Every time iOS (Gmail or any Inbox provider) makes a major update, it causes a riot in the email marketing community.
~ “This is the death of email”
~ “DOOOOMSDAY”
~ “WAAHHH”
Follow with a quick pitch on their “new solution” to game the system:
* The ultimate template
* Anti-promo code
* AI (aka magic pill)
This cycle happens 4 times a year.
But here’s something to think about:
Gmail… and every inbox provider’s job is to give users the emails they want—while protecting themselves from FTC lawsuits
(well… FTC might not even exist after a few weeks…)
This means –
If your subscribers WANT your emails… and they cannot find them… Gmail fails as an inbox provider. (and Apply Mail app fails as a mail app)
This is your North Star.
Stop sending emails that look like a flyer…
Stop over-relying on discount codes as your only persuasion element…
Stop being just another marketer…
And start caring.
When you give a F about your prospects… and build relationships through your words, stories, and beliefs… you will never need another “magic pill” again.
Talk soon,
– WYH