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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.
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@dominicedmunds
EMAIL IS DEADLong live
email!
ME?D
2003
AGENCY
BAESP’S
TRAINING
2009
2010
@dominicedmunds
1999
EMAIL IS DEAD
@dominicedmunds
@dominicedmunds
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IT MUST BE TRUE
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LET’S TAKE ANOTHER LOOK
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HANG ON… EMAIL IS DEAD?
@dominicedmunds
IF EMAIL IS DEAD, WHO KILLED IT?
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ASK GOOGLE…
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SOCIAL
I love social, but it’s not email.
• It’s a different medium?
• Email didn’t kill the phone. • Email was built to be a 1-2-1 tool
• Have you ever heard these phrases:
@dominicedmunds
SOCIAL
• ‘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?’
• ‘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
SOCIAL• Email and Social are different tools with different uses
• They are complimentary, not competitors.
LET’S NOT FORGET… SPAM!
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SPAM
Marketers ruin everything…
• If 1 email makes $X.XX then lets send 2
• The same is in store for social
• Tricky to manage an inbox? What about your twitter feed
• Gmail’s priority inbox
OK… MAYBE EMAIL ISN’T DEAD
@dominicedmunds
IT’S ON ITS LAST LEGS
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SURVIVOR
Email has survived some fairly close calls …
• The big one being the LAW, or the LAWS
• 35 international laws to be precise
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SURVIVOR
• No longer a scatter gun approach
• Email has cleaned up its act, not just in the US, but globally
• It’s no longer about newsletters
• It’s about targeted communications
@dominicedmunds
SURVIVOR
• 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
• Internet trolls have been free to torment and abuse users
• Social, has a lot of growing up to do
• Email has already grown up
SO, EMAIL ISN’T DEAD
@dominicedmunds
IT’S BEEN TAKING IT EASY
@dominicedmunds
@dominicedmunds
CHECK-UP
Let’s take its pulse…
• 144.8bn emails are sent every
• 89bn business
• 55.8bn personal
• There will be 4.1bn email accounts by 2015
@dominicedmunds
CHECK-UP
• 82% of smart phone users send and receive email on their device
• 61% of smartphone users send and receive email daily
• 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
CHECK-UP
• Monetate: Email has a higher conversion rate per session than search and social combined!
• Email: 4.15%
• Search: 2.64%
• Social: 0.48%
@dominicedmunds
CHECK-UP• The average business user get 105 emails a day
• Business use matters in retail, this is why…
@dominicedmunds
CHECK-UP
F***
@dominicedmunds
EMAIL ISN’T DEAD
@dominicedmunds
IT’S ON THE BEACH DRINKING MARGARITAS
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UNDERRATED
Email isn’t sexy
• It has been around for years
• It’s part of our daily digital diet
• Maybe we just take it for granted?
@dominicedmunds
UNDERRATED
@dominicedmunds
UNDERRATED
• That’s no bad thing
• Dependable, Necessary, Unsurprising
• Email can sit back and enjoy the sun
BUT IT WON’T
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THE FUTURE
Triggered email is getting more precise
• Basket abandonment campaigns
• Behavioral targeting
• Complex rules and filters
• Products, price, frequency, recommendations
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THE FUTURE
Symbols are here to stay
• 2x your open rate
• Until Marketers over do it
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THE FUTURE
HTML 5 will finally deliver video in email
• The experience we’ve all been waiting for
• Rich content to support your activity
$@dominicedmunds
THE FUTURE
• Remarketing is becoming more prevalent (still only 14% according to RedEye)
• In fact the remarketing space alone is worth an estimated $35bn
• With $30.1bn still untapped!
@dominicedmunds
Evolved • Best welcome newsletter 2006 (Marketing Sherpa)
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EMAIL IS NOWHERE NEAR DEAD
@dominicedmunds
IT’S DOING 1 ARMED PUSH UPS IN THE GYM
@dominicedmunds
Long live
email!
@dominicedmunds