![Page 1: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/1.jpg)
INSPIRE U:
It Came From Your Inbox
SEPT. 9, 2009
![Page 2: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/2.jpg)
EMAIL SOCIALMEDIA
![Page 3: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/3.jpg)
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)
![Page 4: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/4.jpg)
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
![Page 5: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/5.jpg)
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.
![Page 6: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/6.jpg)
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)
![Page 7: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/7.jpg)
![Page 8: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/8.jpg)
Email Has Evolved.
![Page 9: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/9.jpg)
It All Started So Well…
![Page 10: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/10.jpg)
![Page 11: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/11.jpg)
Why Email Had To Change
![Page 12: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/12.jpg)
We Had to Build Referees
![Page 13: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/13.jpg)
![Page 14: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/14.jpg)
Fighting Spam Like Credit Card Fraud
Behavioral “Signatures”
![Page 15: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/15.jpg)
CAN-SPAM
![Page 16: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/16.jpg)
The Biggest Revolution in Email
Users defining how servers “trust.”
![Page 17: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/17.jpg)
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?
![Page 18: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/18.jpg)
We’re Back to Mayberry RFD…
Marketing based on a relationship of trust.
![Page 19: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/19.jpg)
I sincerely apologize to all vegetarians in the audience.
![Page 20: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/20.jpg)
#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.”
![Page 21: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/21.jpg)
What this means is…
Your email
can get OLD.
![Page 22: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/22.jpg)
![Page 23: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/23.jpg)
If you don’t…
We end up here. Again.
![Page 24: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/24.jpg)
Emails must be hyper-relevant.
![Page 25: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/25.jpg)
And personalized.
![Page 26: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/26.jpg)
And timely.
![Page 27: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/27.jpg)
And stand out from the crowd.
Craig Daitch now owes me $5 for using this photo in a deck.
![Page 28: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/28.jpg)
And carry on a dialogue with the subscriber.
![Page 29: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/29.jpg)
Email marketing is basically a
LOYALTY PROGRAM.
![Page 30: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/30.jpg)
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.
![Page 31: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/31.jpg)
Designing Around This Button
![Page 32: It Came From Your Inbox: How Social Media has Reinvented Email](https://reader034.vdocument.in/reader034/viewer/2022051513/545b8cf1af7959795d8b5fc4/html5/thumbnails/32.jpg)
QUESTIONS?