The document discusses the changing role of email in an age of increased digital communication and conversation. It notes that as direct mail has had to re-evaluate its role, email now faces a similar challenge to define its relevance. The document raises questions about how email should be measured and how it can better demonstrate impact on key metrics like sales, revenue, and customer engagement. It considers whether email may be seen as spam, intrusive, or detrimental to society and productivity. Finally, it suggests email must focus on engagement, value, and accountability to carve out a future role as either transactional, promotional, personal or functional communication.