The two biggest threats to email marketers today
Published: Sun, 04/11/21
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E-mail…is by design a very decentralized media. What worked 10 years ago still works unchanged. However, do you think there could be a threat for mail-based marketing in the future? (I'm thinking about spam filters obviously, but even them are decentralized by nature) If so, what should we do to protect us?
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My opinion:
We’re nowhere near email being dead, or taken away as a media for selling. But, there are legitimate threats to it, and dangers for relying completely on it.
I see the two biggest as being:
1. Gmail’s potential power to censor
Let’s say you go against the G-Machine in some way, or they catch you thinking the wrong thoughts. Probably not much to stop them from, for example, not delivering your emails to Gmail users. Or, at the very least, from playing games with that delivery.
2. Email broadcasting/autoresponders getting into the de-platforming act
The the most notable example of this is Mailchimp.
But, there’s nothing stopping others from hopping on the virtue signaling bandwagon.
All of which is why, when the social media de-platformings started going into full bore mode, and people started pounding their chests about how they were “safe” because they had email, I could only shake my head.
That’s small thinking.
And, they completely missed the point of what's happening.
I can assure you, big tech can take email away from you if they have a notion.
All of which is why relying on just email, or any other one media, is a potential recipe for disaster. It’s also why learning how to stack various media platforms together "William Randolph Hearst style" is vital, in my way of thinking.
That means using as many marketing media, synergistically, as possible.
With each hooked up to and feeding each other.
If one is taken, you still have the others.
Thus email.
And print media.
Also mobile apps.
And even social media that's not big tech controlled. (i.e., not Facebook, Twitter, etc.)
It’s one reason I did the unthinkable just 3 months ago:
Started creating a social media platform (untouched by big tech servers or their greedy, data & privacy stealing technocrats) with Troy Broussard.
And even in its alpha testing phase it’s pretty sweet.
There are already select people in there from my customers, Troy's customers, and Learnistic's customers rooting around and playing with it during this alpha test. So far the consensus is it’s going to be light years better than anything else out there.
More on that next month.
For now, if having a mobile app as one of your business medias intrigues you:
Learnistic is a mobile app platform for businesses who don’t have the typical 10's of thousands to dump on one.
You can get a free test drive here:
https://www.EmailPlayers.com/learnistic
Ben Settle