Emagining E3 Ecosystem: Every Email Engaged

Published April 22, 2024

1

1, 2, 3

Email 1.0 (E1) as the HTML email we get today in our inboxes. Email 2.0 (E2) is email upgraded with interactivity (with AMP) in the body of the email – it is a theme I have discussed a lot in the past couple years. [See the Email 2.0 section in my marketing essays.] Think of Email 3.0 (E3) as the content wrapper around E1 or E2 emails. While E2 can drive more actions after the email is opened, E3 can solve the problem of email opens – and also transform email’s pricing model, turning it from a cost centre to a revenue generator. In this series, I will (e)magine the world of E3 and how to bring it to life.

Email is a lifeline for B2C/D2C businesses because it helps build hotlines to customers. It is one of four mechanisms to bring existing customers back to the website/app; the others are SMS (or RCS, its upgrade), push notifications, and (in some countries) WhatsApp. Without the push channels, businesses are dependent on brand recall or expensive adtech to bring existing customers to their properties. While push notifications need an app, the other mechanisms just need an identity (email address or mobile number) and an opt-in. Among the four options, push notifications have no cost while WhatsApp is the most expensive. Email is the oldest push mechanism, and in countries like the US, delivers the highest RoI. For eCommerce businesses, it can account for 20-40% of revenue.

As I was listening to marketers speak at eTail, most spoke about email and SMS as the two most important channels. Most US mid-market brands have a website and its mobile variant rather than a custom app, which rules out push notifications. WhatsApp is popular with consumers, especially 18-35 year-olds, but has still not become a mass business communications channel as it is in countries like India. Email’s power in eCommerce remains undiluted in the omnichannel world.

My colleague, Pratik Bhadra, wrote recently on Forbes:

Today’s shoppers typically engage with a brand at least 20 times before making a purchase, with each interaction representing a potential point of lost interest. Brands face the critical challenge of making a lasting impression instantly to avoid losing potential sales.

This challenge is intensified among younger shoppers, a demographic crucial for long-term brand sustainability and growth. With waning brand loyalty, brands now need to reconsider how to use any intent available in-channel to give the shopper a delightful experience, ideally driving a conversion moment.

The answer previously was personalization: using first- and third-party data related to shoppers to provide them with a more engaging omnichannel experience. However, with privacy laws getting more strict and browsers like Chrome phasing out cookies in 2024, the need for personalized and efficient in-channel marketing strategies is more important than ever. Brands must either try to understand, learn and deliver an engaging personalized experience for their shoppers or risk losing them to someone else.

Traditionally, the conversions on digital channels were on a brand’s website or app, while owned channels like email, SMS and WhatsApp were considered more as push-marketing channels to drive traffic back to the website or app to get the final conversion moment. Unfortunately, that redirect added an additional touchpoint—another distraction away from any product discovery and conversion intent the shopper may have shown in-channel—potentially leading to more lost conversions.

One answer to this problem is in-channel conversions – what Pratik calls “shoppable channels.” He writes: “The great thing about email marketing is that it’s one of the cheapest way to drive traffic to your website, and the inherent engagement can drive more conversions if you can avoid distracting the customer with a redirect to the website. Google’s AMP for Email is one example of how to do that. No longer does email have to be just a one-way push channel. Consider incorporating your emails with tools that allow shoppers to search, browse, add to cart, add to wish lists and perform a wide variety of product discovery, consideration, conversion and other commerce actions, all within the email.”

Shoppable emails (E2) can help drive more actions once the email is opened. But how to solve the problem of getting more customers to open emails and do so on a regular basis? In fact, if we reframe the problem as solving the two 10% problems – 10% opens and 10% clicks (of the 10% who open), what is the solution we need? What would email look like if no email was ever ignored? What if every email can be opened and engaged with? This is where email needs yet another upgrade. Welcome to E3!

