Imagine getting very short emails from brands you like and trust that inform, educate and delight. These “micro newsletters” (microns, as I term them) can be read in 15-30 seconds unlike the regular emails that we typically get from brands which are full of images, text and links. Think of them like SMSes – you want to see them right away rather than later. The microns are not ad-driven, but content-rich. They could have breaking news, market updates, thoughtful quotes, recipes, health tips, travel recommendations, an excerpt from a poem, a brief on a new topic. The point is that you, as an email subscriber, see them almost as soon as they come. And in that fleeting moment, you are also exposed to the brand. Microns come daily and automatically – at the same time. Their goal? Become a habit in your life.
For a brand, microns are easy to create because they are much shorter. They daily connect with the recipient (customers or prospects) helps foster a closer bond. Emails tend to have a low open rate – which is where microns come in. Because they can be instantly consumed, there is no reason to leave them for later. It is almost like SMSes – we tend to see them as soon as we get them because we know it will only take a few seconds. Email still remains the most inexpensive communication channel – costing a fraction of the cost of sending SMS or WhatsApp. While app notifications have a zero cost to send, they do not have a 100% delivery rate – since many users simply turn off notifications. Useful microns can be shared on WhatsApp or other social media thus creating a potential viral effect and bringing in future customers to the brand.
Now imagine if microns can be made free for brands and with a double opt-in for subscribers – it’s a win-win on both sides. Recipients do not get any spam, while brands can scale the base without worries of cost implications (especially since messages are sent daily). Sounds too good to be true? This is exactly what MyToday aims to do – offer free daily email newsletter subscriptions that are valuable to both consumers and brands. It is the first-of-its-kind 2-sided platform – free for both sides (publishers and subscribers).
There are many questions that can be asked: In a world awash with content on websites, apps and social media, why is a new format – or even more content – needed? Our inboxes (Email, SMS, Whatsapp) are anyways crowded – why fill them up even more? Do we really need to get these microns daily? If everyone starts doing them, won’t that defeat the purpose? How many sources of news, recos and tips do we really need? All good questions that I will address. But before that, we will take a trip down memory lane.
Tomorrow: Part 2