If the algorithm changes tomorrow, can you still reach your customers?

The Australian Government's proposed "My Feed, My Way" changes got us thinking about something we talk to businesses about all the time.

How much of your ability to reach your customers actually belongs to you?

The proposed changes would give Australians over 16 more control over their social media feeds, including the option to move away from algorithmically recommended content and primarily see accounts they choose to follow.

While this is an Australian proposal, there's a useful lesson here for businesses everywhere: the platforms you rely on can change, but your customer relationships still need to work.

Your email database matters, but the connection matters more

We're not suggesting you stop using social media or paid ads.

But if you're spending time and money building an audience, it's worth thinking about what happens after someone clicks through to your website, downloads something, makes an enquiry or becomes a customer.

Does that information make it into your CRM? Does your email marketing platform know what they're interested in? Can your sales team see what they've engaged with?

This is where connecting tools like Mailchimp with your CRM becomes really valuable.

Instead of your email marketing sitting separately from the rest of your customer data, the right integration can help you use what you already know to create more relevant communication, better segmentation and more joined-up customer journeys.

It's not about sending more emails. It's about making the customer data you already have more useful.

When your CRM and Mailchimp are talking to each other, you have a much stronger foundation for communicating with people based on what you actually know about them, rather than relying entirely on an algorithm to decide who sees your message.

Email isn't just for marketing anymore

Email is also becoming part of a much broader customer journey.

Tools like Fin AI Agent can work over email, using your approved support content to answer customer questions and handing conversations to your team when a human needs to step in.

Think about that journey as a whole.

Someone finds you through social media, search, advertising or another channel. They make an enquiry and your CRM captures it. Mailchimp can continue the conversation through relevant email marketing. They become a customer. Later, they need support and Fin can help answer their question or get it to the right person.

The value isn't any one of those tools on its own. It's having the systems around those conversations connected, so customer information can move with the relationship.

How prepared are you?

"My Feed, My Way" is still a proposal, and it's specific to Australia. There's no reason to suddenly overhaul your marketing because of one announcement.

But the bigger lesson travels.

If one of the channels you rely on changed tomorrow, could you still reach, understand and support the customers already in your world?

If you're not sure, book a 15-minute scoping call with Motii.

We'll look at how your CRM, Mailchimp or other email marketing platform, support tools and wider technology stack are currently working together, where customer information could be getting lost, and where better integrations or automation could help.

You might not need more technology. You might just need the technology you already have to work better together.

This article is provided for general information purposes only and should not be considered legal, regulatory or professional advice. "My Feed, My Way" refers to a proposed Australian Government initiative and may change as the proposal progresses. Businesses should refer to official government information and seek appropriate professional advice when assessing any potential impact on their organisation.

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