Sean Hargraves writes:
Shall we just call email marketing Tiddles the cat because only a creature gifted with nine lives could surely compare to the digital marketing channel that is routinely “killed off” every time a startup launches a new messaging service. This week that honour goes to Facebook with Facebook Workplace. It looks like a very useful service for companies that want to have a social network for its employees — but an email killer?
I blogged yesterday on what i think is going on here, but to make a long story short, I suspect that Facebook has Microsoft-owned LinkedIn in its sights far more than email. Giving corporates their own walled garden for staff to communicate within seems to make sense, and if you throw in the potential for those companies to then start recruiting via Facebook, you can see where the social giant might hope to pick up some of LinkedIn’s massive recruitment revenue.
Sure, if a significant amount of corporates buy the Workplace service, there may be a reduction in the volume of email between colleagues who can message each other direct. However, that really doesn’t have anything to do with email marketing. It will not impact how often people check their inbox and it will not suddenly stop brands that have been given permission to talk to people over email making full use of that opportunity.