Email, CPaaS, and Martech: New Profit Pools

Published June 26, 2024

1

Email Future

Most email, CPaaS, and martech companies are facing growth, revenue, and profit challenges. So what can they do? I have described many ideas in previous essays. It is time to bring these together and add some more.

Let’s begin with some of the themes I have discussed in the past about how things are going to change in the future.

The 7 Levers for Email’s Exponential Expansion [More]

  1. More Users: Attracting a broader consumer base to use email regularly through engaging features and use cases.
  2. More Brands: Onboarding a larger number of businesses, especially smaller businesses and FMCG companies, to leverage email marketing.
  3. More Usage: Increasing the frequency and touchpoints where brands communicate with customers through email.
  4. More Opens: Driving higher email open rates through innovations like Atomic Rewards and AMPlets.
  5. More Data: Collecting more zero-party data from customers to enable personalised and relevant email experiences.
  6. More Actions: Boosting in-email conversions and actions by leveraging AMP technology and “inbox commerce” capabilities.
  7. More Revenue: Transforming email from a cost centre to a revenue generator through innovative ad formats and monetisation strategies.

Ads in Emails: Some New Ideas [More]

The key to unlocking this future is to ensure that “Action Ads” generate response for the advertiser, relevance for the publisher (email list owner), rewards for the consumer, and revenues for the ESP… PII, Push, in-Place, and Payments are the 4 Ps which are at the heart of the E3 Ads… With E3 Ads, the business model of email can also be transformed – from “some CPM” to “Zero CPM”. E3 has the potential of being the single channel to address all use cases: acquisition, engagement/retention, and reacquisition.

WINdia: Multiplying India’s Email Market Opportunity [More]

To transform India’s email marketing landscape and drive 10X growth in the opportunity, three key “unlocks” are essential as part of Mission WINdia:

  • A B2C “Killer App”: Developing a highly engaging, personalised, and utility-driven email-based application that becomes a daily habit for Indian consumers, much like the ubiquity of WhatsApp. This could take the form of a comprehensive knowledge and learning platform, a gamified daily content experience, or an intuitive personal assistant that seamlessly integrates with users’ lives.
  • The “E3 Wrapper”: Implementing the innovative “E3” email packaging that incorporates features like Atomic Rewards, AMPlets, and AI-powered personalisation. This would create a must-open, high-engagement email experience that drives increased open rates, data collection, and in-email actions for brands.
  • Monetisation and Incentive Alignment: Establishing a robust monetisation model that taps into the substantial “AdWaste” in India’s marketing budgets. By creating a new email-based media network that subsidises email delivery costs and shares revenue with brands, this unlock can align the economic incentives across the email ecosystem, making email marketing a rewarding and sustainable channel.

2

CPaaS Future

I worked with ChatGPT to write this section.

In the rapidly evolving landscape of Communication Platform as a Service (CPaaS), the shift from simple messaging to interactive, two-way communication channels has opened up a plethora of opportunities for brand-customer engagement and monetisation. Key channels like SMS, WhatsApp, and Rich Communication Services (RCS) are at the forefront of this transformation, driving inbox commerce and in-channel conversion by eliminating the need for clickthroughs. This evolution is akin to AMP in email, which has significantly enhanced user interactivity and engagement. Here’s how each channel is changing the game.

SMS: The Reliable Workhorse Gets Smarter

SMS, the cornerstone of mobile communication, has long been a reliable channel for businesses to reach customers. However, its potential was limited by its basic text format. Today, SMS is evolving to become more interactive and engaging through the integration of rich media and actionable responses.

In India, we are still stuck with 1-way SMS. In countries like the US, 2-way SMS has become the norm. As Attentive writes: “Two-way text messaging lets SMS subscribers have back-and-forth text conversations with your brand (and not the kind you might associate with a chatbot). This type of text message marketing breaks from the “no reply” world of more traditional marketing channels, so you can speak with your subscribers, not just at them. This type of text message can also help you better understand and connect with your customers on a 1:1 level. It removes friction from shopping and creates the curated experience customers are craving.”

