1. Email clients are much like the planets
There are some planets in Star Wars that are highly important and feature throughout the Saga, such as Corusant, the capital of the Galaxy. It is critical to the plot and the characters have to plan strategically how to engage with it. In the email universe this planet is Gmail. It is by far the most popular email client and one that is growing with every new generation. Email marketers cannot ignore Gmail and have to plan strategically how they’ll work with the client.
There are some planets like Tatooine that are equally as important and are critical to the plot. However, Tatooine has a rough landscape, with little investment in the infrastructure and the inhabitants of the planet. This is much like Hotmail, it was once the most popular email client but with very little investment, many Hotmail users have chosen to abandon ship and move to Gmail.
Then there are planets like Mustafar; inhospitable, desolate and with a threat of volcanic eruptions. Mustafar is a place where it’s impossible to survive and no-one particularly wants to visit, just like Lotus Notes! And finally we have Alderaan, which was destroyed by higher powers and bears similarities to the fate of AltaVista; it was acquired by Yahoo in 2003 and subsequently shut down in 2013.
2. The Force is like the good and bad side of email
The Force is the ubiquitous power in the Star Wars universe. The Sith from the dark side of the force are working to take power in the Galaxy, whereas the Jedi work tirelessly to protect it. The Sith are unethical, brutal and will do anything to get this power. In this analogy, email spammers are the Sith of the email universe. They will do anything and everything they can to dupe and lie to people. They will steal their money, their identities, and in some cases cause incredible damage. On the other hand, you have organisations like Spamcop and Spamhaus; many ESPs and industry organisations like the DMA fight against unethical conduct in email. They work tirelessly to protect the average Jane from these vicious attacks.
3. The Star Wars Saga will never die, much like email
Star Wars began almost 40 years ago; it has eight movies, 11 TV Series, over 100 video games and hundreds more books. In 1983 many thought it was over when the Return of the Jedi was released; the plot seemed so final surely it was the end? Then in 1999 LucasFilms kicked off the second phase of the Saga. 2005 arrived and we all thought it was over, until Disney purchased LucasFilms and kicked it all off again. This is a franchise that will continue to give for many more years to come. And here it comes…much like email. Email will never die. For every new craze, phase and social channel, email has become so ubiquitous with our daily lives. As technology improves and new innovations come into play, email becomes more and more ingrained into the fabric of society.
So there you have it, I have successfully linked two facets of my own life together.
“May the force be with you”.