Engineering a New Email Ecosystem

Published December 2, 2024

Five Pillars

In today’s digital landscape, email marketing faces unprecedented challenges. Despite its ubiquity and cost-effectiveness, email often struggles to capture attention in crowded inboxes. Open rates stagnate, click-through rates decline, and the constant pressure to acquire new customers drives up marketing costs. The result? Mounting customer acquisition costs (CAC) and dwindling returns on ad spend (ROAS).

This crisis is further exacerbated by what I term “AdWaste” – the inefficient use of marketing budgets on acquiring low-value customers or repeatedly re-acquiring lost ones. Traditional solutions, such as refining targeting or optimising ad spend, yield only marginal improvements. The digital advertising market has become so efficient that significant gains are increasingly elusive.

Enter the House of Anti-Acquisition – a paradigm shift that redirects focus from constant customer acquisition to maximising value from existing relationships. This approach recognises that the path to sustainable profitability lies not in endlessly expanding the customer base, but in deepening engagement with current customers.

At the heart of this revolution is email – the most direct and cost-effective channel for building strong customer relationships. In my recent essays (see Email 2.0 sub-section), I have explored what a “new way to email” might look like. The overarching aim is clear: transform email from a passive communication channel into an active, engaging, and interactive platform that drives higher opens, actions, and revenues for brands. This next evolution envisions email as a destination – an “email app” – where users interact dynamically without ever leaving their inbox. This vision redefines email as a vibrant ecosystem rather than just a tool for communication.

This transformative vision rests on five foundational pillars, which together create a comprehensive framework for the new era of email:

AMP: At the heart of the new ecosystem is a revolutionary technology that makes emails interactive, allowing users to take actions directly within the email. It transforms static messages into dynamic microsites. Forms can be filled out, appointments scheduled, and polls completed – all without the need to click through to an external webpage. AMP ensures content remains fresh and relevant by enabling real-time updates each time an email is opened.

Email Envelope: This is an outer “wrapper” designed to enhance engagement and drive consumption. It’s not just the body of the email that matters; the subject line, header, and footer become integral parts of the user experience. The Email Envelope features interactive elements in these spaces to increase engagement and captivate users before they even open the email. It’s about reimagining email components beyond the body content, creating multiple touchpoints, and extending the lifespan of each message.

Atomic Rewards (Mu): To foster habitual engagement, email needs to incorporate elements of gamification. Atomic Rewards (represented by a unit of currency I call “Mu”) incentivise users to engage repeatedly. For instance, opening emails, completing tasks, or playing in-email games can earn Mu. These micro-rewards can then be redeemed for discounts, exclusive content, or brand-specific perks. Atomic Rewards transform the inbox into a value-driven space, adding an element of fun and anticipation that encourages frequent interaction with brand messages.

Containers: Containers are self-contained micro-experiences housed within the email itself – be it news snippets, mini-apps, preference collection, or interactive games. These dynamic elements are designed to capture and sustain user attention. Think of each email having a “container” of content that can be refreshed dynamically, providing something new and compelling every time it’s accessed.

ActionAds: These ads represent a paradigm shift in email marketing by combining personal identifiable information (PII) with actionable content inside the email. Instead of static ads, ActionAds allow users to engage directly within the email – for example, signing up for a newsletter subscription, filling a form, or even making a purchase, without leaving the inbox. ActionAds minimise friction and maximise conversions by enabling “in-channel conversion,” seamlessly blending personalised targeting with direct interaction.

Additional Reading

Attention and Monetisation

Together, the five pillars of the new email ecosystem – AMP, Email Envelope, Atomic Rewards, Containers, and ActionAds – create a framework that revolutionises email’s potential. They form a unified strategy to enhance email engagement, retention, and revenue generation. This paradigm shift transforms email into an app-like experience, creating new possibilities for brand-user interactions and elevating email from a one-way channel into a dynamic two-way platform.

A crucial refinement is to view Atomic Rewards, Containers, and ActionAds as integral components of the Email Envelope. These elements work synergistically within the email’s structure to attract users, maintain engagement, and drive action. The Email Envelope thus becomes the primary interface housing these innovations, positioning it as the cornerstone of this transformative ecosystem.

