Consumer Epps for Inbox Attention

Published July 1, 2024

1

Overview

This is the third essay in the Epps (Email Apps) series.

In the first essay (Epps: The Next Evolution in Email Engagement), I delved into the transformative potential of Epps, a new category of interactive email experiences built using AMP technology. By combining the characteristics of multi-screen implementations, real-time updates, and self-contained functionality, Epps can revolutionise email engagement by providing app-like experiences directly within the inbox. The essay explored the wide-ranging applications of Epps across industries, from e-commerce and banking to healthcare and entertainment, and presented a compelling go-to-market strategy to drive adoption among marketers. I explained how Epps represent the next evolution in email engagement, offering brands a powerful tool to capture attention, drive conversions, and foster deeper relationships with their customers. “Think of Epps as the third major property for brands, alongside websites and mobile apps. Each has its unique strengths and can operate independently. In the evolution from websites to mobile apps, many businesses reduced their websites to mere placeholders, primarily to drive app downloads. I foresee a similar trend with Epps – websites may primarily serve to capture subscriptions and showcase the Epp, with the Epp itself becoming the primary platform for user engagement and interaction.”

In the second essay (Email’s Epps Era: Transforming Customer and Employee Engagement), I explored the transformative potential of Epps in revolutionising customer and employee engagement. By leveraging AMP technology, Epps create interactive, personalized experiences within the email inbox, driving attraction, attention, action, addiction, and acquisition (the 5 As). I discussed various examples of consumer Epps, such as news, sports, stocks, and games, and wrote about the potential of a “killer Epp” like WePredict, a prediction market game that combines the wisdom of crowds with the inherent desire to predict the future. Additionally, I examined the potential of Employee Epps in enhancing corporate communication, training, and engagement by encouraging employees to map their personal email IDs to their company-issued IDs. I concluded: “Consumer Epps, Brand Epps, and Employee Epps have the potential to revolutionise the email inbox, transforming it into a dynamic, engaging, and immersive digital space. By seamlessly blending personal, professional, and consumer experiences, Epps turn the inbox into a microcosm of life, offering users a one-stop destination for entertainment, education, productivity, and rewarding interactions…The convergence of these Epps heralds a new era for email, breathing new life into a tried-and-true communication channel…In the coming years, the rise of Epps will redefine how we interact with our inboxes, setting new standards for digital engagement and paving the way for a more connected, productive, and fulfilling future.”

In this essay, I will dive deeper into the realm of Consumer Epps, exploring their pivotal role in capturing and sustaining inbox attention. Just as personal and group messaging has driven our frequent engagement with platforms like WhatsApp, the email inbox needs equally compelling reasons to entice users to open it multiple times throughout the day. Beyond brand marketing emails, which are often perceived as ads, Consumer Epps can offer a diverse range of engaging experiences. We’ll uncover how they can transform the inbox into an essential, multifaceted hub for daily interactions, providing users with continuous value and enhancing their overall email engagement. What can these Consumer Epps be? Let’s explore the possibilities.

2

Advantages

Epps have three significant advantages over conventional emails and apps which we will build on. First, Epps are interactive. This means that all the actions can be done within the email itself without requiring a clickthrough to a website or app. Second, Epps can be updated in real-time. Every time the email is opened, it can fetch the latest information from the server and thus eliminate the need for sending new emails. Third, Epps can be contained within the email inbox and don’t need separate apps to be downloaded. Let’s discuss each of these.

Interactivity

• Self-Contained Actions: Epps are designed to be fully interactive within the email itself. This means users can complete various actions directly in the inbox without needing to click through to external websites or apps. Whether it’s scanning through a carousel of news items or getting additional info on a stock or player, all interactions happen seamlessly within the email. This reduces friction and enhances the user experience by keeping everything in one place.
• Enhanced User Engagement: The interactivity of Epps encourages users to engage more deeply with the content. Interactive elements such as quizzes, polls, and games can make emails more engaging and fun, leading to higher user retention and satisfaction.

