Microns and Brands: Made for Each Other (Part 11)

The MyToday Advantage

There are many questions that come to mind about MyToday’s microns platform. Why would Netcore offer microns? What is the catch for the brand – after all there is no free lunch in the world. What if consumers start receiving too many microns – would it not add to the inbox clutter? Doesn’t Twitter offer something similar? Would not WhatsApp be better? Can a push notification do the job better? Let us address each of them.

First, why is Netcore offering microns? I see this as a great way to bring an innovation into the world of email and capture attention. Netcore has less than 1% of the global email market. The cost of producing an email is infinitesimally small for a company like Netcore. (An SMS is many times more expensive since operators need to be paid.) Netcore already sends over 10 billion emails each month for its enterprise customers. As such, it knows how to handle scale. By offering microns at a fraction of the price of emails, I hope to create interest in brands globally who are not using Netcore – and create new ideas for brands already using Netcore. As long as engaging emails grow, Netcore will grow.

Second, what is the catch for the brand? Microns have to adhere to a set of rules – be short, informational, sequenced (not one-off). Microns are about adding value to the recipient’s daily life, rather than showing up as an unwanted guest at the doorstep (in the inbox). As such, microns will have a greater likelihood of being opened and thus also enhance the brand’s mental availability.

Third, the problem of too many microns being sent to an inbox is a good problem to have! We all know how to deal with many micro-messages – just look at the quantum of WhatsApp messages we already handle in a day. Even a dozen microns daily will take up no more than a few minutes of time.

Fourth, the question of other platforms like Twitter offering something similar. Twitter, Medium and Substack are all broadcast platforms even as they offer the same publish-subscribe model – everyone sees the same message. Besides, you need a Twitter account. Email IDs are 10 times more ubiquitous than Twiiter. It is a no-contest. No other digital platform comes close – email wins hands down!

Fifth, what about alternatives like WhatsApp and push notifications (PNs)? WhatsApp’s terms of service do not allow for free continuous engagement and PNs are blocked by many app users. Email is the only unwalled solution. In fact, in the coming cookieless world, email will become identity. Building a direct connect with consumers via email with engaging content will be the key to unlocking their value – and this is where microns can play a very powerful role.

Finally, in the coming cookieless world, think of microns as the new cookies. They use the email address as the identity, the inbox as the retargeting vehicle with the micron as the message (informational ad).

To summarise the microns advantage using the MyToday platform:

  • Fill a big gap in customer engagement
  • Email for branding – a new use case
  • DIY / self-serve – can start in minutes
  • Fill missing moments in the brand-customer relationship
  • Great for daily nudges
  • Convert moments to money
  • Universal (email = identity)
  • No other alternative is possible

This is the world we want to create with microns and the MyToday platform.

Published by

Rajesh Jain

An Entrepreneur based in Mumbai, India.