BEAM (Better Email for Attention and Monetisation) encapsulates this revolutionary approach to email marketing. It leverages the five pillars to create a more engaging, interactive, and profitable email ecosystem. BEAM transforms traditional email into a dynamic platform that captures attention, drives engagement, and opens new revenue streams. It’s not merely about sending emails; it’s about creating an immersive, app-like experience that keeps users returning to their inbox consistently.

This integrated approach opens up new possibilities for personalisation and data collection. User interactions provide valuable zero-party data, fuelling AI-driven personalisation and enabling brands to deliver increasingly relevant content and offers.

Multi-monetisation is another key advantage of this ecosystem. Brands can now tap into new revenue streams: hosting ActionAds from non-competing brands, offering premium content or experiences in exchange for Mu, and creating sponsored Containers with partner brands. BEAN (Brand Email Ad Network) facilitates these opportunities, creating a marketplace where brands can efficiently match their ads with suitable email audiences, all while respecting user privacy through a secure “clean room” environment.

These innovations help brands build stronger, more durable customer relationships, aligning perfectly with the Anti-Acquisition framework and reducing the need for costly customer reacquisition efforts.

For users, the new ecosystem transforms the inbox into a personalised content hub, offering an interactive, rewarding environment instead of a cluttered inbox full of static messages.

This ecosystem also integrates seamlessly with other marketing channels, enhancing omnichannel strategies. Insights from email interactions can inform social media campaigns, mobile push notifications, and even in-store experiences, creating a cohesive brand experience across all touchpoints.

As email evolves into a robust engagement platform, it could become the centrepiece of digital marketing strategies. The inbox may become the primary interface between brands and consumers, reducing dependence on third-party platforms and giving brands more control over their customer relationships.

Furthermore, as privacy concerns grow and third-party cookies are phased out, email’s role becomes increasingly critical. With its basis in first-party data and direct customer relationships, this new email ecosystem offers a privacy-friendly alternative to many current digital marketing practices.

This reimagining of email represents a strategic shift in customer engagement, retention, and the anti-acquisition mindset. By transforming the inbox into an interactive, value-driven space, we’re not only addressing the challenges of today’s email marketing but also laying the groundwork for the next generation of digital customer relationships.

Additional Reading

B2C Newsletters – 1

While BEAM (Better Email for Attention and Monetisation) and BEAN (Brand Email Ad Network) create the foundation for more engaging brand newsletters, there is an urgent need to go further. Today’s inbox is an untapped frontier for deeper customer engagement and brand loyalty, and to unlock this potential, we need to create a new class of B2C newsletters that leverages the full power of email innovation and demonstrate the possibilities. I outlined the emerging framework for such newsletters in two recent essays.

In An Email 2.0 Newsletter for All, I wrote: “The key to making Email 2.0 as the next new channel for marketers for their customer engagement messaging is by bringing attention to the email inbox with a service which becomes part of our lives. What is needed is an Email 2.0 newsletter which we all want to subscribe to – and read as a daily habit. This is the mountain which needs to be climbed to make Email 2.0 a commercial success. WhatsApp grew thanks to its easy personal and group messaging capabilities on the mobile, which started replacing the clunky SMS which never grew up. Email 2.0 needs a “killer app” – something which gives us a reason to open our inboxes, and then share with our network. What can such a service look like?… It must be an email sent daily at the same time… It must have an incentive to open and engage… The email body has to be unlike what people have ever seen before… Gen AI can power these AMPlets.”

I then listed some starting ideas for newsletters:

News – a carousel of the latest stories, which refreshes each time the email is opened
Quizzes – on a wide variety of topics. See Quizzing in Email: An Innovation in the Inbox.
Puzzles and Games – like word jumbles, Wordle, crossword clues, math challenges, roulette, blackjack, card games. See Gamelets: Rethinking Rewards Redemption.
Factoids – fun-to-know info. Could be made interactive with a True or False question.
Insta-polls – with results being shown as soon as the selection is made
Recos – for books, movies, OTT shows, apps
Storylines – Short stories that continue in each email, enticing readers to open the next one
Quotes from books and people
Better Me – tips on how to eat and live better
Words and their meanings
Amazing images – to spark one’s imagination
Predictions – and how they compare with what others said, and the actual outcomes

In Consumer Epps for Inbox Attention, I wrote: “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… 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 [is] needed.”

