SMS Could Be an Interesting Channel to Explore

In an era of platform uncertainty and a push toward owning the relationship with your audience, more publishers are thinking about distribution tactics that they can control. I had lunch with two media executives yesterday discussing this change in how publishers should think about audience development and I said that email needed to be the north star.

But email does have its challenges. A few weeks ago, Apple announced that it would be releasing tabs in its mail client, similar to how Gmail does it. Emails would get categorized as primary, transactions, updates, and promotions. And it would be using AI to help inform where things go, all with the goal of decreasing clutter in the inbox.