Insights

Will GDPR empty my email inbox and is that actually a good thing?

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With 25 May upon us, I suspect we are all having the same experience of being bombarded with emails from organisations asking for permission to continue to do so.

If like me, you are ignoring most of these requests, apart from a few noteworthy exceptions, does this mean we can look forward to a quieter life with less disruption? The answer is probably yes.

But is that a good thing?

The challenge today is keeping up with the speed of progress. Endless offers of better tools, equipment and software applications all promising to save time and money, are delivered through a constant drip-feed of emails. At some point, we have all stopped and opened the email to find out more.

Without this constant information being pushed upon us, how are we going to know what has changed, what is now possible and as a result, are we going to miss out on opportunities to evolve our businesses to achieve better, more productive, competitive and profitable ways of working?

We can take the view that if we recognise an area of the business that needs attention, we can then proactively search to discover if there is a solution; when we have time, that is. In reality, the old adage of “if it ain’t broke, don’t fix it” is a much more likely outcome.

GDPR has blunted email as a marketing tool and at the same time, removed a very convenient way of keeping your finger on the pulse of change.

Will email be replaced by an uptake of social media? Will we see an increase in direct snail mail or are the news media organisations rubbing their hands in glee as advertising and advertorials increase in popularity?

As with every aspect of the growth of uncontrolled, online, real-time global communications over the last decade, only time will tell.

But one thing is certain, it will become harder to stay abreast of technological change and without dedicating time to find an effective alternative, we all run the risk of falling behind our more diligent competitors, to the detriment of ourselves and the businesses we represent.