Real-Time Updates

• Dynamic Content: One of the standout features of Epps is their ability to update in real-time. Each time the email is opened, it can fetch the latest information from the server, ensuring that the content is always current. This eliminates the need for sending multiple emails to update users, as a single Epp can continually refresh with the latest data.
• Timeliness and Relevance: Real-time updates ensure that users always have access to the most relevant information. For instance, a news Epp can display breaking news as it happens, or a stock Epp can show the latest portfolio updates. This capability makes Epps highly valuable for time-sensitive content and keeps users informed without cluttering their inbox with new messages.

Contained within the Inbox

• No Need for Additional Apps: Epps operate entirely within the email inbox, eliminating the need for users to download and manage separate applications. This is particularly advantageous for users who prefer not to clutter their devices with multiple apps or who are looking for a more streamlined digital experience.
• Convenience and Accessibility: Since Epps are contained within the inbox, they are accessible from any device that supports email. Users can access their Epps from their smartphones, tablets, or desktops without worrying about compatibility issues or needing specific software. This universality enhances accessibility and ensures a broader reach. (Note: Epps use AMP as the underlying technology. AMP is supported by Gmail and Yahoo Email, and most browsers. It is not supported by Apple’s native email client.)

By building on these three advantages – interactivity, real-time updates, and inbox containment – Epps can significantly enhance email engagement and user experience. They transform the inbox into a dynamic, multifaceted platform that meets various needs, from entertainment and information to productivity and commerce, all within the familiar and convenient environment of the email inbox.

In my previous essay on Epps, I had discussed several Consumer Epps:

• Part 3 discussed news, sports, and stocks
• Parts 4 and 5 covered additional ideas, and briefly touched upon quizzes and games
• Parts 6 and 7 explored a possible killer Epp, “WePredict”, a prediction markets game

3

MyToday Dailies

A few years ago, I wrote about a now-defunct service called MyToday. I had envisioned MyToday as daily micro-newsletters. “[They] can be read in 15-30 seconds unlike the regular emails that we typically get from brands which are full of images, text and links. Think of them like SMSes – you want to see them right away rather than later. The microns are not ad-driven, but content-rich. They could have breaking news, market updates, thoughtful quotes, recipes, health tips, travel recommendations, an excerpt from a poem, a brief on a new topic. The point is that you, as an email subscriber, see them almost as soon as they come. And in that fleeting moment, you are also exposed to the brand. Microns come daily and automatically – at the same time. Their goal? Become a habit in your life.”

MyToday microns covered various topics:

• News across multiple categories and languages
• Daily delights like quotes, word meanings, trivia, quizzes
• Cultural content like short stories and poetry
• Snippets from economics, philosophy, and history

There were over 30 microns, leading to more than 300 emails a month for subscribers of 10 microns, creating inbox clutter and high sending costs.

Epps can revolutionise this experience. MyToday could become a single Epp with various categories as options within it. Since Epps can fetch information in real-time when opened, only one email would be needed every 30 days (due to AMP email validity). Recipients simply need to “star” the email for easy access.

Epps go further by allowing new snippets to be fetched every time the email is opened. Subscribers could get as many quotes as they want in a day with a single tap on the appropriate section.

Epps could thus transform microcontent consumption, eliminating the need for multiple apps or emails. A single Epp could provide an unlimited on-demand supply for a month, streamlining the user experience and reducing clutter.

Moreover, the adaptability of Epps makes them a powerful tool for personalising content delivery. Users can customise their Epps to include only the topics they are most interested in, ensuring that every snippet they receive is relevant and engaging. This level of personalisation can significantly enhance user satisfaction and foster a deeper connection between the user and the brand.

The shift from traditional emails to Epps also opens up new opportunities for brands to innovate in their content strategies. By leveraging the real-time update capabilities and interactive features of Epps, brands can create more dynamic and immersive experiences for their audience. (Imagine new deals and offers showing up every time the Epps is opened.) This not only increases engagement but also provides a competitive edge in the crowded digital marketplace.

