it came from your inbox: how social media has reinvented email

INSPIRE U:

It Came From Your Inbox

SEPT. 9, 2009

EMAIL SOCIALMEDIA

Social Media, Smarter MediaBased on anthropological functions like:

• Reputation

• Conversations and Dialogue

• Immediacy

• Access anywhere, unlimited by where I am (access on my mobile phone)

Ye Olde Email To a lot of marketers, it’s a numbers game

• The more email addresses I can collect, 

• the more I can send, meaning

• the more I can get to open and respond

Brand New Ferret BagEmail has fundamentallychanged 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.

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)

Email Has Evolved.

It All Started So Well…

Why Email Had To Change

We Had to Build Referees

Fighting Spam Like Credit Card Fraud

Behavioral “Signatures”

CAN-SPAM

The Biggest Revolution in Email

Users defining how servers “trust.”

The Three Email AirlocksEVERY email has to pass through three checkpoints:

1. At the ISP – Do I trustthis IP address?

2. At the Mail Server – Do I trust this sender domain?

3. At the User Client – Do I trust this sender address?

We’re Back to Mayberry RFD…

Marketing based on a relationship of trust.

I sincerely apologize to all vegetarians in the audience.

#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.”

What this means is…

Your email

can get OLD.

If you don’t…

We end up here. Again.

Emails must be hyper-relevant.

And personalized.

And timely.

And stand out from the crowd.

Craig Daitch now owes me $5 for using this photo in a deck.

And carry on a dialogue with the subscriber.

Email marketing is basically a

LOYALTY PROGRAM.

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.

Designing Around This Button

QUESTIONS?