Only Signal, No Noise
The big idea of microns: very short emails that can be consumed in 15-30 seconds and become a habit. A micron (micro newsletter) is just about the length of a mobile screen and can be read in a glance. From news headlines to health tips, from quotes to learning a new word daily, from getting bite-sized chunks of philosophy to a poetry snippet, microns can inform, educate and delight. Microns cut through the clutter of an ocean of content that we know is out there but we don’t actually access. Microns are signals in a world of noise, delivered straight to our email inbox. (You can subscribe to some microns and experience them yourself.)
We can think of microns as offering a new email format for brands and content creators:
- Informational “Personalised” Emails
- Can be consumed in seconds
- Mobile-First: fits on a single screen; no scrolling
- Design thinking – no cognitive overload
- Multi-lingual
- Push; Sent daily, at a scheduled time
- Can have rich media (images, audio, video)
- Humanised: crafted by a person, not a bot
- Variety: a micron for every interest, all in one place
- Shareable via messaging apps like WhatsApp and Facebook
- Showcase for innovations: interactive, dynamic content
Here are a few examples of microns:
Imagine getting these microns in your inbox at different times of the day – some inform, some educate, some bring back old memories, some become To-Dos, some serve as alerts, some fulfil a long-felt need. This is the power of a micron. It is a power that brands can use to deepen relationships with their past, present and future customers.