4

Arun’s Day

I asked ChatGPT to write a user story to showcase the power of Epps.

Pre-Epps World

Morning Routine: Arun wakes up to an inbox cluttered with multiple emails from various brands. Each email, filled with images and links, takes time to load and navigate. He often skips over them, marking many as read without engaging. To stay updated, he switches between news apps, social media, and newsletters, consuming content in a fragmented manner. His morning is hectic as he juggles multiple sources of information.

Throughout the Day: Arun receives breaking news alerts from different apps, adding to the clutter. For his daily dose of inspiration, he relies on separate apps for quotes and trivia. He checks his stock app intermittently for updates, which requires constant switching between tasks. His phone is filled with numerous notifications, creating a noisy digital environment.

Evening: By evening, Arun feels overwhelmed by the constant stream of information. His inbox is filled with unread emails, many of which are irrelevant by the time he opens them. He spends time deleting and organizing emails, a task he finds tedious. Arun misses out on engaging content because he can’t keep track of everything.

Post-Epps World

Morning Routine: Arun wakes up to a single MyToday Epp in his inbox. This Epp contains all his preferred updates, from breaking news to inspirational quotes. He can access everything with a single tap, saving time and reducing clutter. The Epp’s real-time updates ensure that the content is always fresh. Arun reads through the latest news, checks his stock updates, and enjoys a daily quote, all within one email.

Throughout the Day: Instead of switching between multiple apps, Arun uses the MyToday Epp to stay updated. He receives live sports scores, personalised news, and even participates in interactive quizzes, all within his email. The Epp’s dynamic content feature keeps him informed and engaged throughout the day. When he needs a break, he plays a quick game embedded in the Epp, keeping his mind sharp and entertained.

Evening: In the evening, Arun revisits the MyToday Epp to catch up on any updates he might have missed. He reads an interesting short story and checks his portfolio’s performance. The Epp’s real-time updates mean he doesn’t miss out on any important information. Arun finds that he has more free time and a cleaner inbox, allowing him to focus on what matters most.

Impact of Epps on Arun’s Life

• Increased Engagement: Arun is now more engaged with his content. The interactive nature of Epps makes learning new things fun and seamless.
• Better Time Management: With all his content consolidated in one Epp, Arun saves time and reduces the cognitive load of switching between apps.
• Continuous Learning: Arun uses his free moments to learn new things, play games, and stay updated, enriching his daily routine.
• Reduced Digital Clutter: His inbox is no longer overwhelmed with multiple emails, making it easier to manage and more pleasant to use.

In summary, MyToday Epps have transformed Arun’s digital life, making it more organized, engaging, and fulfilling. He looks forward to his daily Epp, which keeps him informed, entertained, and inspired throughout the day.

5

Framework

To summarise, here are the various ideas for Epps:

• News, Stocks, Sports: These information-based Epps can be sent once a month and update in real-time when the email is opened, providing the latest information instantly.
• Microcontent: Epps with content like bite-sized content like tips and quotes can also be sent monthly, fetching new content on-demand whenever the email is accessed, ensuring always-fresh and relevant snippets.
• Quizzes and Games: Depending on content volume and type, these interactive Epps Epps can be sent daily or less frequently, engaging users with interactive challenges. For example, a Wordle-like game could present a new word with each interaction.

I asked Claude to see how this framework could be expanded. Here is the lightly-edited response.

• Personalized Recommendations: Epps can provide users with personalized recommendations based on their interests, preferences, and behaviour. Examples: movie recos, book suggestions, product recos.
• Social Epps: The purpose is to foster social interaction and engagement among users within the email inbox. Examples: community discussions, peer challenges (like fitness trackers), leaderboards.
• Utility Epps: These Epps provide users with practical tools and utilities to enhance productivity and convenience. Examples: calendar integration, to-do lists, weather forecasts
• Sponsored Epps: Collaborate with brands to create sponsored Epps that provide value to users while promoting products or services. They could also allow users to make in-Epp purchases or subscribe to services directly within the email itself.

