MARTECH FUTURE

ALLEN NANCE

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@AllenNance

www.allennance.com

KILLER APP OF INTERNET

Imagine a marketing channel

with 4 billion users and

growing to 5+ billion...

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SIMPLE MAIL TRANSFER PROTOCOL

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Imagine a marketing channel

that is accessed across the

globe using a standard

method...

RETURN ON INVESTMENT

Imagine a marketing channel

that delivers $40 dollars

for every $1 dollar spent...

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DIGITAL MARKETING GLUE

Imagine a marketing channel

that is the digital

marketing glue of all

other channels...

EMAIL INNOVATION

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Imagine a marketing channel

that is ripe for

innovation...

SMART MARKETING = PERSONALIZATION

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Name: Amy Morris

Email: amy1970@gmail.com

DOB: 6/8/1970

Residence: Portland, OR

Marital Status: Married

Children: one (girl)

Household Income: $130K/yr

Profession: Graphic Designer

Degree: BFA, Washington

Open Rate: 32%

Clickthrough Rate: 18%

Purchases: 0

Fav. Topics: Health & Wellness

Social Networks: FB, Twitter

Interests: Health, Environment

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WHY PERSONALIZATION?

Personalization increases engagement

72% increase in open rates

81% increase in click through rates

41% of consumers buy more from retailers who send personal emails

Sources: Marketing Sherpa & MyBuys Consumer Study

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WORLD GONE MOBILE

There will be a

new “mobile-

only” email

client that has

greater than

100M Users

PAYMENTS PHENOMENA

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Email addresses get

fully integrated into

Google Wallet,

Windows, and payment

gateways (Square) to

create a global

payments phenomena.

IP BASED CREDIT SCORE

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The idea of a “spam

folder” goes away and

the introduction of IPv6

leads to a “credit score”

of engagement that

drives all inbox delivery.

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SMART INBOXES

The “inbox” gets smart.

No more “newest at the

top.” Instead it is

replaced with an

algorithm that learns

who you interact with

most often and how.

CODIFIED USER EXPERIENCE

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Email becomes 4D.

Driven by wide adoption

of HTML5, embedded

Java, video and other

programming

languages, email comes

to life.

NEXT 5 YEARS

Email marketing continues to

be the number one digital

channel (it's) more mobile,

personal, smarter, and you

can transact across it...

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QUESTIONS

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Questions?

@AllenNance

@WhatCounts