• by Gavin O'Malley , Staff Writer @mp_gavin, April 25, 2014

Email is the glue holding together all other communication mediums, experts agree at MediaPost’s Email Insider Summit on Friday. That’s because “it’s a proactive media, and we have the ability to make things stick,” said Ryan Phelan, VP of Digital Impact and Strategic Services, at Acxiom. Yet, according to Phelan, the industry is doing a “horrible job” at connecting consumers’ communication threads. Why? For one, the message is “mostly about a discount.” It’s important to really think about what said glue is for, according to Rob Brosnan, SVP Strategy at StrongView. Ideally, it should be about “moving the message forward.” Kay Kerman, Senior Manager and Digital Marketing at American Airlines loved that idea. “Awesome,” she said.