Here is more on what SMS can do:

  1. Rich Media Integration: Modern SMS can now include links to multimedia content, such as videos, images, and GIFs, enhancing the visual appeal and engagement level of messages. This capability transforms a simple text message into a compelling narrative that can capture customer attention more effectively.
  2. Interactive Responses: Businesses can leverage SMS to conduct surveys, polls, and customer feedback in real-time. By enabling customers to respond directly to messages, brands can foster a two-way dialogue that feels personal and immediate.
  3. Direct Commerce: With the introduction of SMS shortcodes and payment links, customers can now complete transactions directly within the messaging app. This seamless experience reduces friction in the purchase process, driving higher conversion rates and increasing revenue streams for CPaaS providers.

WhatsApp: Personal, Encrypted, and Business-Friendly

WhatsApp, with its vast user base and end-to-end encryption, has emerged as a powerful tool for businesses to engage with customers on a personal level. Its transformation from a simple messaging app to a robust business communication platform is driving significant opportunities for commerce and engagement. [Netcore has more.]

  1. Business API: WhatsApp’s Business API allows companies to automate responses, send notifications, and offer customer support. This automation not only enhances efficiency but also ensures that customers receive timely and relevant information, improving their overall experience.
  2. Interactive Elements: WhatsApp supports interactive elements like buttons and quick replies, making it easier for customers to navigate options and make decisions. For instance, a customer can browse a product catalog, add items to a cart, and make a purchase—all within the chat interface. [See WhatsApp Flows.]
  3. WhatsApp Pay: The integration of payment solutions within WhatsApp has opened up new avenues for in-chat commerce. Customers can securely transfer money and make purchases without leaving the app, streamlining the payment process and boosting conversion rates.

RCS: The Future of Messaging

Rich Communication Services (RCS) is poised to revolutionize mobile messaging by offering a richer, more interactive experience compared to traditional SMS. As RCS adoption grows, it presents a significant opportunity for CPaaS companies to enhance engagement and drive commerce. [Netcore has more.]

  1. Rich Media and Interactive Features: RCS supports high-resolution images, videos, carousels, and suggested actions, allowing brands to create visually appealing and interactive messages. These features make it easier for customers to explore products and services directly within the message.
  2. Verified Sender and Branding: RCS messages can include branding elements and verification badges, which build trust and credibility. This ensures that customers feel secure interacting with businesses, leading to higher engagement and conversion rates.
  3. Seamless Transactions: Similar to WhatsApp, RCS supports in-message payments, enabling customers to complete transactions without switching to another app. This seamless integration of browsing and purchasing within the messaging experience significantly enhances the likelihood of conversion.

Chatbots: Enhancing Impact Across Channels

To maximize the impact of these evolving CPaaS channels, businesses are increasingly integrating chatbots. These chatbots can operate across SMS, WhatsApp, and RCS, providing consistent and responsive customer interactions. Modern chatbots are not just rules-based; they are increasingly powered by Generative AI (Gen AI). This enables them to handle more complex queries, provide personalized recommendations, and maintain natural, human-like conversations. By leveraging Gen AI, chatbots can anticipate customer needs and deliver tailored solutions in real-time, further enhancing engagement and driving conversions.

**

The evolution of SMS, WhatsApp, and RCS into interactive, two-way communication channels is transforming the CPaaS landscape. By enabling richer, more engaging experiences and facilitating seamless transactions, these channels are creating new profit pools for CPaaS companies. Brands can now leverage these advancements to build stronger customer relationships, drive higher engagement, and increase revenue. The integration of advanced chatbots across these channels further amplifies their impact, making interactions more dynamic and effective. As these technologies continue to develop, the potential for innovation and growth within the CPaaS ecosystem remains vast.

