Author: Rajesh Jain

Published June 29, 2024

1

Yesterday and Tomorrow

When I discuss email with marketers in India, I often encounter various reactions:

• Who even looks at email today? It’s full of spam.
• My inbox? It only has ads and receipts.
• Email is for oldies. The young have moved on to WhatsApp.
• Email’s ROAS is lower than SMS and WhatsApp.
• Our open rates and CTRs are so low. The creative and content effort isn’t worth it.
• What is email good for?

I listen to their frustrations, correct some misconceptions, and then introduce them to the new world of email that’s on the horizon:

• Indian customers may not be opening your emails, but did you know that over 100 million Indians open at least one email daily? This number rises to over 150 million in a month. They may not be opening your email, but they are definitely opening other emails.
• Big changes are coming to email. Google, Yahoo, and Microsoft are making it harder for spam to reach the inbox. BIMI ensures that brand emails are clearly identified.
• When done right, there’s no better channel than email for branding and engagement. If you had a million customers to interact with daily, sending an SMS would cost Rs 5 crore a year, while WhatsApp would cost Rs 30 crore a year. In contrast, email costs just Rs 35 lakh a year.
• WhatsApp is excellent for bottom-of-funnel conversations and real-time alerts (like flight gate changes), but for all other use cases, email is superior.
• Reaching customers is becoming harder with WhatsApp due to new limits on the number of marketing messages that can be sent to consumers.
• In the US, 20-40% of eCommerce revenue comes from emails.
• Generative AI will dramatically reduce email creation costs.
• You’re describing yesterday’s one-way emails. Tomorrow’s emails will be two-way, reducing frictions and increasing actions within emails by 5-15X.
• As for the young moving away from email, that’s about to change as email apps (“Epps”) make email exciting again. Epps will go a long way in solving the inbox open problem and making email cool once again.

The good news is that push channels are evolving into what I term “Channels 2.0.” Email, RCS, and WhatsApp are all becoming interactive, reducing friction for consumers. In-channel conversion is making inbox commerce, banking, broking, and more possible. “Agentic AI” will enable hyper-personalisation as a new world of Large Customer Models, Digital Twins, Co-Marketer, Mirror World, and Generative Journeys come to life. Marketers will be able to influence actions and reduce attention recession by building hotlines, anticipate intent with “N=1 data intelligence,” and stay a step ahead of customers. This new world of higher LTV and lower CAC will enhance brand profitability.

Central to this future will be Epps, bringing the 5 As to the email inbox: attraction, attention, action, addiction (in a good way), and acquisition (growing email’s overall user base). The era of Epps is coming – and it will herald the golden age of martech, enabling better engagement, conversion, and retention, thereby reducing AdWaste and increasing profitability.

In this essay, I will delve deeper into Epps and explore how they will pave the way for a new ’email-verse’ that revolutionises digital engagement.

2

Power

Epps embody the transformative potential of email, bringing together the 5 As:

• Attraction: Epps draw users in with unique content and experiences to the inbox. Epps will make users want to check their inbox multiple times a day.
• Attention: By providing interactive and personalised experiences, Epps hold the users’ focus and encourage them to spend more time within the email – and therefore the inbox.
• Action: Epps enable users to complete tasks directly within the email, such as making a purchase, booking an appointment, or filling out a form, thereby driving higher engagement and conversions.
• Addiction: Epps create a compelling user experience that encourages repeated interactions, turning email into a habitual touchpoint.
• Acquisition: Epps help grow the email user base by attracting new users, including those who primarily use other messaging platforms like WhatsApp, thereby expanding the reach and influence of email.

Here is a summary from my previous essay which shows the transformative power of Epps.