I discussed MyToday, a service I had created a few years ago. “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.” I also discussed some examples:

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.

One B2C game platform idea I recently discussed is a prediction market called WePredict. It’s a platform where users can engage in forecasting various events, leveraging collective insights to make predictions while enjoying an interactive gaming experience.

B2C Newsletters – 2

The B2C newsletters discussed can emerge as a powerful showcase for the “new way to email” – transforming static, one-dimensional messages into dynamic, interactive experiences that rival the engagement of websites and apps. These innovative newsletters can serve multiple crucial functions in the evolution of email marketing. Firstly, they act as a living laboratory, allowing ESPs (Email Service Providers) to experiment with and refine new ideas before introducing them to brands. This iterative process ensures that only the most effective and engaging concepts make their way into mainstream email marketing strategies.

Secondly, they provide a practical platform for showcasing the value of Mu, the micro-incentive system. By incorporating Atomic Rewards into newsletters, brands can demonstrate how gamification turns email into a rewarding, habit-forming activity for users. Each interaction within the email ecosystem—be it opening a newsletter, engaging with interactive content, or completing a survey—becomes an opportunity to earn Mu. These rewards can be redeemed for exclusive offers, discounts, or other perks, making email engagement both fun and valuable for consumers. This gamification approach not only increases user engagement but also provides brands with valuable data on user preferences and behaviours.

Most importantly, these newsletters have the potential to redefine how users interact with their inboxes, creating new habits and expectations. By offering compelling, personalised content that updates in real-time, B2C newsletters can actively shape consumer behaviour, paving the way for a future where the inbox is a destination for engagement, not just communication. In an era where inboxes are often inundated with generic, static messages, this shift toward a more dynamic, app-like experience provides users with a compelling reason to return to their inbox multiple times a day.

B2C newsletters, when combined with BEAM (Better Email for Attention and Monetisation) and BEAN (Brand Email Ad Network) form a powerful triad that will drive the new email ecosystem forward. They are built on the five pillars of AMP, Email Envelope, Atomic Rewards, Containers, and ActionAds. This integrated approach moves beyond the limitations of traditional email marketing, unlocking the potential of multi-monetisation, hyper-personalisation, and long-term engagement. By embedding interactive content, real-time updates, and rewarding incentives directly into the email experience, this ecosystem can significantly reduce reliance on costly customer acquisition efforts and foster stronger, more profitable customer relationships.

This triad represents the future of email marketing – a world where both consumer and brand newsletters are no longer static blasts but dynamic, interactive platforms that provide value, personalisation, and long-term engagement, transforming the very nature of the inbox. By creating a more engaging and valuable email experience, this new ecosystem has the potential to recapture user attention that has been increasingly fragmented across various digital platforms.

Moreover, this revolutionary approach to email marketing presents a significant economic opportunity. This new email ecosystem can unlock tens of billions of dollars of AdWaste for ESPs, publishers, and advertisers. By redirecting funds from inefficient acquisition strategies to more targeted, engaging, and measurable email campaigns, businesses can dramatically improve their return on marketing investment. This shift not only benefits brands but also creates new revenue streams for ESPs and publishers, who can leverage this enhanced engagement to offer more valuable advertising opportunities.

Active Database

In the context of BEAM and BEAN, every brand’s email list can be divided into two distinct segments: the Active Database and the Inactive Database. Understanding the unique dynamics of these two groups is crucial for maximising engagement, monetising attention, and efficiently utilising marketing resources within the new email ecosystem.

The active database comprises subscribers who regularly engage with a brand’s emails. These users open, click, and interact with the content, making them prime targets for deeper engagement and monetisation strategies.

Driving More Engagement

To sustain and elevate engagement, brands need to focus on making the body of the email more dynamic, interactive, and personalised. Here, the Email Envelope concept comes into play, housing various interactive elements. By incorporating elements like Email Minis – subscriptions to specialised email-based micro-apps – brands can significantly boost retention and interest. These Minis deliver bite-sized, interactive content such as surveys, quizzes, and product recommendations, encouraging users to engage repeatedly with minimal effort.