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Martech Future – 1

The 7½ Futures of Martech Companies [More]

Here are the future possibilities that I see for B2C-focused martech companies:

  1. Specialised Point Solutions
  2. Full Stack (including CPaaS and Channels)
  3. Progency
  4. Email 2.0 (creating and controlling a channel)
  5. MarCo (martech consolidator)
  6. Digital Twins
  7. Mirror Worlds
  8. B2C Attention Platforms (the ½ idea)

… The 7½ futures envisioned promise a profoundly different reality. By recasting martech as the linchpin for maximising customer lifetime value and minimising bloated acquisition expenses, they pave the path to explosive profitable growth. Alignment with value generation makes martech indispensable, not a ‘nice to have’ discretionary line item. Building deeper, mutually beneficial relationships grounded in trust and transparency similarly counters the infringement of privacy and loss of control associated with adtech dependence.

New SaaS: Services, AI Agents, Sharing [More]

Three ideas together become the new foundation for “New SaaS” (beyond just the cloud-based software):

  • Services: which bring in people into the product proposition to ensure continuous monitoring and improvement. This component integrates human expertise and intervention into the digital offering, enhancing the adaptability and personalisation of the software. It ensures that the product not only meets the current demands of users but also evolves proactively through continuous feedback and improvement loops. This human-in-the-loop approach guarantees that the software remains at the forefront of user needs and industry trends.
  • AI Agents: which help automate conversations, tasks, and ‘next best action’ predictions. These autonomous, intelligent systems empower the platform by automating interactions, streamlining tasks, and providing predictive insights for the customer journey. By harnessing the capabilities of AI agents, the software transcends traditional functionalities to offer more intuitive, efficient, and personalised user experiences. This not only elevates the utility of the software but also optimises user engagement and satisfaction.
  • Sharing: a “progency” business model, combining product and agency, to price based on performance and outcomes. It redefines the economic relationship between service providers and their customers. By adopting a performance-based pricing strategy, the focus shifts towards shared success and outcomes. This ensures a more aligned partnership where the contributions of the software directly impact the client’s bottom line, fostering a collaborative environment geared towards mutual growth and achievement.

Co-Marketer: Martech meets AI [More]

Think of the co-marketer not as a tool, but as a person. Co-Marketers like Raman will take on goals rather than do simple request-reply chats. This is the next generation of AI where an AI agent can spawn and supervise other agents, much like a manager can. From segmentation to content to channel orchestration, AI agents can do the work of a marketing department to assist the CMO. What the CMO needs to do is to give the broad direction. For example, the CMO could say, “For my Best Customers, I need to ensure 20% revenue growth and an increase in frequency of purchase.” The Co-Marketer then should be able to identify the right products and the persuasion messages specific to each individual (N=1) to work towards achieving the outcome. For this, the co-marketer will need to coordinate with a Digital Twin for every customer.

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Martech Future – 2

How Agentic AI will Transform Digital Marketing [More]

The rise of Agentic AI heralds a transformative era for marketing departments and Chief Marketing Officers (CMOs), ushering in the era of “Co-Marketers” – AI-powered co-workers that revolutionise the way marketing strategies are conceived, executed, and optimised.

At the core of this revolution lies the ability of Agentic AI systems to process and analyse vast troves of data, including customer information, market trends, campaign performance metrics, and real-world events. By leveraging advanced ML algorithms and large language models (LLMs), Co-Marketers can extract meaningful insights from this data, enabling them to make data-driven recommendations and optimisations that drive marketing strategies – and do so autonomously and adaptively.

…”Digital Twins” [are] AI-driven virtual representations of individual customers that possess a profound understanding of their behaviours, preferences, and interactions.

They are not mere static customer profiles; they are dynamic, continuously evolving models that mirror the real-world customer’s journey with a brand. Powered by ML algorithms, large customer models (LCMs), and vast troves of customer data, Digital Twins become living embodiments of the customer experience.