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2 to 3

Let’s begin by doing a deep dive into Email 2.0 (E2). Here is what I wrote in Email 2.0: Martech’s Answer to Adtech’s Search and Social: “Built on Google’s AMP technology, [Email 2.0] brings interactivity to emails and can enable in-channel engagement and conversion. But Email 2.0 is much more than just the elimination of a click to a landing page. Email 2.0 is about recapturing attention in the inbox, making email a habit, and potentially providing paths to additional revenues for brands. In this series, I will bring together some of my past essays and new thinking to show how Email 2.0 can be martech’s answer to adtech’s search and social because it can hold the attention of consumers and drive multi-monetisation. In doing so, Email 2.0 can solve the three profit-killers for brands: marketing waste, funnel frictions, and poor data. The outcome: a virtuous cycle of increasing CLV and decreasing CAC to help brands in their Profipoly Quest.” I discussed the five elements of E2: AMP, Atomic Rewards, Dynamic Engaging Footers, Action Ads, and Microns.

Here is summary of each of these five, written with assistance from ChatGPT:

AMP: AMP revolutionises Email 2.0 by introducing app-like functionalities directly within emails, leading to significant increases in user engagement and in-channel conversions. This technology allows users to perform actions within their inbox, eliminating the need for redirecting to external landing pages. In practice, this has resulted in a 5-15X increase in user actions in campaigns run by Netcore, showcasing the potential to transform email interaction and commerce.

Atomic Rewards: This feature introduces gamification into emails by offering micro-incentives (Mu) for specific actions taken by recipients, such as opening an email or providing data. These rewards can be aggregated across different brands to ensure meaningful value, thereby enhancing engagement. By including these incentives in email subjects, Atomic Rewards create a compelling reason for recipients to engage more with promotional emails, adding an element of fun and surprise.

Dynamic Engaging Footers: Recognising emails as advertisements rather than mere content, Dynamic Engaging Footers aim to make emails more appealing by including interactive elements such as games and puzzles at the bottom. This approach, inspired by the engagement strategies of newspapers, seeks to capture recipients’ attention and encourage interaction, thereby redefining the traditional, often overlooked, email footer.

Action Ads: This innovative ad format is designed to monetise emails by enabling actions such as form submissions or payments directly within the email. Action Ads are personalised, triggered by push messages for immediate visibility, and facilitate in-place interactions, paving the way for a new revenue stream for brands and the creation of an “email media network.”

Microns: Described as “micro-newsletters,” Microns emphasise the importance of consistency and relevance in email communication. By sending brief, informative content at the same time each day, brands can integrate into the daily routines of their audience. This strategy, complemented by features like Atomic Rewards and Dynamic Engaging Footers, aims to boost open rates and ensure that emails are not just seen but also read and acted upon.

As I discussed the E2 idea with marketers, I realised I was mixing up two different concepts: AMP in the body to drive more engagement once the email is opened, and a content wrapper which can make opening emails and scrolling through to the bottom a habit. So, I decided to categorise these two differently. E2 is the focus on the email body and using AMP to make it interactive, and E3 as the packaging which does not require brand intervention. In the scenario I described above, Atomic Rewards, Dynamic Engaging Footers, and Action Ads are part of the E3 wrapper, while Microns is the idea that emails can become a habit in the lives of customers if they are sent daily at the same time.

E3 thus requires a separate discussion from E2. E2 is about how to make the email body more engaging with forms, carousels, accordions, and shopping carts. E2 is about eliminating the clickthrough to a landing page. E3 is a bigger idea, solving the problem of attention recession and converting AdWaste to brand profits. E2 is for a single brand to adopt; E3 is about transforming the business model of email. E2 and E3 complement each other perfectly.

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Two Insights

There are two insights driving the thinking behind E3. First, what marketers are sending as content in emails is an ad for recipients, and second, the wrapper envisioned as E3 needs to work independent of the ad/content (the subject and body of the email).

