The choke points
You might not be reading this. Or the blog I sent out early today. And you might not be getting those other newsletters you subscribed to.
Google also automatically moves many Mailchimp newsletters to your promo folder in gmail. As well as airline alerts, school newsletters and more. Without asking you first. Plenty of babies in that bathwater. This error violates the do-not-harm principle... If people trust you to deliver their email, then deliver it.
And now they've chosen to go further, and put some of the blog posts you were waiting for in your spam folder, which is the deepest of black holes. No joke.
I hope you'll agree that my blog isn't spam.
The irony is not lost on me.
If this was just about my blog, it would be a petty rant by a long-time blogger. But of course, the land grab is a persistent erosion. Do we need spam filters? No doubt about it. Selfish marketers keep pushing the envelope.
Google's spam filter is a revelation, it's free and it works, most of the time. The challenge they face, though, is when they start to ratchet up what they filter. The number of things you are counting on getting by email keeps going up, and we need to be able to count on this medium to keep us informed.
There have always been gatekeepers. Martha Stewart decides who gets into the magazine. Steve Case got to decide who got on the front page of AOL. Apple controls the app marketplace by controlling what gets featured in the app store. This is one way gatekeepers create value--the editorial and focus decisions complement the advertising and increase subscriptions. But it also makes it harder for new voices to be heard.
Modern organizations, like Facebook and Google, have set themselves apart as post-gatekeeper platforms, but of course, they're not, particularly Google. Google profits by putting its own pages higher than those of companies that aren't paying to be there. Google benefits when organizations need to buy ads in order to get through to people who might not see their message, even if they have permission.
If you're not paying, you and your attention are the product.
People who create content are spending more and more time figuring out how to alter their messages to get past the filters that are being erected between their readers and their creations. Which is a shame.
Yes, this is a rant. I'm also hoping you'll take a minute to groom your promo and spam filters for all the other stuff that's hidden there. And that you'll subscribe to your favorite blogs by RSS, because it's mostly uninterrupted by people who'd rather you didn't get what you were hoping for. Just you and the blogs you want to get.