What is truly revolutionary about Epps is their potential to create an entirely new ecosystem that leverages the unique advantages of the email inbox. Just as Apple’s iPhone introduced a new world of smartphone apps and transformed our daily lives, the push capabilities, interactivity, real-time updates, and self-contained nature of Epps empower content providers, developers, and businesses across industries to create innovative experiences that seamlessly integrate into users’ lives. By harnessing the ubiquity, accessibility, and personal nature of email, Epps offer a frictionless, engaging, and efficient way to consume content, interact with brands, and stay informed, making the inbox a central hub for a myriad of daily activities.

From news and entertainment to e-commerce and productivity tools, the Epps ecosystem promises to streamline tasks, reduce information overload, and provide a more personalised, contextually relevant experience. This transformative approach to digital engagement will foster deeper connections, drive meaningful interactions, and unlock new possibilities for enhancing the user experience in a clutter-free, user-centric environment. As Epps continue to evolve and gain adoption, they have the potential to redefine not just email engagement and marketing but the broader landscape of how we interact with digital content and services in our everyday lives.

6

Add-Ons

There are four additional ideas which could make Epps powerful and make the email inbox even more compelling: Atomic Rewards (Mu), Action Ads, AI, and a category I have termed as “Advanced Innovations.”

Atomic Rewards: Represented as “Mu,” these gamification elements incentivize user engagement. Users can earn Mu by opening emails, participating in quizzes, playing games, or completing interactive tasks. These rewards can be accumulated and redeemed for perks such as discounts, exclusive content, or additional features within the Epp. For instance, Mu could be used to place bids in WePredict. By incorporating Atomic Rewards, Epps create a compelling reason for users to consistently engage with their inbox, transforming mundane email interactions into a rewarding experience.

Action Ads: These redefine the traditional advertising model by embedding interactive, actionable advertisements directly into the email content. Unlike standard ads that redirect users to external websites, Action Ads enable users to engage with the ad content within the email itself, such as making a purchase, signing up for a service, or participating in a survey. For example, an AI-optimised Action Ad could promote a new fitness app or workout gear to a user frequently engaging with fitness-related Epps, increasing the likelihood of conversion. This seamless integration reduces friction and enhances user experience, making it easier for brands to capture attention and drive conversions without disrupting the user’s email journey.

AI Integration: AI can significantly enhance personalization and relevance within Epps. AI algorithms can analyse user behaviour, preferences, and interactions to tailor content and recommendations uniquely for each individual. This can range from personalised news feeds and product suggestions to adaptive learning modules and customised health tips. AI can also optimize the timing and frequency of Epps, ensuring users receive content when they are most likely to engage. By leveraging AI, Epps can provide smarter, more intuitive experiences that resonate deeply with users, driving higher engagement and satisfaction. However, it is crucial to address user privacy concerns by ensuring transparent data collection policies and giving users control over their information.

Advanced Innovations: Several advanced ideas can also enhance Consumer Epps:

• Agentic AI: Manages routine tasks and offers tailored interactions, increasing efficiency and personalization.
• Digital Twins: Enable N=1 hyper-personalisation by replicating user behaviours and preferences, ensuring highly relevant content delivery.
• Generative Journeys: Provide dynamic, evolving content pathways based on user engagement, creating personalized experiences.
• Large Customer Models: Leverage aggregated data to identify trends and personalize experiences across user groups, enhancing overall engagement.

The synergy between these add-ons and advanced innovations can create a more powerful and engaging Epp experience. For instance, AI can optimise the delivery of Action Ads based on user preferences, while Atomic Rewards can incentivise users to interact with AI-driven features. The combination of these technologies transforms the email inbox into an AI-first platform, making it indispensable for everyday digital interaction.