In Solving the Email Open Problem, I wrote: “The mistake that email marketers have made is to think of what the promotional messages send out as “content”. In effect, these are ads. None of us goes out looking for ads. Ads are always wrapped in content. Be it a movie hall or on the Internet or in a newspaper, it is the content which engages, and ads are interspersed once our attention is captured. Because marketers have always thought of what they send out (offers, deals) as content, they have never had a wrapper of “real” content. We as customers have then voted with our clicks: we ignore 9 of 10 emails that reach our inbox. Occasionally, something about the “Subject” line captures our attention, and we click and view the content. But the default behaviour is to ignore, not engage… If a marketer believes that the email itself is content, then they will keep focusing on how to improve it to drive more engagement. However, if the frame of reference is changed to accepting that what is being sent is an ad, then a different solution emerges. The focus shifts to thinking about what the attractor can be to get recipients to consume the ad.”

Think of our email inboxes today. Setting aside the transactional and triggered emails from marketers, the marketing emails are actually ads. Why would we open an inbox full of ads? Would we open a newspaper or a website filled only with ads? Never. Even though the business model of media companies is from the ads, they need to create a compelling content package to drive ad consumption and therefore revenue. This realisation sparked the idea of enveloping brand marketing emails in a content wrapper, enhancing their appeal.

Then came the second breakthrough. I was describing the idea to a colleague and she responded, “What you are really saying is that the actually body of the email doesn’t matter. The wrapper should work for every email. It is independent of what the brand is sending.” The simplicity of the framing stayed with me. A newspaper does not worry about the content in the ads. Ad networks serve digital ads on properties targeted at an individual, rather than necessarily connected with the content.

It was this conversation that laid the foundation for separating the content the marketer sends (subject and body of the email) with the wrapper. E2 can make the marketing content interactive and frictionless, while E3 is focused on an independent track of ensuring attention and action in every email. It recognises that while brand content cannot always be controlled, the visibility and interaction with and around it can be.

E3 can work with content which is HTML (E1) or AMP (E2). It is the universal solution to ensuring every email is opened and engaged, thus taking email open rates from 10% to 100%. This is because the E3 packaging is made for the recipient, the person behind the email address. In doing so, E3 also creates a digital media network for monetisation of attention – just like Google and Meta have done. E3 providers can subsidise the cost of sending the email and in fact share ad revenue with brands (list owners), thus turning the traditional cost structure on its head and fostering a new era of monetised engagement, creating a new revenue stream for email senders (brands) and email service providers (ESPs).

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Arun…

Here is the experience of a typical individual, Arun, as he opens his new E3 inbox.

Arun focuses on emails with Mu (µ) in the Subject prefix. He knows these are emails which have more than just the brand marketing message – they have “goodies” for him. He sees the first such email is from A1 Books – delivered on time at 7:30 am. The body of the content has some interesting recommendations for him – he does a tap to add a book to his “magic cart”. He then scrolls down knowing that there is something unique waiting for him: AMPlets where he can play, learn, and have some fun. This email has a Wordle-like puzzle which he likes and solves. There is a quiz – he had wanted to brush up on his Spanish ahead of a vacation in Barcelona. The dynamic flash cards help his test his knowledge of commonly used word and phrases. He adds a few µ to his kitty. He then sees the Blackjack AMPlet he had expressed a desire for – he plays a quick couple rounds. Today wasn’t a great day for Arun – the dealer got lucky! He then scrolls down further and sees an “Action Ad”. The ad offers a test drive for a new electric car, and he decides to schedule an appointment right away. He still hasn’t clicked out of the email. He then checks his Mu statement and decides that he wants an independent subscription for the Blackjack AMPlet so he is not dependent on the randomness of its appearance in brand emails; he pays 100 µ to ensure he can get it daily in a separate email.

He next turns his attention to an email from The Fashion Factory. They too send a daily email at the same time. He opens the email to earn 5 µ and continue his streak of opens. They have a carousel of dressing tips that he scans through. Once again, he is eager to get to the rest of the email. A memory game awaits him, followed by three more questions on Spanish words. Mornings are fun!

