An Example
Eat your own dog food, as they say! Here is the use case. Let’s say you came across this blog series and did a quick read. Somewhere, I nudge you to subscribe to a 4-micron series summarising the key ideas. Here is what you would get:
Day 1: What are Microns
Microns as 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
Day 2: The 6 types of Micron Moments
- Pre-purchase persuasion
- Post-purchase engagement
- Connecting with unknown customers
- Interacting with anonymous visitors
- Communicating with the long tail of customers
- Targeting the inactive email database
Day 3: Micron Moments in daily life
- Reading a news story and wanting more
- Dental care tips
- A book / movie to dig deeper into
- Using an app / product better
- Following a person I like
- Cholesterol care
- A challenging puzzle to solve
- More on the next Friday movie
- What to buy next
- A past memory – a photo, a file, a flight
Day 4: Micron advantages
- Fill a big gap in customer engagement
- Email for branding – a new use case
- DIY / self-serve – can start in minutes
- Near zero cost – so no long approval process
- Infinite scale possible – with near-zero budget
- Fill missing moments in the brand-customer relationship
- Great for daily nudges
- Convert moments to money
- Universal (email = identity)
- No other alternative is possible
Short, simple, sequenced, informational. That is the wonderful world of microns.
