"It's also when many executives outside the email team start questioning the channel with comments like: "We need to invest in our app." "Social is where the attention is." "Email feels dated. Are we over-invested here?" I understand why they're hesitating. Apps and social platforms promise immediacy, engagement and proximity to customers. They absolutely deserve investment. But here's the truth - apps and social support email. They don't replace it."
"If you're hearing similar questions on your team, or even asking them yourself, you're not alone. With tighter deliverability rules and AI changing inbox dynamics, the doubts are understandable. Still, after 27 years in email marketing, I can say with more certainty than ever - now is not the time to pull back. Doing so wouldn't just be a tactical mistake. It would unravel the only universal, resilient and permission-based channel holding your customer strategy together."
Q4 budget planning often prompts executives to question email investment in favor of apps and social. Apps and social deliver immediacy, engagement and proximity, but they require downloads, follows or favorable algorithms and cannot reach everyone. Email requires only an address and functions as core infrastructure for onboarding, order notifications and password resets. Recent changes like tighter deliverability rules and AI-altered inbox dynamics create understandable doubts, yet pulling back now would weaken the universal, permission-based channel that ties customer experience together. Email complements newer channels and remains essential for reliable customer communication.
Read at MarTech
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