The Hot New Channel for Reaching Real People: Email
Kids think it‚Äôs fussy and archaic, but for brands, creators and businesses of every kind the emerging medium of choice to reach audiences is the only guaranteed-delivery option the internet has left: email.
Consumer email services have been around for almost three decades, but to hear email‚Äôs most ardent fans talk about it now, it‚Äôs an undiscovered country too long neglected by those who could benefit from it the most. In the #deletefacebook era, it‚Äôs become a way to fight back against the algorithms that try to dictate what people see. Unlike on Facebook , readers receive everything they signed up to receive, in neat chronological order, alongside missives from friends, family and their various communities.
For marketers great and small, the algorithms that power social media represent the ever-rising cost of doing business on the platforms owned by the duopoly of Google and Facebook. Email...