7

Game Epps – 1

I gave the following prompt to ChatGPT: “Imagine you are a game developer. I want you to create a “killer Epp” game which can be played entirely within the email inbox across days or even years, brings in new users, is multi-player, etc. Learn from games like Clash of Clans which have been successful but also keep in mind the limitations of the email inbox. Can you design a game which could become the next big thing in the consumer world and make the email inbox a must-open app multiple times a day?” Here is the response.

Overview

“Kingdom Chronicles Epp” is a multi-player, strategy-based game that unfolds entirely within the email inbox. Inspired by successful games like Clash of Clans, this game offers a persistent, engaging experience that brings users back to their inbox multiple times a day.

Key Features

1. Persistent Gameplay:

1. • Build and Expand: Players build and expand their kingdoms by constructing buildings, gathering resources, and training troops.
   • Daily Tasks: Complete daily quests and challenges to earn rewards and progress.
   • Real-Time Updates: The game updates in real-time, ensuring that players always have something new to do.

2. Multi-Player Interaction:

1. • Alliances: Form alliances with other players to share resources, strategize, and compete in alliance wars.
   • Trade: Engage in trading resources with other players within the email.
   • Battles: Challenge other players to battles and raids to earn trophies and resources.

3. Email Integration:

1. • Notifications: Receive email notifications about important events, attacks, and alliance messages.
   • Turn-Based Actions: Players take turns performing actions, making strategic decisions each time they open the email.
   • Interactive Elements: Use embedded AMP technology to make real-time decisions, like upgrading buildings or deploying troops, directly within the email.

4. Incentives and Rewards:

1. • Atomic Rewards (Mu): Earn Mu for completing tasks, winning battles, and logging in daily, which can be used to buy special items or speed up progress.
   • Leaderboards: Compete on leaderboards to earn weekly and monthly rewards.
   • Seasonal Events: Participate in seasonal events and challenges for unique rewards and titles.

5. AI Integration:

1. • Personalized Challenges: AI-driven quests and challenges based on player behavior and progress.
   • Smart Notifications: AI predicts the best times to send notifications, ensuring players are engaged without being overwhelmed.

Gameplay Mechanics

1. Building and Resource Management:

1. • Construction: Build and upgrade various structures like barracks, farms, and fortresses.
   • Resource Gathering: Collect resources like gold, wood, and stone to expand your kingdom.
   • Training Troops: Train different types of troops to defend your kingdom and attack others.

2. Strategic Battles:

1. • Plan Attacks: Strategize and plan attacks on rival kingdoms, choosing the best time and tactics to maximize success.
   • Defend: Set up defenses to protect your kingdom from enemy raids.
   • Turn-Based Combat: Engage in turn-based combat that requires strategic planning and timing.

3. Social and Competitive Features:

1. • Alliance Wars: Coordinate with your alliance to attack and defend against other alliances.
   • Trade and Diplomacy: Negotiate trades and alliances to strengthen your kingdom.
   • Tournaments: Participate in regular tournaments for glory and rewards.

Long-Term Engagement

1. Continuous Updates: Regular updates introduce new buildings, troops, and challenges.
2. Seasonal Content: Special events and limited-time content keep the game fresh and engaging.
3. Community Building: Foster a strong community through forums, alliance chats, and social media integration.

Potential Challenges

1. User Privacy: Ensuring user data privacy and transparent data collection practices.
2. Ad Balance: Balancing the presence of Action Ads to not disrupt gameplay while ensuring they are relevant and valuable.
3. Inbox Clutter: Managing email frequency to avoid overwhelming users and maintaining a balance between engagement and intrusion.

Pitch

“Welcome to Kingdom Chronicles Epp, the revolutionary game that transforms your email inbox into a kingdom-building adventure! Build your empire, form alliances, and engage in epic battles—all within a single email. With real-time updates, personalized challenges, and rewarding gameplay, Kingdom Chronicles Epp offers an immersive experience that fits perfectly into your daily routine. No need to switch between apps; your kingdom awaits every time you open your inbox. Join the adventure today and make your email inbox a must-open app multiple times a day!”

