How – 2
Near-Zero Acquisition Cost to solve Adtech AdWaste
- Actionable Ads for Acquisition: Email 2.0 allows for a cooperative marketing ecosystem where non-competing brands can share ad space in their email footers. This gives brands access to new audiences at a lower cost and can significantly reduce Customer Acquisition Costs (CAC). Unlike traditional ads, these ads transcend the need for clickthrough, allowing in-situ lead generation or shopping. The efficacy of these ads is heightened given they’re targeted towards identified users, whose email IDs and corresponding profiles are known, resulting in highly relevant, personalised marketing.
- Referrals incentivised by Atomic Rewards: Email 2.0 can also harness the power of referrals to reduce CAC. Brands can leverage Atomic Rewards to incentivise existing customers (especially the most valuable) to refer their friends and family, effectively turning satisfied customers into brand ambassadors.
Anon-to-Known to solve Identity Gap
- Atomic Rewards to power Email ID collection and gamification: To close the identity gap and encourage anonymous shoppers to provide their personal information, brands can leverage Atomic Rewards as a universal brand currency. Unlike the typical, transactional reward systems that merely offer discounts on purchases, Atomic Rewards give customers “Mu” points that can be accumulated and utilised for a variety of engaging activities – thus encouraging customers to share their email ID.
- Microns to provide valuable content: Email 2.0 brings a profound shift in the content strategy by introducing “Microns,” also known as micro-newsletters or Ems. Rather than inundating customers with promotional content, microns provide concise, valuable information that enriches customers’ lives. These bite-sized nuggets of knowledge can transform fleeting moments of interest into sustained relationships, there encouraging customers to share their personal information and transiting them from anonymous to known.
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At the heart of Email 2.0 lies a shift towards an adtech-style, performance-based pricing model that aligns marketers’ spending with desired outcomes rather than mere activities. This is a significant departure from the traditional model of cost-per-email sent, which had no direct relation to the success of a campaign.
Performance-based pricing in Email 2.0 echoes the outcome-oriented focus of the adtech world, drawing on models such as cost-per-click (CPC) or cost-per-action (CPA). Rather than charging based on the volume of emails sent, brands can pay based on the revenue generated by the emails.
This new pricing model is a powerful tool in the Email 2.0 arsenal. It encourages marketers and martech vendors to develop more engaging, personalised, and effective email content, as the financial incentive is directly tied to success. It also offers a better return on investment, as costs are intrinsically linked to results.
By intertwining investment and outcomes, the transformative pricing strategy of Email 2.0 reimagines the landscape of email marketing, fostering a more accountable, results-driven ecosystem. For Martech 2.0 vendors, it obliterates the conventional boundaries of marketing budgets, mirroring the endless scalability observed in adtech platforms. Their value proposition elegantly metamorphoses to: ” We grow as you grow.” This model breeds a symbiotic relationship – where success is mutual, and vendors become genuine partners in a brand’s journey towards customer engagement and conversion.
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In this series—the grand finale of the funnel frictions trilogy—we’ve discussed how Email 2.0 stands as the genesis to remedying the myriad challenges marketers confront in their quest of amplified profits, a pursuit that must be rooted in nurturing existing customers and catalysing revenue growth by creating frictionless experiences. The golden adage holds true in the context of email: Old is Gold!