Leveraging Mu (Atomic Rewards) as a gamification tool further incentivises users to take actions such as opening emails or completing tasks within the email, adding a layer of fun and motivation. This aligns perfectly with the BEAM framework, enhancing both attention and monetisation by driving frequent and sustained interactions.

In addition, integrating dynamic Containers, which house micro-experiences directly within the email, adds another level of interactivity. Whether it’s real-time news updates, personalised content, or mini-games, Containers enable brands to keep their emails fresh and compelling, ensuring every interaction feels new and valuable. This approach embodies the app-like experience central to the new email ecosystem, encouraging users to return to their inbox with the same frequency and enthusiasm they might check a mobile app.

Zero-Party Data for Personalisation and Targeting

The active database presents a valuable opportunity to collect Zero-Party Data (ZPD), which is data voluntarily shared by users. This can be harnessed to refine personalisation strategies, enabling brands to deliver hyper-personalised content and highly targeted ads based on each individual’s self-expressed preferences. Unlike inferred data, ZPD provides more accurate insights into user behaviours and interests, allowing brands to serve more relevant, personalised emails and ads with greater precision, ultimately improving both user experience and return on ad spend. This aligns seamlessly with the AI-driven personalisation capabilities central to the BEAM framework.

Containers, with their dynamic and interactive nature, offer an excellent mechanism for collecting ZPD. By embedding engaging elements such as quizzes, polls, and preference selectors within the email, brands can encourage users to voluntarily share their preferences, interests, and needs. For instance, a quiz on product choices or a poll on content preferences allows users to interact meaningfully with the email while providing brands with valuable, self-disclosed data. These interactions are seamless and feel less intrusive than traditional data collection methods, as they are integrated naturally into the email experience. Over time, as users engage more with these Containers, brands can build comprehensive digital profiles of each subscriber, enhancing the precision of future personalisation and ad targeting efforts. This enables brands to deliver hyper-personalised offers, product recommendations, and ads that deeply resonate with the user’s individual preferences and needs.

Monetising Attention via ActionAds

Monetising attention in the active database is the next frontier for email marketing. ActionAds, a key component of BEAN, allows brands to place ads that users can interact with directly within the email. These highly targeted, in-email ads drive engagement without the friction of redirecting users to external websites. ActionAds could be part of an in-house media network or facilitated through an exchange/network to run third-party ads.

By allowing non-competing brands to place relevant ads within their emails, brands can monetise email real estate, creating new revenue streams. This approach transforms transactional and promotional emails into a dynamic platform for generating additional income, all while maintaining and even enhancing user engagement. By combining the power of ActionAds with personalised content and dynamic interactivity, the active database becomes not just a tool for engagement but a crucial revenue driver in the new email ecosystem, revolutionising the economics of email marketing.

Inactive Database

The inactive database consists of users who have stopped engaging with a brand’s emails, often considered a lost segment by marketers. However, instead of writing these users off and resorting to costly reacquisition efforts via Big Adtech, brands should explore more effective reactivation strategies via email. This approach aligns perfectly with the anti-acquisition mindset central to BEAM and BEAN, which prioritises deepening relationships with existing customers over the relentless pursuit of new ones.

Reactivating inactive users can be approached in two primary ways.

Direct Reactivation via the Brand’s Own Domain

This method involves sending targeted reactivation campaigns directly from the brand’s email domain, capitalising on the established permission granted by the user’s email subscription. The key to success lies in offering something compelling, such as:

Special offers or discounts to entice users back
Personalised incentives based on previous behaviour, tailoring content to each user
Re-engagement prompts that remind subscribers of the brand’s value proposition

Incorporating AMP and Atomic Rewards (Mu) makes these emails dynamic and interactive. AMP enables in-email actions, allowing users to complete tasks such as browsing products or filling out surveys without leaving the email. This reduces friction and encourages immediate interaction.

Adding Mu in the subject line creates curiosity and motivates users to open the email. Offering Mu points for engaging with content like quizzes or offers within Containers adds a layer of gamification. These micro-rewards can be redeemed for discounts or perks, encouraging continued interaction.