8

Game Epps – 2

I asked Claude for some more Game Epps examples, learning from other successful games.

Puzzle Adventure Game (Inspired by Candy Crush Saga):

• Gameplay: Players progress through levels by solving puzzles, matching items, or completing mini-games. Each level is contained within an email, and players can advance to the next level by achieving a certain score or goal.
• Email Integration: Daily challenge emails, level unlock notifications, and social leaderboards.
• Monetization: In-app purchases for power-ups, extra moves, or level skips.

Virtual Pet Game (Inspired by Tamagotchi or Neopets):

• Gameplay: Players adopt and care for a virtual pet within their email inbox. They must feed, groom, and play with their pet to keep it healthy and happy. The pet’s status is updated in real-time, and players can interact with their pet through email notifications.
• Email Integration: Regular pet status updates, care reminders, and special event notifications.
• Monetization: In-app purchases for premium pet items, accessories, or virtual currency.

Trivia Game (Inspired by Trivia Crack or QuizUp):

• Gameplay: Players compete against each other in real-time trivia matches across various categories. Questions are sent via email, and players must respond within a time limit to earn points. Players can challenge friends or random opponents.
• Email Integration: Daily trivia challenges, match invitations, and leaderboard updates.
• Monetization: In-app purchases for power-ups, bonus questions, or category unlocks.

Simulation Game (Inspired by FarmVille or The Sims):

• Gameplay: Players manage and grow a virtual simulation, such as a farm, city, or household, within their email inbox. They must make strategic decisions, complete tasks, and interact with other players to progress.
• Email Integration: Regular updates on the simulation’s status, task reminders, and social interaction notifications.
• Monetization: In-app purchases for premium items, accelerators, or exclusive content.

Collectible Card Game (Inspired by Hearthstone or Magic: The Gathering):

• Gameplay: Players collect and build decks of digital cards to battle against other players. Matches take place asynchronously, with players taking turns via email. Cards can be earned through gameplay or purchased.
• Email Integration: Daily card pack rewards, match notifications, and tournament invitations.
• Monetization: In-app purchases for card packs, exclusive cards, or tournament entry fees.

When adapting these games into Epps, it’s essential to consider the limitations and strengths of the email inbox. Gameplay should be designed to be asynchronous, bite-sized, and easily accessible through email notifications. Social features, such as leaderboards, challenges, and interactive elements, can be integrated seamlessly into the email experience.

Additionally, Epps can leverage the email inbox’s push notification capabilities to keep players engaged and draw them back into the game regularly. Daily rewards, timed events, and personalized challenges can be delivered directly to players’ inboxes, encouraging them to open and interact with the game multiple times a day.

By combining the addictive gameplay elements of successful mobile games with the unique characteristics of the email inbox, these Epps have the potential to captivate players and redefine the way people engage with their inboxes. The email inbox’s vast reach and accessibility make it an ideal platform for distributing and promoting these games, potentially reaching a massive audience and driving significant engagement and revenue.

9

Game Epps – 3

I asked Gemini for a suggestion for what could be a “killer Epp.” Here is its recommendation.

Epp Name: The Collective Journey

Concept: This Epp invites users to co-create a story together, one email at a time. Each email presents a scene or a turning point in the narrative, and users vote on the direction of the plot through interactive elements within the Epp.

Features:

• Storytelling Engine: An AI-powered engine drives the narrative, generating different plot branches based on user choices.
• Interactive Voting: Emails present multiple options for how the story unfolds. Users vote on their preferred direction through embedded buttons or polls.
• Character Development: Users can influence the personalities and motivations of key characters through voting and providing short descriptions.
• World Building: Epps can include prompts and polls for users to contribute details about the story’s setting, social structures, and lore.
• Community Building: Leaderboards display the top voters, fostering a sense of collective ownership and friendly competition. User profiles allow participants to see each other’s contributions and build a sense of community.
• Rewards and Recognition: Users who consistently contribute can earn badges or exclusive access to story elements.