…Digital Twins play a crucial role in the “mirror world” – a simulated environment where they can interact with the brand’s Co-Marketer, an AI-powered marketing assistant. Within this virtual playground, an infinite number of scenarios and hypotheses can be tested, enabling the Co-Marketer to identify the optimal strategies and personalised experiences for each individual customer.

…Agentic AI, manifesting as Co-Marketers and Digital Twins, promises to unlock $250 billion in AdWaste, marking a pivotal shift toward profitability for consumer-facing brands currently battling high customer acquisition costs. This technological leap will simplify martech to the ease of adtech, propelling marketing departments into a new era of efficiency and strategic depth. For martech providers trapped in a fiercely competitive market, Agentic AI offers a pathway to untapped profit pools through innovative “4S” business models.

Generative Journeys: Digital Marketing’s New Core [More]

Generative journeys represent a leap forward in martech, harnessing the power of AI to create dynamic, personalised paths for each customer. Rather than following predefined rules, generative journeys use AI to analyse customer behaviour in real-time and generate the next best action or message to guide them toward the desired outcome. Such a system uses AI-driven insights to accelerate the “transaction moments” in a customer lifecycle, from awareness to purchase and beyond, effectively enhancing the customer’s engagement and the overall effectiveness of marketing strategies.

…Generative journeys not only revolutionise how we interact with each customer but also dramatically enhance the precision and effectiveness of digital marketing strategies. By continuously refining and personalising each step of the journey based on real-time feedback and predictive analytics, generative journeys pave the way for unparalleled customer engagement, conversion, retention, and satisfaction.

…Generative journeys represent the fourth generation of martech platforms. The first generation focused on point solutions, while the second generation saw the consolidation of these solutions into unified platforms to provide a single view of every customer. The third generation introduced AI-ML and Generative AI for enhanced personalisation and efficiency.

Now, the fourth generation is poised to leverage Agentic AI – the combination of Co-Marketer, digital twins, LCMs, and a “mirror world” where simulations can be run at scale. This will enable a “department of one” to engage with a “segment of one” (N=1), delivering truly personalised experiences without the need for an army of marketers.

CEO Memo: How Agentic AI can Power the Profipoly Quest [More]

Customer relationships [will change] in a world where Agentic AI can enable large customer models, mirror worlds, digital twins for every customers, a Co-Marketer, and generative journeys.

…Agentic AI will help…accomplish the intermediate objectives of better discovery, engagement, and loyalty en route to maximising customer lifetime value.

  • N=1 Hyper-personalisation, which ensures that the recommendations and pathways are unique for every customer
  • Agent-to-Agent interaction, which creates efficiency in the engagement process, by focusing on the best options and filtering out the irrelevant
  • Value-maximising journeys, which are composable, omnichannel, generative, shoppable, to ensure faster conversion

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Opportunities – 1

What are the new profit pools that can be tapped?

Email Companies

There are three large opportunities that email companies can tap: ads in emails, transaction fees from inbox commerce, and services.

Ads in Emails: As I have written repeatedly in previous essays, half of the spend on digital advertising is being wasted on account of wrong acquisition and reacquisition. Ads in emails can mitigate this waste and address other limitations of online ads with its 4 Ps: PII, Push, in-Place, and Payments. “Action Ads” in emails eliminate the friction of clicking through to a landing page. By solving the email open problem with innovative formats like E3, email companies can tap into the $250 billion AdWaste by enabling targeted acquisition and reactivation. Integrating new ad formats (eg. one-tap subscription to 7-day brand quiz microns) can create value for advertisers, relevance for publishers, and rewards for consumers, aligning economic incentives across the email ecosystem.

Inbox Commerce: The era of inbox commerce is coming. Search, shopping carts, recommendations, and payments can all be conducted within the email, transforming it into a platform for direct transactions and purchases. These shoppable can be monetised based on outcomes rather than traditional CPM models.

