Have you heard the news?
Email marketing is officially dead.
Yeah, I know… you’ve heard it before. I know you’ve been hearing it multiple times every year since like 2010… but this time it’s for REAL. I swear it.
I know it never really died after all those other warnings, but this time it’s TOTALLY different. You gotta trust me on this! So you might as well delete your email list now, go crawl in a hole and die because your world is about to come crashing down.
Last night, I got an email from a frantic subscriber of mine.
Basically, this subscriber sent me a link to a podcast by David Garfinkel that was called Apple’s War Against Email Marketers.
In case you’re too lazy to click that link, here’s what it said:
“Imagine a day in the future when you can’t use lead magnets or other opt-in methods to get new customers…”
Now, when you read this, your initial reaction is to shit your pants a little bit.
Because, like any good ‘direct-response copywriter’, these guys clearly know how to use fear as an effective weapon.
This description has it all:
- Big Tech Boogeymen
- The end of [something]
- Your business and income are both going to vanish
- Looming deadline
I gotta hand it to Garf and his partner in crime… this is a really well-done podcast description. It’s an impressive level of fear-mongering these eyes have never seen.
So Kudos to you both.
Full disclosure: I did not listen to this podcast episode.
Thing is… I don’t think I need to.
I’m not worried about this in the least bit.
The subscriber who sent this to me was a little nervous and wanted my opinion on this topic. And this subscriber also informed me that they’re having a think-tank style discussion to discuss alternatives and ways to combat this problem.
Funny thing is…
I Guess My Invite Got Lost In The Mail?
You know, I’ll admit it…
I’m a little salty that I didn’t get an invite.
Chris is a tad bit butthurt.
I’ve been sitting by my phone for the past 12 hours, checking my messages over and over. Haven’t gotten a call yet. I even called Verizon to make sure my voicemail was working properly.
So instead of offering my opinions DURING this meeting of ‘esteemed’ email marketing experts… I’ll just do it right here, right now.
I’m A Little Tired Of Hearing This
I told myself I was gonna let this go.
Like, who cares.
There’s always a small contingent of people in the Internet Marketing bubble who scream about how email is dying… so they can then get your email address so they can sell you something THROUGH email in the future.
Every 3-6 months, there’s a new chicken little.
The funny thing is, everyone in the ‘real’ business world… you know people who don’t sell newsletters or info products… none of them think email is dead.
Because it just fucking works.
I’m not going to sit here and stand for people using this tactic anymore. I am going to be the hero Gotham needs, not the hero Gotham wants… and I am going to put an end to this bullshit once and for all.
Apple is apparently planning on helping people create burner accounts so they can use those emails to opt-in for your shit.
At least, that’s what I gleaned from the upcoming “The Day After Email” event page:
Ok, so let’s break down here what’s happening on this page.
Apparently, Apple is going to help people create burner email addresses (junk email addresses) so they can opt-in for your freebies.
Big problem, right?
Let’s think about this logically…
Are burner email address a new thing?
People have been creating burner email addresses for over 20 years.
It’s not too hard to do.
You can literally set up a burner email address in Gmail in about 10 seconds. (Not as fast as Apple’s 1-click, but hey… it’s pretty damn close.)
I MYSELF HAVE AND USE BURNER EMAIL ADDRESSES.
So do you.
So does everyone.
People have been doing this literally since email has begun.
But all of a sudden… burner email addresses are supposed to be a problem?
Do You Know Who Doesn’t Use Burner Emails? BUYERS.
Think about this for a second…
You are scrolling through Facebook and you see an ad for a webinar that is a PERFECT solution for the problems you’re experiencing in your business. You can tell there’s going to be an offer that might be the answer to your prayers. You are really excited because you’re finally going to be able to solve your problem, grow your business and live happily ever after.
(A) Sign up with a good email address so you can be notified when the webinar that you REALLY are excited about starts, so you can actually attend
(B) Use a burner email address that you never check because you want to miss this thing you’re really excited about and because you are a masochist and want to stay in your shitty situation and feel that same pain every single day without ever getting the relief you so desperately desire.
Yeah, kind of obvious…
People who want to BUY your stuff will sign up with their real email addresses. People who have no desire to ever buy from you will CONTINUE to use burner accounts.
This is what most people don’t understand about email marketing.
If You Have Good Products, People Actually WANT To Get Your Emails
If you’re worried that people are going to start signing up for your list with burner email addresses… then maybe you need to take a good look at your business and the shit you’re selling.
Maybe they know you suck at email and don’t want to read your shit.
This is natural selection at work. Business with shit emails and shit products will fold. But is that anything new? Pretty sure that TOO has been happening forever.
People LOVE My Emails.
They actively look forward to them.
Some people even set up little folders within their inboxes so they can save my emails in one place.
And that’s why I’m not worried about this.
If you are good at email and if you have a brand that people actually LIKE, then they are not going to shoot themselves in the foot and use an email they’ll never check.
Here’s Something Else…
Take a look at this:
This is a copywriting technique called ‘future-pacing.’
You basically describe a possible scenario that could happen in the future to get someone to start visualizing it in their mind. Usually copywriters do this right before they’re going to issue a ‘call-to-action.’
Do you know why they’re doing this?
Wait for it…
Wait for it…
Here it comes…
There it is!!!
This is not a hallucination.
Email is dying,
Apple drove a stake through it’s heart.
Except… I’m still going to need your email address…
Do You Remember When People Said The World Was Going To End In 2012?
I remember they said it was going to end on some Thursday in 2012 at 6:00pm, according to the Mayan prophecies.
I was a bartender at the time.
And my shift actually started at 6:00pm.
On the way to work, there was this big billboard that some crazy dude took out that said: “On [date], the world will end because of the prophecy, make right with your creator…”
I’m paraphrasing, but it was one of those crazy messages.
I was a few minutes late to work today because I remember pulling my car over to the side of the road and taking a picture of that billboard exactly at 6:00pm on the day the world was supposed to end.
This situation is not un-similar.
Email will never die.
As long as transactional emails and password reset emails are sent via email address, email will always be the medium where people make important buying decisions.
An email list is the only asset you can truly own, without being subject to the Big Tech Gods’ algorithms.
And email marketing is still the most profitable channel for marketing online in the history of the internet.
That’s not going to change.
One Last Note…
When GDPR happened, a lot of American marketers shit in their pants a little bit too.
EVERY company out there sent some emails about it. Even tho, GDPR is really just an EU Paper Tiger that has ZERO jurisdiction over the American Economy.
I’ve heard no one talk about this development from Apple, other than David or Meron.
If email was really dying in a few short weeks… do you think the email software companies, or Litmus or any of those other big companies who, ya know, base their entire businesses off email would have said something?
I think so.
Carry On As Planned… And Join My List While You’re At It.
Email isn’t going away.
Take a chill pill.
And while you’re at it… sign up for my email list. I’ll show you just how powerful and effective email can be in your business for YEARS to come.