Benefits:

• High Engagement: The choose-your-own-adventure style fosters deep engagement as users actively shape the story.
• Social Interaction: Voting and community features encourage interaction and a sense of belonging.
• Discovery and Surprise: The unpredictable nature of the evolving story keeps users coming back for more.
• Variety: The AI engine ensures no two journeys are the same, offering endless replayability.
• Personalization: User choices directly impact the narrative, creating a personal connection to the story.

Monetization:

• Premium Features: Offer exclusive story branches, character customization options, or early access to new chapters for a small fee.
• Sponsored Content: Integrate sponsored elements that seamlessly fit the story world, ensuring a non-intrusive user experience.
• Brand Partnerships: Collaborate with brands to create themed storylines or character elements, reaching a captive audience organically.

Overall, The Collective Journey Epp leverages the power of storytelling, community engagement, and user-generated content to create a unique and constantly evolving experience. This “killer Epp” has the potential to redefine how people interact with email and create a thriving online community around a shared narrative adventure.

I then asked Gemini for the first 5 emails.

Email #1: Welcome to the Adventure!

Subject: The Collective Journey Begins…

Hey there, storytellers!

Welcome to The Collective Journey, a groundbreaking Epp where YOU decide the fate of our narrative! Over the next few weeks (or months, depending on your choices!), we’ll embark on an epic adventure together, shaping the story one email at a time.

The Spark:

A lone figure awakens on a deserted beach, with no memory of how they got there. A strange amulet hangs around their neck, the only clue to their past. What’s their name?

Choose Your Destiny:

• Anya: A fierce warrior with a mysterious past.
• Kael: A brilliant scholar with a thirst for knowledge.

How to Vote:

Click the button below your preferred name to cast your vote! The winning name will be revealed in the next email, along with the character’s first steps on this extraordinary journey.

Join the Community:

Want to discuss theories, share fan art, or connect with fellow adventurers? Head over to our exclusive forum (link included) and join the conversation!

Get Ready…

The adventure awaits! Stay tuned for the next email, where the true story begins, shaped by your choice.

P.S. Share this Epp with your friends! The more storytellers, the wilder the journey!

Email #2: The Amnesiac Awakens

Subject: Anya or Kael? The Adventure Begins!

The votes are in, and by a narrow margin, the amnesiac on the beach is… Anya!

Anya, a woman with fiery red hair and a determined glint in her eyes, stirs on the sand. The amulet around her neck thrums with a faint warmth. Disoriented but undaunted, she searches for clues in her surroundings.

The Crossroads:

Anya spots two paths diverging from the beach.

• Path 1: A dense jungle, shrouded in mist and the sounds of unknown creatures.
• Path 2: A crumbling stone archway leading inland, promising ancient secrets.

Which path will Anya take?

Click the button for your choice! The next email will reveal Anya’s decision and the challenges she encounters.

Don’t Forget to Discuss!

Head over to the forum and share your theories about the amulet, the deserted beach, and where Anya’s journey might lead!

Email #3: Into the Unknown

Subject: Anya Chooses Her Path

By a landslide, you’ve decided Anya should venture into the dense jungle. Pushing through the thick foliage, she encounters a cacophony of sounds – exotic birds squawking, insects chirping, and the occasional guttural growl that sends shivers down her spine.

A Fork in the Road (Literally):

The jungle path splits into two:

• Left: A narrow path, barely visible beneath a tangle of vines, leading deeper into the jungle’s heart.
• Right: A wider, more well-worn path with faint markings on the surrounding trees.

Which path will Anya take?

Cast your vote to determine Anya’s next move! The following email will reveal what awaits her on the chosen path.

Bonus! Character Spotlight:

Want to learn more about Anya? Head over to the forum! We’ve posted a short story delving into her past, giving you a glimpse into the woman she might be.

Email #4: The Depths of the Jungle

Subject: Anya Faces the Unknown

Anya, guided by your collective wisdom, chooses the narrow, overgrown path. The air grows thick with humidity, and the sounds of the jungle intensify. As she cautiously navigates the undergrowth, she stumbles upon a clearing.