Arun’s next engagement is with an email from Gourmet Groves, known for their exotic food ingredients. The subject line, adorned with the enticing µ symbol, promises an interactive cooking challenge. Intrigued, Arun opens the email at his usual time, eager to add to his µ collection. Today’s challenge involves a step-by-step recipe for a Thai dish he’s always wanted to try. As he progresses through each step, he earns µ, making the learning process both rewarding and fun. The email concludes with a spice identification game, enhancing his culinary knowledge and adding a playful twist to his morning routine. A word jumble and math puzzle in the footer make the email experience even more exciting.

**

Reflecting on his E3 inbox, Arun is genuinely impressed by how transformative the experience has been. What was once a routine task of sifting through emails has now become a highlight of his day, filled with anticipation and excitement. The seamless integration of learning, play, and brand interaction has not only enriched his daily routine but also reshaped his perception of email as a medium. He appreciates the clever use of µ to signify value beyond conventional marketing, fostering a sense of reward and engagement. The E3 model, with its dynamic AMPlets in the footer and interactive ads, has effectively blurred the lines between entertainment, education, and commerce, making Arun look forward to each new discovery that awaits in his inbox. This reinvention of the email ecosystem has not only captivated Arun’s attention but also elevated his expectations of digital communication, setting a new standard for how brands connect with their audience. The spam still makes its way into the inbox but for him the µ signal is the key; those are the emails he doesn’t ever want to ignore.

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…and Jeni

Jeni is the marketing manager at A1 Books. Here is her view of E3.

Jeni, the marketing manager at A1 Books, has always been on the lookout for innovative ways to connect with customers and enhance their engagement with the brand. With the advent of E3, she has discovered a groundbreaking platform that revolutionises the traditional email marketing approach, offering a unique and immersive experience for both the brand and its audience.

From Jeni’s perspective, E3 represents a significant leap forward in digital marketing. It transcends the conventional one-way communication model by transforming emails into interactive, engaging environments. This innovation aligns perfectly with A1 Books’ mission to not only sell books but also to foster a community of readers who are engaged, informed, and entertained.

One of the standout features of E3 for Jeni is the introduction of micro-incentives, or Mu (µ), which has redefined the way A1 Books incentivizes customer engagement. By rewarding actions like opening an email or interacting with content, E3 has turned every email into an opportunity for customers to earn something of value. This gamification aspect resonates well with the brand’s audience, encouraging more frequent and meaningful interactions with the content A1 Books shares.

Moreover, E3’s microns have allowed Jeni to creatively present book recommendations, reviews, and even excerpts in an interactive format. Customers like Arun can add books to their “magic cart” with a simple tap, making the purchase process seamless and keeping the entire experience within the email itself. This not only streamlines the customer journey but also significantly reduces the friction associated with traditional email marketing, where a customer is redirected to a website to complete an action. She is now working with payment providers to complete the entire shopping experience within the email itself.

The customisable nature of E3 emails has been a game-changer for Jeni. Being able to tailor the content wrapper around A1 Books’ marketing messages means that each email can deliver a unique experience. From puzzles and quizzes related to literature to interactive book covers that reveal synopses or author interviews when clicked, E3 has enabled Jeni to unleash her creativity and think outside the box.

From a monetisation perspective, E3 has opened new avenues for A1 Books. The platform’s ability to integrate action ads seamlessly within the email content has provided an additional revenue stream without disrupting the customer experience. This aspect of E3 aligns with Jeni’s goal of turning the email channel from a cost centre into a profit-generating platform.

In reflection, Jeni views E3 as a transformative tool that has not only enhanced A1 Books’ email marketing strategy but also deepened the brand’s relationship with its customers. She calls E3 the fourth pillar of the omnichannel experience – along with the stores, website, and app. (She is also exploring WhatsApp.) E3’s ability to blend content, commerce, and entertainment into a cohesive and engaging email experience has set a new standard in digital marketing. For Jeni and A1 Books, E3 has been a journey towards reimagining customer engagement, making every email an anticipated event rather than just another message in the inbox.

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Netcore Viewpoint

Here is a view from the future as seen by Netcore, the E3 platform provider.

