicedmunds

40. EMAIL ISN’T DEAD
@dominicedmunds

41. IT’S ON THE BEACH DRINKING MARGARITAS
@dominicedmunds

42. Email isn’t sexy
• It has been around for years
UNDERRATED • It’s part of our daily digital diet
• Maybe we just take it for granted?
@dominicedmunds

43. UNDERRATED
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44. • That’s no bad thing
UNDERRATED • Dependable, Necessary, Unsurprising
• Email can sit back and enjoy the sun
@dominicedmunds

45. BUT IT WON’T
@dominicedmunds

46. Triggered email is getting more precise
• Basket abandonment campaigns
THE FUTURE • Behavioral targeting
• Complex rules and filters
• Products, price, frequency, recommendations
@dominicedmunds

47. Symbols are here to stay
THE FUTURE • 2x your open rate
• Until Marketers over do it
@dominicedmunds

48. HTML 5 will finally deliver video in email
THE FUTURE • The experience we’ve all been waiting for
• Rich content to support your activity
@dominicedmunds

49. $
• Remarketing is becoming more prevalent (still only
14% according to RedEye)
THE FUTURE • In fact the remarketing space alone is worth an
estimated $35bn
• With $30.1bn still untapped!
@dominicedmunds

50. Evolved • Best welcome newsletter 2006 (Marketing Sherpa)
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54. EMAIL IS NOWHERE NEAR DEAD
@dominicedmunds

55. IT’S DOING 1 ARMED PUSH UPS IN THE GYM
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