How – 1
Let’s look at how Email 2.0 and its innovation can help marketers address the five frictions.
Inbox Commerce to solve Attention Recession
- Email Shops: Email 2.0 is set to change how brands interact with their customers by bringing the shopping experience directly into the inbox. Email Shops take advantage of the interactive capabilities of Email 2.0 to allow users to search, browse, select, and purchase items without ever leaving their email. This reduces the friction associated with redirecting customers to external websites and apps, and increases the chances of conversion.
- Engaging Footers: Email 2.0 enriches the traditionally static email footer by transforming it into a dynamic space for customer engagement. The engaging footer can include elements like interactive surveys, tailored offers, and opportunities for customers to earn or redeem This enhances the overall email experience and encourages customers to spend more time interacting with the email.
Green Journeys with Next Best Action to solve Red Journeys
- Progressive Profiling: By incentivising collection of zero-party data in the email itself (as part of the Engaging Footer), Email 2.0 allows for progressive profiling. What better way to know a customer than to ask directly? An ‘atomic reward” can facilitate this exchange by creating a “double thank you” moment. This gradual accumulation of customer data can lead to a better “digital twin” enriching the Large Customer Model in the “mirror world”, leading to more accurate predictions of the next best action, further streamlining the customer journey and creating a “greener,” more efficient marketing strategy.
- Right Recommendations: With a better customer model, the marketing automation platform can offer the most relevant next best products, which will also motivate customers to open their emails more. In making the recommendations, it is important to consider not just the actions but also the inactions (the items the customer chooses to ignore). These recommendations in the email become the core for powering Inbox Commerce in emails.
Reactivation Progency to solve Dormancy and Churn
- Atomic Rewards: Atomic Rewards within Email 2.0 incentivise customers to engage with emails, which can be an effective method for reactivating dormant users. Customers could earn rewards for actions such as opening emails, clicking links, or making purchases, thereby increasing their engagement and likelihood of reactivation.
- Interactive Content: With Email 2.0, brands can reengage inactive customers by delivering interactive content right to their inboxes. Features like AMP can be used to create interactive surveys, games, quizzes, or tutorials to pique the customer’s interest and encourage re-engagement. Utility content in the form of Microns can also persuade customers to open emails regularly.