For Netcore, the advent of Email 3.0 (E3) has been nothing short of a paradigm shift, positioning the company at the forefront of the email service provider (ESP) industry. This leap into the future of email communication has distinguished Netcore by carving out a “blue ocean” of opportunity within the highly competitive, “red ocean” market of digital marketing solutions.

The cornerstone of this transformation has been Netcore’s groundbreaking “Zero CPM” campaign, a strategic move that has fundamentally altered the traditional email marketing business model. By removing cost-per-thousand impressions (CPM) as a barrier, Netcore has democratised access to high-quality, engaging email marketing, making it an attractive proposition for brands of all sizes. This bold strategy has effectively shifted the competitive landscape, with price no longer being the primary differentiator among ESPs. Instead, the focus has turned to the value and engagement that platforms can deliver, areas where Netcore’s E3 excels.

The impact of E3 on email marketing metrics has been profound. Emails sent through Netcore’s platform are achieving close to 100% open rates, a feat previously unheard of in the industry. This is a testament to the compelling and interactive nature of E3 emails, which resonate with recipients by offering a rich, app-like experience directly within their inboxes. The high engagement rates are not just a win for brands but also serve as a significant competitive advantage for Netcore, as they underscore the effectiveness and appeal of the E3 platform.

As the pioneer of E3, Netcore has become the ESP of choice for an increasing number of brands. Companies are drawn to the promise of transforming their email communications from mere messages into engaging, interactive experiences that captivate their audiences. This shift towards Netcore is driven by the desire to leverage the full potential of email as a channel, not just for communication but also for entertainment, education, and e-commerce.

The “email media network” aspect of E3, particularly the integration of Action Ads, has been a game-changer for both Netcore and its clients. The platform’s ability to host dynamic and innovative ad formats within emails has opened up new monetisation opportunities for brands. These ads are seamlessly integrated into the email content, offering a non-intrusive yet effective way to capture audience attention and drive action. As more brands and advertisers recognize the potential of these in-email ad formats, the network is poised for significant growth, further enhancing the value proposition of Netcore’s E3 platform.

Netcore’s introduction of the Mu platform, centred around micro-incentives (Mu), has emerged as a pivotal element in establishing the company’s competitive edge within the email marketing landscape. By embedding a gamification layer into the email experience, Netcore has ingeniously incentivised user engagement in a manner that transcends traditional marketing tactics. This innovation not only enhances the value proposition for users by rewarding their interactions but also forges a deeper, more habitual connection between brands and their audiences. As users grow accustomed to receiving tangible rewards for their engagement, the Mu platform effectively creates a self-reinforcing cycle of interaction and loyalty, making it increasingly challenging for competitors to offer a compelling alternative. This unique blend of engagement and reward has positioned the Mu platform as both a moat protecting Netcore’s market position and a monopoly driver, as it sets a new standard for user experience that competitors find difficult to replicate, thus cementing Netcore’s leadership in the email marketing domain. Netcore is on its own to becoming a “profipoly.”

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Summary and Critique

I asked ChatGPT, Claude and Gemini to summarise and critique the E3 ideas.

ChatGPT

The essay presents a forward-thinking vision for the evolution of email marketing, introducing the concept of Email 3.0 (E3). It builds upon the existing Email 1.0 (E1), which is traditional HTML email, and Email 2.0 (E2), which incorporates interactivity via AMP technology. E3 is conceptualized as a content wrapper that not only enhances the interactivity introduced by E2 but also addresses the challenge of email open rates, transforming email from a cost center into a revenue generator.

Summary: The essay discusses the importance of email as a direct marketing channel and its high return on investment, especially in B2C/D2C businesses. It critiques the current state of email marketing, emphasizing the need for a more engaging, interactive, and rewarding experience for recipients to address the declining open rates and engagement. E3 aims to solve this by making emails more engaging through gamification (Atomic Rewards), dynamic content (Dynamic Engaging Footers and Action Ads), and consistency (Microns). It introduces a user-centric perspective with a fictional character, Arun, who enjoys the gamified and interactive elements in his emails, enhancing his daily routine and engagement with brands. The essay also provides a viewpoint from Jeni, a marketing manager at A1 Books, who sees E3 as a transformative tool for customer engagement and revenue generation. Finally, it offers insight into Netcore’s strategic positioning through the E3 platform, highlighting its potential to revolutionize email marketing by enhancing user engagement and creating new revenue streams.

