What's the Future of Email Marketing?

I spoke to Andy Mowat, the CEO of Tech Startup "Gated" about the future of email and spam. This got me reflecting on our email marketing strategy.

We all know what it’s like to receive emails that we didn’t expect or sign up for.

Swipe, Delete.

Swipe, Archive.

No time to unsubscribe.


That’s why, Andy Mowat created Gated: A free tool, which reduces the noise in your email by forcing unknown senders to donate to charity.

Why was Gated needed?

I asked the above question to Andy on my podcast.

His reply:

“You don’t control access to your own inbox.

Anybody at any time can get right in your face..

We want to give that control back to users”

There’s a lot of noise out there.

Much of it from marketers and sales people. Who ruin everything.

This podcast conversation led me to reflect on our email marketing strategy:

Am I one of those marketers, who is sending out noise, weekly?

Do you wish my emails were Gated from your inbox?

I write these emails every single week and spend many hours thinking about what we share and how we can add value to your life.

And messages like below 👇🏻 keep me going

As marketers we can’t just spray and pray to huge lists in the hope that someone will convert.

Things are changing.

Tools like Gated will no longer enable spray and pray behaviour.

So, the email marketing game is in for a shake up.

If you are sending emails, you need to ask yourself questions like:

a) Are my emails personal?

b) Does it add value?

c) Is the email I’m sending, something I would delete if it was in my inbox?

d) Where does my audience like to spend time and consume information – is it via email or on LinkedIn, community slack channels?

Listen to the full podcast here 👇🏻

It will make you think about email marketing in a difference lens:

Andy’s built 3 unicorn companies. You don’t want to miss this episode.

Linkedin messages are no exception.

Everyone wants personal 1-1 authentic conversations.

And it wont be long before Gated exists for LinkedIn.

Maybe, we should we build the Gated of LinkedIn? 😉

The question I want to ask you:

What do you think I should do with my emails?

a) Reduce emails to once a month

b) Not send emails

c) Include more depth in my emails

[Click here to vote]

Here’s to less noise,

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