A Mysterious Encounter:

In the center of the clearing stands a towering, ancient tree. Its branches seem to reach for the sky, and an ethereal glow emanates from its base. Suddenly, a figure emerges from behind the tree.

Who is it?

• A friendly hermit offering guidance.
• A dangerous creature guarding the forest’s secrets.

Vote now to decide who Anya encounters! The next email will reveal the identity of the figure and their intentions.

Community Spotlight:

We’ve been blown away by your fan art on the forum! Keep it coming, storytellers! Let’s see Anya come to life through your artistic vision.

Email #5: Friend or Foe?

Subject: Anya’s Jungle Encounter

The figure steps out of the shadows… and it’s a friendly hermit! Relief washes over Anya as the hermit introduces himself as Kael (coincidence?). He explains that he’s been living in the jungle for years, guarding a hidden temple said to hold the key to unlocking the secrets of the amulet.

A New Choice:

Kael offers Anya a proposition:

• Accept Kael’s help: Join him on a quest to the hidden temple, hoping to learn about her past and the amulet’s power.
• Continue alone: Thank Kael for his help and continue exploring the jungle on her own terms.

Shape Anya’s Destiny:

Which path will Anya choose? Click the button below to determine her next move! The following email will reveal Anya’s decision and the challenges (or companions) that await her.

P.S. Don’t forget to share your theories about the hidden temple, the amulet’s power, and whether Anya and Kael are truly strangers in the forum!

10

Reflections

This has been a fun essay to write. It brought back memories from the content initiatives in my past (IndiaWorld, MyToday SMS, MyToday Microns). It connected with a channel (email) which I think is ripe for reinvention and reimagination, thanks to AMP and other innovations that can be layered. It was also exciting to interact with the AIs and get ideas form them at every stage of the thinking process.

For long, email was a channel that refused to change. Even as the world moved on, email stayed the same – a poster image or a combo of creative and copy all sent with a single purpose of getting the click to bring people to the website (or in some cases to the app). Marketers were happy if 1 in 10 emails got opened and 1 in 100 got the click. Email’s cost was low enough that the RoI was never a challenge.

Somewhere along the way, new channels started coming in. Two-way SMS in the US, along with WhatsApp and RCS in markets like India started challenging email. Also, email’s efficacy deteriorated through the years as clutter overtook the inbox. As a friend put it, the inbox is just “ads and receipts”.

Even the ESPs (email service providers) stopped innovating. Founders moved on as their companies were acquired and the new buyers focused just on keeping the lights on. Why fix something they believed was not broken?

For a long time, the one innovation that had the potential to transform email – AMP – also stayed under the radar. With Apple not supporting AMP, there was little reason for marketers to invest in additional code and creative for something which could not be seen by half the recipients.

As I started looking at the email landscape a few years ago, I realised AMP was a gamechanger. In Android- and mobile-first markets like India, AMP emails could be seen by 4 in 5 recipients. Here then was an opportunity to imagine a new avatar of email – what I termed as 2.0 and 3.0 through my writings. Through Netcore, we started taking this to our customers and doing initial AMP campaigns. The numbers were through the roof. And yet, brands were slow to adopt it. “My KPI is website and app traffic and that will be impacted.” “I want to bring people to my app and website because I have so many more things to sell.” And so on.

WhatsApp’s attention and interactivity became the focus, rather than the power and price of email. This became a challenge for me. I started thinking how to solve the “meta” problem – of attention in the inbox. If we could get more engagement with the inbox, brands would automatically start using email more. No single brand had the ability to change – a new set of interventions were needed.

Epps are a step in that direction. They can become one of the Profipoly keys to improve LTV and lower CAC by helping brands build hotlines with their existing consumers. Ads in Epps could also bring in new revenue streams helping multi-monetise customers. An exciting new world awaits! Now, it’s time to turn these ideas into action and embrace the future of email.