Critique:

1. Innovation and Vision: The essay successfully presents a compelling vision for the future of email marketing, emphasizing interactivity, personalization, and gamification. The introduction of E3 as a solution to the challenges faced by traditional email marketing is both innovative and forward-thinking.
2. Technological Feasibility: While the essay is visionary, it assumes a high level of technological adoption and sophistication among all stakeholders, including brands, ESPs, and end-users. It might underestimate the challenges and resistance to change inherent in adopting such a radically different approach to email marketing.
3. Monetization and Business Model: The essay outlines how E3 could transform email marketing into a revenue-generating channel, but it lacks a detailed exploration of the potential challenges and implications of this shift. For instance, there could be concerns about data privacy, user experience, and the balance between commercial content and user engagement that need to be addressed.
4. Market Readiness: The essay presumes a market readiness for such an advanced approach to email marketing. However, the actual adoption might be slower due to various factors such as technological constraints, regulatory challenges, and the need for significant shifts in marketing strategies and consumer behavior.

In conclusion, the essay provides an optimistic and innovative outlook on the future of email marketing. While it offers exciting possibilities for enhancing engagement and monetization, the practical implementation of E3 would require careful consideration of technological, regulatory, and market dynamics to realize its full potential.

Claude

Summary

The essay discusses the concept of “Email 3.0” (E3), which is envisioned as a major evolution in email marketing that aims to transform emails from simple messages into engaging, interactive experiences. The key ideas behind E3 are:

1. Recognizing that promotional emails are essentially ads, not content. Like other media, they need an engaging content wrapper to drive consumption.
2. Separating the content wrapper (E3) from the email body content itself, so the wrapper can work independently across all emails to drive opens and engagement.
3. Using micro-incentives (“Mu”) and interactive elements like games, quizzes, and action ads within the E3 wrapper to gamify the email experience and reward engagement.
4. Creating an “email media network” where brands can monetize this engaged audience through interactive ad formats within emails.
5. Allowing email service providers (ESPs) to move away from a CPM-based model to monetizing the engaged traffic through ad revenue sharing with brands.

The essay describes the E3 experience from the perspectives of a consumer (Arun) who looks forward to the interactive emails, and a brand marketer (Jeni) who can drive deeper engagement. It envisions Netcore, an ESP, pioneering E3 and gaining a competitive edge through high open rates and the “email media network.”

Critique

While the E3 concept is intriguing and forward-looking, there are some potential challenges:

1. User adoption: Getting users to fundamentally change their email habits and see promotional emails as something to look forward to, rather than ignore, could be an uphill battle despite incentives.
2. Brand participation: Brands may be reluctant to cede control over their email content/presentation to a third-party wrapper run by ESPs.
3. Regulatory concerns: Embedding ads, e-commerce and data tracking within emails could face privacy/regulatory pushback.
4. Monetization balance: ESPs will need to carefully balance incentives vs. ad load to retain an engaging user experience.
5. Competition: Larger email/advertising players like Google could attempt to compete or undercut this model if it gains traction.

Overall, E3 presents an ambitious but potentially disruptive reimagining of email marketing. However, its success would hinge on achieving critical mass of consumer adoption and overcoming inertia in well-established industry practices. A gradual, iterative approach may be more feasible than pushing for the full-fledged E3 vision immediately.

Gemini

Summary

The essay discusses a new email format called Email 3.0 (E3) designed to increase user engagement and open rates. The author proposes a separation between the content of the email (E1 or E2) and a wrapper (E3) that incentivizes users to open the email and interact with it.