Email Agency: One of the biggest challenges for marketers is the friction, costs, and delays associated with creating emails. Similar to how companies outsource non-critical functions to external service agencies, B2C companies should consider partnering with a “progency” to take over the email function. Such an agency could be incentivised based on results, ensuring a focus on performance and outcomes. This model can significantly reduce the pain points associated with email marketing, providing a more efficient and effective solution for businesses and a new revenue stream for email companies. [Also see Email 2.0 Progency: eCommerce’s Profit Powerhouse.]

CPaaS Companies

Channel Consolidation: Many businesses currently use separate service providers for email, SMS, WhatsApp, and RCS, thus fragmenting revenues for CPaaS companies. The opportunity lies in offering a “Unichannel” approach within the CPaaS space, unifying these channels under the principle of “one customer, one message.” An integrated customer journey ensures that customers receive a cohesive and efficient communication experience, avoiding multiple messages from different channels. For instance, an SMS or RCS message should only be sent if the customer does not respond to an email, which is the most cost-effective channel (after app push notifications). WhatsApp, on the other hand, is more effective for bottom-of-funnel conversions. By offering a single omnichannel API and intelligent conversation management, CPaaS providers can streamline communication strategies and significantly enhance customer engagement. This unified approach not only improves the customer experience but also increases the revenue potential for CPaaS providers by offering a comprehensive solution that integrates all communication channels seamlessly. To maximise profitability, CPaaS companies should focus on measuring gross margin rather than topline revenue, given the typically low margins in the CPaaS industry.

Conversational Intelligence: CPaaS companies have the opportunity to evolve beyond merely providing pipes by incorporating advanced conversational intelligence. By integrating chatbots and AI-driven interactions, CPaaS providers can enhance the quality and effectiveness of customer communications. This approach allows for more personalised, efficient, and meaningful conversations with customers. Instead of charging traditional platform fees, CPaaS companies can adopt outcome-based pricing models. This means that pricing is tied to the results achieved, such as successful customer engagements, conversions, problem resolution, or other key performance indicators. This model aligns the interests of CPaaS providers and their customers, incentivising the delivery of high-quality, result-oriented conversational experiences.

Advanced Analytics and Insights: CPaaS companies can significantly grow their profit pool by offering advanced analytics and insights as a value-added service. By leveraging the extensive data generated from various communication channels, CPaaS providers can deliver detailed analytics that help businesses understand customer behaviour, preferences, and engagement patterns. This includes in-depth customer insights to identify trends, predictive analytics to anticipate customer needs, identifying customer affinities by tracking clicks and actions, and real-time metrics to measure campaign performance. Additionally, precise customer segmentation and targeting can improve the relevance and impact of communications. These advanced analytics enable businesses to optimize their marketing strategies, enhance customer experiences, and make data-driven decisions. By providing these valuable insights, CPaaS companies can enhance their service offerings and create a new SaaS revenue stream, driving growth and profitability.

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Opportunities – 2

Martech Companies

Unistack Consolidation: Martech solution providers can boost their revenues and profitability by offering a unified stack, just as CPaaS companies improve theirs by consolidating channels to promise “one customer, one message.” This “unistack” approach can be pitched as “one company, one partner.” The advantages for buyers are numerous. Fewer point solutions reduce spending and integration friction, while ensuring data is not siloed, thereby enhancing the efficacy of AI. Additionally, a unified stack simplifies the marketer’s workflow by eliminating the need to interact with multiple interfaces and dashboards. This streamlined experience can lead to higher MRR for martech companies by making marketing teams more productive and end customers getting better experiences.

AI-First Platform: Martech companies can significantly enhance customer Lifetime Value (LTV) by evolving from predictive and generative AI to agentic AI. This advanced approach involves transforming the Customer Data Platform (CDP) into a Large Customer Model (LCM), enabling the creation of digital twins and a co-marketer. These components can work together in a “mirror world” to drive “generative journeys,” resulting in N=1 hyper-personalisation for every customer. This next-generation software platform provides a competitive edge, allowing martech companies to deliver unprecedented engagement, conversion, and retention – thus eventually reducing the need for wasteful adtech spending, and enabling brands on their “profipoly quest.”

