I have a confession to make - I’m a tech nerd. I love how technology is constantly evolving, getting smaller, faster, bigger, smarter, easier, and everything in between. In fact, I’ve had my new Samsung Galaxy Note 4 for all of 48 hours and I am still flying a cloud of nerdtastic awesome!
Tech is powerful. It has the ability to bring people together, tear them apart, as well as the ability to surprise, delight, and let’s not forget - freak people out. This last details is worthy of some focus – freaking out over technology.
Techno Freak Out is NOT a New Dance Sensation
Allow me to qualify this statement – “freaking out” in regards to technology can have many meanings. In this case, I won’t be discussing the “Big Brother” freak out variety. The specific “freak out” scenario I’ll speak to are those of Email Marketers who immediately freak out when an ISP, Email Client, Browser, or Mobile Device makes an update to their software or device.
Even in Email Marketing - the least sexy, but diehard gem, of the digital marketing realm – we love tech! Tech doesn’t change as much within the confines of an email as many of us would like, but it changes everywhere else that affects design, development, and delivery of an email. That being said, the impetus for this quality rant on “freaking out” is brought to you by none other than Google. Not really much of a surprise there.
Back to the Future with Google
Let’s take a step back to 2013 when Google introduced the new Gmail inbox with Tabs. Talk about freaking out! Clients, vendors – everyone – was freaking out. All I heard for months was, “What happens to my promotional emails now?” and “Will my subscribers even see my emails?” and let’s not forget the classic, “How am I supposed to reach my goals when both Gmail and Users can sort their email?” Seriously, it was never, ever a big deal. But, we talked about it. We wrote about it. Clients asked for my point of view on how to battle this change repeatedly. Sometimes, they listened… most still panicked.