Here are the key points:

• Traditional email marketing suffers from low open rates.
• E2 emails use AMP technology to allow for interactive content within the email itself.
• E3 is a wrapper around the email content that uses micro-incentives (Mu) and interactive elements to encourage users to open and engage with emails.
• The E3 model can potentially turn email into a revenue stream through in-email advertising.

Critique

The essay is interesting and well-written, but it lacks some objectivity as it focuses on the perspective of the E3 platform provider, Netcore. Here are some additional points to consider:

• The essay does not mention any potential drawbacks of E3, such as the complexity of implementation or the potential for user annoyance with excessive gamification.
• It is not clear how E3 would handle spam or irrelevant emails.
• The essay mentions Netcore creating a “moat” and becoming a “monopoly driver” which suggests potential anti-competitive practices.

Overall, the essay provides a good introduction to the concept of E3 email, but it would be stronger with a more balanced discussion of its potential benefits and drawbacks.

8

Improvements

I asked ChatGPT, Claude, and Gemini for improvements that can made to the E3 idea.

ChatGPT

For Consumers:

1. Enhanced Privacy Controls:

1. • Improvement: Introduce more robust privacy controls and transparency features for consumers within the E3 ecosystem. Allow users to have granular control over what data is shared and how it is used, ensuring their participation in gamified elements and personalized experiences is based on informed consent.
   • Benefit: This would increase trust and comfort levels among users, making them more willing to engage with E3 content, knowing their personal information is safeguarded.

2. Customization Options:

1. • Improvement: Offer users the ability to customize the types of interactions and content they receive in their E3 inboxes. This could include setting preferences for game types, content themes, and the frequency of interactive ads.
   • Benefit: Personalizing the user experience would lead to higher engagement rates as consumers receive content that aligns with their interests and preferences, enhancing their overall satisfaction.

3. Offline Capabilities:

1. • Improvement: Develop features that allow certain E3 content to be accessible offline, enabling users to engage with interactive elements, read content, or play games without an internet connection.
   • Benefit: This would make E3 more accessible and convenient, particularly for users in areas with poor internet connectivity or those who wish to engage with content during travel or downtime.

For Marketers:

1. Advanced Analytics and Insights:

1. • Improvement: Provide marketers with advanced analytics tools and insights within the E3 platform, offering deep dives into consumer behavior, engagement patterns, and conversion metrics.
   • Benefit: With better data, marketers can optimize their campaigns more effectively, tailoring content to user preferences and improving ROI on their email marketing efforts.

2. Cross-Channel Integration:

1. • Improvement: Enhance E3 to seamlessly integrate with other marketing channels and platforms, allowing for unified campaigns that span social media, websites, and more.
   • Benefit: This would enable a more cohesive marketing strategy, ensuring consistent messaging and branding across all consumer touchpoints, leading to a more unified brand experience.

3. Creative Assistance Tools:

1. • Improvement: Incorporate AI-driven design and content creation tools to assist marketers in crafting engaging E3 content, including interactive elements, games, and personalized messaging.
   • Benefit: This would lower the barrier to entry for creating high-quality, engaging content, making it easier for marketers to leverage the full potential of the E3 platform without needing extensive technical skills.

For Netcore (Platform Provider):

1. Open Ecosystem for Developers:

1. • Improvement: Create an open ecosystem that allows third-party developers to build and contribute new features, games, interactive elements, and ad formats to the E3 platform.
   • Benefit: This would rapidly expand the diversity and innovation within the platform, keeping the content fresh and engaging for users while providing Netcore with a continuous stream of new features to offer.

2. Sustainability Initiatives:

1. • Improvement: Implement sustainability initiatives within the E3 platform, such as optimizing energy usage for data centers and encouraging eco-friendly practices among users and marketers.
   • Benefit: This would position Netcore as a leader in environmental responsibility within the tech industry, appealing to increasingly eco-conscious consumers and businesses.