1S to 4S Business Model: Traditionally, martech companies have focused solely on delivering software via the cloud, a “1S” business model. However, mid-market and enterprise buyers often find that maximising value from the software requires significantly more effort, leading to dissatisfaction and frequent platform shopping and switching. To address this, martech companies can evolve into a “4S” business model by adding strategy, services, and (revenue/profit) sharing. Offering strategic consulting helps clients develop and implement effective marketing plans that fully leverage the software’s capabilities. Providing managed services, including customisation, ongoing support, and optimisation (especially with AI models), alleviates the burden on clients and ensures maximum value. Implementing performance-based pricing, where martech companies have skin in the game, aligns interests and incentivizes optimal outcomes. By incorporating these elements, martech companies can become indispensable and invincible.

**

To conclude, here is a summary of the 9 ideas discussed:

Email Companies

  1. Ads in Emails: Mitigate digital advertising waste and create value through innovative ad formats like “Action Ads” that align economic incentives across the email ecosystem.
  2. Inbox Commerce: Transform email into a direct transaction platform, enabling seamless shopping experiences and monetising through outcome-based models.
  3. Email Agency: Create a “progency” to handle email marketing functions, reducing friction and costs while focusing on performance-based outcomes.

CPaaS Companies

  1. Channel Consolidation: Adopt a “Unichannel” approach to unify communication channels, improving customer experience and increasing revenue potential with a single omnichannel API.
  2. Conversational Intelligence: Incorporate advanced AI-driven chatbots to enhance customer interactions and adopt outcome-based pricing to incentivise high-quality conversational experiences.
  3. Advanced Analytics and Insights: Provide detailed analytics and insights to help businesses optimise marketing strategies, enhancing customer engagement and creating new SaaS revenue streams beyond message-based pricing.

Martech Companies

  1. Unistack Consolidation: Offer a unified stack to reduce integration friction, enhance AI efficacy, and streamline workflows, resulting in higher MRR.
  2. AI-First Platform: Transform CDPs into Large Customer Models, creating digital twins and co-marketers to deliver hyper-personalised customer journeys and reduce AdWaste.
  3. 1S to 4S Business Model: Evolve from software-only offerings to include strategy, services, and revenue/profit sharing to become an indispensable partner.

**

Email, CPaaS, and martech companies must reinvent themselves to thrive in the future. The era of easy money and unlimited spending is over, but challenges like poor data quality, friction-filled funnels, and AdWaste persist. By reorienting towards an “EnCoRe” (engagement, conversion, retention) future, these tech companies can pave the way for exponential, forever profitable growth – embarking on their own “Profipoly Quest.”

7

Additional Ideas

I asked the AIs for additional ideas that I may have missed.

ChatGPT

Email Companies

  1. Subscription-Based Content and Services:
    • Description: Offer premium subscription-based content and services within emails, such as exclusive newsletters, reports, or personalized consulting.
    • Opportunity: This creates a steady revenue stream and adds value for subscribers who are willing to pay for high-quality, exclusive content.
  1. Partnerships and Integrations:
    • Description: Form partnerships with complementary services (e.g., CRM systems, e-commerce platforms) to offer integrated solutions.
    • Opportunity: Bundling services can enhance functionality and attract more customers, creating additional revenue channels through partnership deals and integrations.

CPaaS Companies

  1. White-Label Solutions:
    • Description: Provide white-label CPaaS solutions that other companies can brand as their own.
    • Opportunity: This expands the customer base to include businesses that prefer branded solutions, offering a new revenue stream through licensing fees.
  1. Security and Compliance Services:
    • Description: Offer enhanced security and compliance features as premium services, especially for industries with strict regulations (e.g., finance, healthcare).
    • Opportunity: By addressing critical security and compliance needs, CPaaS providers can attract high-value clients and justify higher pricing tiers.

