Jeanniey Mullen, one of my fellow "Thought Leaders" in the online advertising space and one of the few that really understand my world (the Agency Life), wrote a nice article today in Click Z about the discussions and issues she has in helping traditional agencies understand the role and value of email in the emerging Web 2.0 discussions.  She posted a comment on an Insider list a few days ago that prompted some intriguing comments from various thought leaders both email and online advertising and much debate about whether email is a "digital channel".  This is a hop topic and people are looking for good examples of how email is used to compliment these channels.   I was recently asked to speak about email and it's influence on Web 2.0 emerging technologies and services for a magazine and the discussion was quite similar.  How can email be an influence and enabler for social networking and community building, a compliment to RSS, a retention builder for brands that are trying to harness uncontrollable user generated content and syndication.  

Let's face it, Web 2.0 will make us all re-evaluate how consumers use devices, where they use them, how often, what type of content they consumer, how it's syndicated, how they culturally evolve their social networks and communities and how media supports this all.. so, is email "media? is it "digital" is it a "channel" is it a notification tool?   Email is the #1 activity on the Internet today...(with search being a close second), how can you deny this.  

Read her comments and understand that her agency and mine (Avenue A |Razorfish) are continually trying to provide interpretation to traditional and digital programs that stay on the edge of emerging trends and technologies but still stay committed to direct marketing, and core channels that the consumers covet.  And most companies we consult with are struggling with email (as a marketing tool) and how to govern it throughout the organization.  Pose this to small businesses and it's the same issues but different levels of politics, expectations and resources. 

The moral of the story is... email should not be thought about as a separate function to channels and emerging Web 2.0 technologies, it should be a compliment to all..and small business and large corporations will use these social media and networks to syndicate their brand and email will be a strong driver and fulfillment agent of this.  Call it a poor man's channel, call it out dated, call it "dead" due to all the consumer concerns, but don't call it "value-less to your efforts.  You will lose in the end if you ignore this or it's an afterthought in your growth and adoption of new trends.

Good Job Jeanniey, this is important and let's hope it gets face time with the executives making key marketing decisions for the future!

Click Z Article:  http://www.clickz.com/clickz_email_experts/em_mkt/em_mkt/newsletter