By making emails more interactive, personalised, and rewarding, brands can effectively re-engage dormant subscribers and foster long-term engagement through these dynamic reactivation campaigns.

Indirect Reactivation via Third-Party Emails

This innovative strategy involves reaching out to inactive users through third-party emails, allowing brands to reconnect with subscribers who may still be actively engaging with content from other sources. By leveraging external email ecosystems, brands can create a new touchpoint to reignite interest. The key components of this approach include:

Using BEAN (Brand Email Ad Network) to partner with email publishers who reach relevant audiences, ensuring the brand’s reactivation efforts appear in the right context.
Displaying reactivation-focused ActionAds within third-party emails, offering targeted, in-email actions that allow users to engage without leaving their inbox.
Leveraging Email Minis to bundle relevant, bite-sized content with personalised reactivation offers, making the experience more engaging and less intrusive.

For instance, a fitness brand could partner with a popular health-related newsletter to place an ActionAd offering a short series of wellness content along with special discounts on workout gear to former subscribers. By aligning the ad with content that the user is already interested in, the brand maximises its chances of reconnecting with disengaged users in a natural and non-intrusive way. This method expands the reach of reactivation efforts beyond the brand’s own email domain, helping to win back users who may have stopped engaging with direct brand communications but remain active elsewhere.

The Anti-Acquisition Approach

Both strategies align with the anti-acquisition framework by focusing on re-engaging existing subscribers rather than chasing new ones. Benefits include:

Lower costs compared to reacquisition efforts
Targeting users already familiar with the brand
Unlocking untapped potential within the inactive database
Increasing customer lifetime value without expensive reacquisition

ZeroCPM – 1

A significant, often overlooked incentive for adopting the new email ecosystem lies in addressing the staggering $350 billion annual spend wasted on reacquisition and wrong or low-value customer acquisition. This inefficiency in marketing budgets is almost 50 times the size of the current email delivery market that ESPs (Email Service Providers) typically tap into. This creates a unique opportunity: could ESPs rethink their revenue model and, instead of charging brands for email delivery, leverage a monetisation strategy that offers ZeroCPM (zero cost per thousand emails)?

Here is what I have written about ZeroCPM in previous essays.

Email’s New Triad: AMPs, Epps, Ads: “On the monetisation front, ads in email have not largely limited to newsletters sent by media companies. This is about to change. Action Ads in emails will create a new revenue stream for list owners (ecommerce companies, publishers, writers). These ads, which can factor in identity (email address) and process payments, can create new business models around email. Instead of CPM-based pricing, emails could conceivably become free (“ZeroCPM”) with revenue sharing between the list owner and the email service provider.”

Upgrading Email Marketing: Epps, ActionAds, and More: “An alternative to CPM, the CPA model prices emails based on the actions taken by recipients. This performance-based approach could involve “ZeroCPM,” where there is no upfront cost for sending emails, and a payout occurs only when users perform specific actions within the email, such as clicking a link, filling out a form, or making a purchase. This model aligns costs directly with outcomes, making it attractive for marketers focused on ROI. It incentivises email platforms to optimise for engagement and conversion, ensuring that the innovations like AMPlets and Epps deliver measurable value.”

Email Envelope: Eight Elements to Energise Engagement: “Performance Pricing transforms the email marketing cost structure by shifting from traditional volume-based pricing to a model directly aligned with campaign performance. Building on the ZeroCPM concept, this approach changes the dynamics between Email Service Providers (ESPs) and their clients. The ZeroCPM model eliminates upfront costs per thousand emails sent, instead tying compensation to specific outcomes such as conversion-based pricing (fees based on actual sales or sign-ups), engagement-based pricing (costs tied to open rates, click-through rates, or time spent interacting with the email), revenue share models (ESPs receiving a percentage of revenue generated from email campaigns), and action-based pricing (charges based on specific user actions within interactive email elements). This outcomes-based approach offers several benefits: risk sharing between ESPs and clients, incentivising ESPs to improve email performance and deliverability, and encouraging innovation in email engagement strategies. Performance Pricing, combined with the ZeroCPM model, transforms email marketing from a cost centre to a performance-driven, ROI-focused channel, aligning the interests of ESPs, marketers, and end-users, and driving the industry towards more effective, value-driven email communications.”