Martech Companies

  1. Customer Experience (CX) Platforms:
    • Description: Develop comprehensive CX platforms that go beyond marketing to include customer support and success features.
    • Opportunity: By offering tools that improve overall customer experience, martech companies can tap into budgets allocated for customer service and retention.
  1. Training and Certification Programs:
    • Description: Create training and certification programs for users of martech solutions, ensuring they can maximize the platform’s potential.
    • Opportunity: This not only provides an additional revenue stream but also increases customer satisfaction and retention by empowering users with knowledge and skills.
  1. Marketplace for Third-Party Apps and Extensions:
    • Description: Establish a marketplace where third-party developers can offer apps and extensions that enhance the martech platform’s capabilities.
    • Opportunity: This can drive additional revenue through app sales, subscription fees, and a share of third-party revenues.

Claude

Privacy and Data Protection as a Differentiator: With increasing concerns about data privacy and security, email, CPaaS, and martech companies that prioritize and guarantee robust data protection measures could gain a competitive edge. By positioning themselves as trusted guardians of customer data and offering advanced privacy features, these companies can attract privacy-conscious businesses and consumers, potentially opening up new market segments and revenue streams.

Ecosystem Partnerships and Integrations: To further enhance their value proposition and expand their profit pools, email, CPaaS, and martech companies could explore strategic partnerships and integrations with complementary platforms and services. For example, integrating with popular e-commerce platforms, CRM systems, or social media networks could enable seamless data flow, enhanced functionality, and improved customer experiences. Such partnerships could also open up opportunities for revenue sharing, cross-selling, and joint go-to-market strategies.

Vertical-Specific Solutions: While your essay focuses on broad strategies applicable across industries, there might be an opportunity for email, CPaaS, and martech companies to develop specialized solutions tailored to specific verticals. By deeply understanding the unique challenges and requirements of sectors like healthcare, finance, retail, or education, these companies can create targeted offerings that address industry-specific pain points and deliver greater value. Vertical-specific solutions could command premium pricing and foster long-term customer loyalty.

Gemini

Email

  • Micropayments and Subscriptions: Explore ways to integrate micropayment functionalities within emails, allowing users to directly pay for content, subscriptions, or services without leaving their inbox. This could be particularly relevant for newsletters, educational content, or digital products.
  • Focus on Developer Tools: Cater to developers by offering robust email APIs and developer tools that enable seamless integration of email functionalities into various applications. This could incentivize broader adoption of email features within other platforms.
  • Verticalization and Specialization: Consider email solutions tailored to specific industries or customer segments. For example, healthcare email marketing could prioritize HIPAA compliance or appointment reminders.

CPaaS

  • Focus on Niche Markets: Identify and cater to niche markets with specialized communication needs, such as healthcare institutions needing secure patient communication channels or logistics companies leveraging SMS for real-time delivery updates.
  • The Rise of Voice: Explore the potential of integrating voice capabilities into CPaaS platforms, offering features like voice-based authentication or interactive voice menus for customer interactions.

Martech

  • Focus on Marketplaces and Integrations: Develop martech solutions that integrate seamlessly with popular e-commerce marketplaces and marketing automation platforms. This could unlock new user segments and streamline marketing workflows.
  • Low-Code/No-Code Solutions: Make martech solutions more accessible by offering low-code/no-code options that empower businesses with limited technical expertise to leverage marketing automation and data-driven insights.

Cross-Sector Collaboration

  • Bundled Services: Consider bundled service offerings that combine email marketing functionalities with CPaaS features or integrate martech platforms with CPaaS solutions. This could provide a more comprehensive customer experience and create attractive propositions for businesses.
  • Joint Marketing Initiatives: Encourage collaboration between email, CPaaS, and martech companies through joint marketing initiatives. This could raise awareness and drive customer acquisition across the sectors.

Published by

Rajesh Jain

An Entrepreneur based in Mumbai, India.