3. Global Compliance and Localization:

1. • Improvement: Invest in global compliance and localization efforts to ensure the E3 platform adheres to international data protection regulations and is culturally relevant across different regions.
   • Benefit: This would facilitate Netcore’s expansion into new markets, ensuring the platform is accessible and compliant worldwide, thus broadening its user base and market reach.

Claude

For Consumers:

1. Increased personalization and relevance – While interactive elements are engaging, the content itself should be highly personalized to each user’s interests and needs to provide true value.
2. Privacy controls – Allow consumers to easily control what personal data is shared and used for personalization, with clear transparency.
3. Ability to monetize engagement – Explore ways for consumers to directly monetize their engagement beyond just earning rewards points, such as sharing ad revenue.

For Marketers:

1. Integration with existing martech stacks – Ensure E3 can integrate seamlessly with brands’ existing marketing technology platforms and data sources.
2. Advanced analytics – Provide detailed analytics on engagement metrics, audience segments, and campaign performance to optimize strategies.
3. Creative control options – Allow brands more flexibility to customize the look, feel and placement of certain E3 elements to better align with their branding.

For Netcore (Platform Provider):

1. Develop an E3 engagement scoring system – Create a proprietary scoring model that quantifies overall user engagement beyond just open rates to demonstrate platform value.
2. Leverage AI/ML for dynamic content optimization – Use machine learning to continuously optimize the E3 content mix and delivery for each user.
3. Expand strategic partnerships – Establish partnerships with major brands, publishers, and adtech players to scale the “email media network” quickly.
4. Design exceptional user experiences – Invest heavily in UX design to ensure the E3 experiences are truly delightful for end-users across devices.
5. Robust security and compliance measures – Implement cutting-edge security protocols and tools for consumer data privacy and regulatory compliance as the platform scales.

The key goals should be driving long-term engagement, seamless integration for marketers, and defensible differentiation for Netcore’s platform. A focus on personalization, analytics, creative flexibility and partnerships can enhance E3’s value proposition.

Gemini

For Consumers:

1. Curated Content and Opt-in Options: E3 sounds engaging, but it could become overwhelming. Consumers would benefit from the ability to curate the types of AMPlets and interactive elements they see. This could involve setting preferences or opting-in to specific categories (e.g., puzzles, educational content, in-email shopping).
2. Transparency and Control over Mu: While micro-incentives (Mu) can be motivating, consumers might appreciate more transparency about how Mu is earned and spent. They should be able to easily track their Mu and choose where to redeem it (e.g., discounts, charitable donations).
3. Focus on Value, not Just Entertainment: The essay emphasizes entertainment value, but consumers might also be interested in E3 for practical reasons. Consider incorporating features like bill pay reminders, loyalty program tracking, or easy access to customer service within E3 emails.

For Marketers:

1. Data and Analytics: Marketers need robust data and analytics to understand what types of E3 elements resonate with their audience. The platform should provide insights into Mu effectiveness, user engagement with specific AMPlets, and overall campaign performance within the E3 framework.
2. Segmentation and Targeting Capabilities: E3’s effectiveness hinges on relevant content. Marketers need tools to segment their audience and target specific E3 elements based on demographics, interests, and past behavior. This ensures consumers receive a personalized and valuable E3 experience.
3. Cost-Effectiveness and ROI Measurement: While the essay mentions “Zero CPM” campaigns, there might be other associated costs with E3 implementation. Marketers need clear metrics to measure the return on investment (ROI) from E3 campaigns compared to traditional email marketing.

For Netcore (Platform Provider):

1. Open E3 Ecosystem: Netcore could position E3 as an open ecosystem where other developers can create and contribute AMPlets. This would diversify the content available and encourage innovation within the platform.
2. Focus on Security and Privacy: Building trust with consumers is crucial. Netcore should prioritize robust security measures within E3 to protect user data and privacy. Transparency about data collection and usage practices is also essential.
3. Standardization and Interoperability: For E3 to reach its full potential, it needs to work seamlessly across different email platforms and devices. Netcore should collaborate with other email service providers (ESPs) to ensure E3 emails display and function consistently everywhere.