ZeroCPM – 2

ZeroCPM envisions a future where email delivery is free for brands, drastically reducing costs for customer communication. This revolutionary approach challenges the traditional email service provider business model, opening up new possibilities for both ESPs and brands. Instead of relying on conventional email service fees, ESPs could monetise brand emails through ActionAds – interactive, in-email ads that seamlessly blend with brand content, allowing users to engage without leaving their inbox. These ads could be part of an in-house media network or facilitated through third-party exchanges, creating a new revenue stream for ESPs and brands alike.

The concept of ActionAds represents a paradigm shift in email advertising. Unlike traditional display ads that require users to click through to external websites, PII-powered ActionAds leverage the interactive capabilities of AMP technology to enable user actions directly within the email. This could include making purchases, signing up for services, or participating in surveys – all without leaving the inbox. By reducing friction and enhancing user experience, ActionAds have the potential to dramatically improve conversion rates and engagement metrics.

For brands, this shift would mean they can run large-scale, highly-targeted email campaigns without worrying about the rising costs of customer communication. With ActionAds embedded in transactional or promotional emails, brands could generate additional income while simultaneously engaging customers with relevant content. This method not only offsets email delivery costs but also transforms the email channel into a revenue driver. Moreover, the rich data generated from user interactions with ActionAds can provide valuable insights for further personalisation and targeting, creating a virtuous cycle of improved engagement and increased revenue.

The ZeroCPM model, powered by ActionAds, aligns perfectly with the anti-acquisition framework central to BEAM and BEAN. By reducing the cost barrier for email communication, brands can focus more on nurturing existing customer relationships rather than constantly chasing new acquisitions. This shift in focus from acquisition to retention and engagement can lead to significant improvements in customer lifetime value and overall marketing efficiency.

By adopting this model, ESPs could position themselves as key players in solving the enormous problem of marketing inefficiency, enabling brands to reduce their dependency on costly reacquisition efforts. As brands shift their focus towards retention and reactivation, the new email ecosystem – powered by ZeroCPM and ActionAds – can unlock vast untapped potential, creating a win-win for both ESPs and the brands they serve.

Because every email sender is both a publisher and an advertiser, the implementation of ZeroCPM and ActionAds represents a fundamental reimagining of the email marketing landscape. It transforms email from a cost centre into a profit centre, aligns the interests of ESPs and brands more closely, and creates a more engaging, interactive experience for end-users. As this model gains traction, it has the potential to reshape the entire digital marketing industry, redirecting billions of dollars from inefficient acquisition strategies towards more effective, targeted engagement through email.

To summarise: the new email ecosystem’s five foundational pillars – AMP, Email Envelope, Atomic Rewards, Containers, and ActionAds – create a powerful framework that transforms email into an interactive and dynamic platform. B2C newsletters showcase the immense potential of this system, demonstrating how brands can move beyond static messages to personalised, engaging content that drives repeated interaction. On the B2B side, BEAM and BEAN build a foundation for monetisation and personalisation through ActionAds and zero-party data, unlocking new revenue streams while enhancing user experience. By segmenting email databases into active and inactive groups, brands can optimise engagement and reactivation strategies, tapping into the vast potential of underutilised subscribers. The introduction of ZeroCPM offers an innovative solution to the $350 billion wasted on inefficient acquisition, allowing brands to eliminate email delivery costs and monetise their communications through ActionAds. This holistic approach not only reimagines the economics of email marketing but also unlocks vast potential in reducing AdWaste.

Postscript: After I wrote this essay, I realised that this new email ecosystem needed a name – a term that encapsulates its revolutionary nature and distinguishes it from traditional email marketing. The word I came up with is “NeoMail.” This term reflects the rebirth of email as a dynamic, interactive, and value-driven medium. NeoMail represents not just an evolution, but a complete reimagining of what email can be in the AI age. It’s a vision of email that’s new, powerful, and poised to redefine how brands and consumers interact in the digital space.

Engineering a New Email Ecosystem

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