Four Questions for Predicting E-Mail’s Future
Where will e-mail be tomorrow? Anticipate and capitalize on this rapidly evolving medium.
Where will e-mail be tomorrow? Anticipate and capitalize on this rapidly evolving medium.
E-mail has revolutionized the way we work, communicate, and market products. But where will it be tomorrow? And how can you anticipate and capitalize on the societal and technological changes this rapidly evolving medium will bring?
We don’t have to look further than across Karen’s kitchen table — where her husband, Jim, sits — for guidance on how to predict change. A professor at Fordham University Graduate School of Business, Jim studied with media visionary Marshall McLuhan years ago. Today, he uses McLuhan’s Four Laws of Media in his management and leadership classes, to stimulate thought about the effects of innovation.
Here’s an excerpt from his article in the Harvard Management Update that explains how the laws work:
Simply put, McLuhan’s four laws state that every innovation — whether it’s a product, a service, a process, or an idea — does four things: It enhances something, obsolesces something [makes it irrelevant”, retrieves something, and, eventually, reverses into its opposite.
Let’s take a look at business-to-business (B2B) email and see what happens when we apply these questions to it:
Some of your initial thoughts when you first start asking these questions will be obvious. If you continue probing and pushing beyond the limits of what you know about B2B email today, you can start anticipating its awesome potential.
No one could have predicted the impact the car has had on every facet of life. We no longer have to walk to work, so we must exercise outside of work — spawning a whole exercise industry. Fast-food and drive-through restaurants have created an obese nation looking for new diet solutions, wider-collared shirts, and mega-sized coffins. What other changes will email bring when taken to its extreme?
We’d love to hear your thoughts and predictions about the future of email. Send them along — as well as your B2B case studies — to Karen.
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