The Future of the New Inbox

  |  April 18, 2013   |  Comments

Why email has changed…and must continue to do so.

I have written scores of articles (for this publication and others) on a subject near and dear to me: email marketing. For much of the 10-plus years I have been dedicated to this space; I have focused on optimizing programs and how to successfully articulate (and sell) email to key stakeholders that may be less enthusiastic (and knowledgeable) about this channel. I find myself now like the proud parent of a growing child. My baby is growing up!

Email marketing remains the cornerstone of digital marketing. One that drives revenue, ties integrated marketing together, keeps customers connected with your brand, and fuels the growth of social and mobile platforms and applications. It's the digital hub, and thankfully most naysayers have quit pronouncing its impending death.

I am extremely proud to announce the publication of my second book "The New Inbox: Why Email Marketing is the Digital Marketing Hub in a Social & Mobile World," which was officially released today. This book, a follow-up to my first one, "The Truth About Email Marketing," hopefully brings a reader (who I hope is any marketer looking to learn, test, and evolve) not only up to speed on where email marketing is in 2013 but where and how email marketing fits in an increasingly crowded and chaotic digital landscape.

Email has evolved and I am quite confident that it will continue to do so - one has to continue to do so to be the workhorse of any digital marketing department, and I think email marketing will do so in the foreseeable future. Here's how and why:

  • Email isn't just email anymore. It's marketing automation, it's social media, it's mobile, it's an ad network, it's a robust integrated digital marketing weapon, and most of all it's the invitation to your customers' and prospects' inbox. That's what makes permission email so powerful and unique.
  • Email has real sizeable leaders on a grander stage. Several email-focused companies call the public markets home. ExactTarget, Responsys, and ConstantContact all are well respected and capitalized market leaders (with one poised to take the IPO leap soon). Acquisitions have been plentiful in the past few years and that will continue due to the beauty of email's recurring and somewhat predictable business models as well as the landscape that often finds email to be the bridge to sexier channels. A healthy industry must have strong leaders with bold visions and deep pockets.
  • New email-focused business models lead to where email is going. The daily deal companies have generated further awareness for email's clout, but companies like LiveIntent, Movable Ink, Only Influencers, and dozens of hyper-focused agencies have emerged to capitalize on email's staying power as the stickiest of all web apps, plus the dynamic new nature of how consumers and businesses consume their email and interact with their inbox.
  • Email marketers get it. They really do. Email marketers know they aren't the belle of the ball but toil in the trenches to get work done, close business, drive their brand to the most coveted place on any smartphone or desktop, and are open and aware of how email works in a broader business sense. This may seem like sycophant cheerleading chatter but it is a key to our industry. People have blood, sweat, and tears to show in this industry and aren't looking to take the first train out of email to a flashier place in the digital ecosystem. This helps to speak for why email is the most mature and long-lasting of all digital marketing platforms, not to mention why so many email marketers like what they do and even enjoy their competitors' company. This is highly unusual and something many deserve recognition for. The technology is strong in email but the people are stronger!

So I hope the new book makes a bit of a difference. I know there are countless people trying hard who make up the hard workers of the email marketing industry. Let me know what you think of the book if you get a chance to read it. Thanks in advance and here's to the future of the inbox!

Image on home page via Shutterstock.



Simms Jenkins

Simms Jenkins is CEO of BrightWave Marketing, North America's leading email marketing-focused digital agency. The award-winning firm specializes in elevating email marketing and digital messaging programs that drive revenue, cut costs, and build relationships. Jenkins has led BrightWave Marketing in establishing a world-class client list including Affiliated Computer Service (A Xerox Company), Chick-fil-A, Cox Business, Phillips66, Porsche, and Southern Company. The agency was recently ranked among the fastest growing private companies by Inc. Magazine.

Jenkins was awarded the prestigious AMY 2010 Marketer of the Year from the American Marketing Association for being the top agency marketer and the Email Marketer of the Year at the Tech Marketing Awards held by the Technology Association of Georgia. Jenkins is regarded as one of the leading experts in the email marketing industry and is regularly cited by the media as such and called upon by the financial community to provide market insight and consulting.

Jenkins is the author of two definitive and highly regarded books on email marketing; The New Inbox (published in April 2013 by ClickZ/Incisive Media) and The Truth About Email Marketing (published by Pearson's Financial Times Press in 2008). Jenkins is currently the Email Marketing Best Practices Columnist for ClickZ, the largest resource of interactive marketing news and commentary in the world, online or off. His industry articles have been called one of the top 21 information sources for email marketers.

He has been featured in Fortune Magazine, The Wall Street Journal, Adweek, Bloomberg TV, Wired Magazine, and scores of other leading publications and media outlets. Jenkins is a regular speaker at major digital industry and general business conferences.

Additionally, Jenkins is the creator of and, the leading authorities on email and social media metrics. Prior to founding BrightWave Marketing, Jenkins headed the CRM group at Cox Interactive Media.

Jenkins serves on the eMarketing Association's Board of Advisors among other civic and professional boards. He is also a mentor at Flashpoint, a Georgia Tech-based startup accelerator program. Jenkins is a graduate of Denison University in Granville, Ohio and resides in Atlanta's Buckhead neighborhood with his wife and three children.

Follow and connect with Simms on Twitter, LinkedIn, Facebook, The BrightWave Blog, and his book websites at and

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