GetResponse, a global leader in email marketing and automation, has released compelling new research highlighting growing concern among marketers over their dependence on social media and other “rented” platforms. Based on feedback from over 1,300 marketing decision-makers, the findings suggest a strategic rethink is underway as brands seek to regain control of their customer relationships in an increasingly unstable digital landscape.

Research Highlights from GetResponse

• Impact of TikTok Ban & Platform Instability

  • 25% of marketers report diminished confidence in social media due to the TikTok ban and related disruptions.

  • Broader platform instability—including algorithm changes and content regulation—is amplifying unease.

• Lack of Trust in Rented Platforms

  • Only 14.5% of marketers fully trust social media platforms to be stable marketing partners in the next year.

  • Nearly 40% express little to no trust in these platforms, signaling a major trust gap.

• Shift Toward Owned Channels

  • 60% of marketers have either increased or plan to increase focus on owned channels.

  • Email marketing tops the list, with 49% prioritizing it for future investment.

• Email Marketing: High Potential, Underused

  • Despite its value, only 26% of marketers heavily focus on email marketing.

  • Common barriers include fear of being flagged as spam (34%) and lack of time or internal resources (20%).

• Perception of Control

  • Email marketing is viewed as the most controllable channel, surpassing websites and mobile apps.

  • Unlike social media, email provides full access to audience data, direct reach, and no dependency on third-party algorithms.

Expert Insight from GetResponse

Michal Leszczynski, Head of Content & SEO at GetResponse, emphasized the need for balance:

“We’re not saying brands should delete or move away from social media—that wouldn’t be realistic. Social media will always play a valuable role in discovery and awareness. But our research clearly shows that marketers know they need to safeguard their businesses by also investing in channels they own, like email marketing, where they have full control over audience relationships, data, and outcomes.”

A Call for a Balanced Channel Strategy

As concerns about privacy, platform volatility, and regulatory threats grow, GetResponse’s research serves as a timely reminder: brands must reduce their dependence on rented platforms. Email marketing, with its stability, ownership, and performance potential, is not just a fallback—it’s a critical pillar for long-term marketing success. A diversified, owned-first channel strategy is key to future-proofing digital marketing efforts in a fast-changing environment.

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