Key Characteristics

• Use AMP in Email: Leverage AMP technology to create interactive and dynamic experiences within the inbox, transforming static emails into app-like interfaces.
• Multi-Screen Implementations: Handle complex, multi-step processes across multiple screens within a single email, mimicking the experience of using a mobile app or website.
• Backend Database Interaction: Connect to backend databases for real-time data fetching and submission, ensuring personalized and up-to-date content.
• Dynamic Updates: Update dynamically each time the email is opened, providing the most recent information or status, ideal for real-time applications.
• Self-Contained Functionality: Fully functional within the email, eliminating the need to visit external websites or apps, enhancing user convenience.
• No Companion Website or App: Operate entirely within the email inbox, distinguishing Epps from traditional digital experiences and positioning them as standalone solutions for engagement, interaction, and transactions.

Epps as a Game Changer

• Interactive Experiences: Transform static emails into engaging, interactive platforms that can handle various user tasks without leaving the inbox.
• Enhanced User Navigation: Allow seamless navigation through different sections and forms within the email, similar to using a mobile app or website.
• Real-Time Data Updates: Ensure that users always see the most current information, such as latest scores, live polls, or event updates.
• Increased User Convenience: Reduce friction by enabling users to complete necessary actions directly within the email.
• Stand-Alone Engagement: Function independently from websites and apps, serving as a primary platform for user interaction and engagement.
• Potential to Replace Traditional Platforms: Offer a more integrated and user-friendly experience that could replace traditional websites and mobile apps for certain use cases.

Epps in Brand Strategy

• Third Major Property for Brands: Alongside websites and mobile apps, Epps can serve as a critical property for brand engagement and interaction.
• Independent Operation: Each platform (website, mobile app, Epp) has its unique strengths and can operate independently, offering flexibility in brand strategy.
• Evolving Digital Presence: As businesses shifted from websites to mobile apps, a similar trend may occur with Epps, with websites primarily capturing subscriptions and showcasing Epps.
• Primary Platform for Engagement: Epps have the potential to become the main platform for user engagement, reducing reliance on traditional websites and apps.

By embodying these characteristics, Epps represent a significant evolution in email technology, offering a more integrated, interactive, and user-friendly experience that can revolutionise how brands engage with their audience. As I wrote: “The power of push, the familiarity of the inbox, and the interactivity of Epps create a compelling platform for capturing attention, driving engagement, and facilitating actions – exactly what brands need to maximise conversions.”

3

Consumer Epps – 1

Epps will revolutionise how we interact with apps by reimagining many we are familiar with and creating new ones that reside entirely within the inbox. This innovation eliminates the need to navigate through dozens of apps across various screens on a mobile phone. Epps can be “starred” in Gmail for easy access via the “Starred” folder. Atomic Rewards in the form of Mu can incentivise email opens and actions. AMP’s ability to dynamically fetch content ensures that each time the email is opened, the content is fresh and up-to-date. A single email in Gmail’s or Yahoo’s starred folder can provide fresh content for 30 days, helping to declutter the inbox. [AMP emails have a validity of 30 days.]

With this background, let’s reimagine some of the common apps for news, sports, and stocks as Epps.

News Epps

• Real-Time Updates: With AMP’s dynamic content capabilities, news Epps can provide live updates on breaking news, weather alerts, and trending stories, ensuring users always have the latest information at their fingertips.
• Personalised News Feeds: Users can receive tailored news updates based on their preferences and reading history. Epps can curate articles from various sources, ensuring that readers get the most relevant and interesting content. (Think of an RSS reader as an Epp.)
• Interactive Features: News Epps can include polls, quizzes, and comment sections, allowing readers to engage with the content and other users directly within the email.
• Action Ads: Traditional newsletters from media sites aim to drive clicks to their website or app to monetise attention through display ads. With Epps, these ads can be seamlessly integrated within the email itself and made actionable. The ad’s landing page can be incorporated directly into the email, eliminating any friction in the response process, thus potentially increasing monetisation.

Sports Epps

• Live Scores and Highlights: Sports Epps can deliver real-time scores and play-by-play updates directly to the inbox. Users can stay updated on their favourite teams and events from the inbox without needing to open the app.
• Fantasy Sports Integration: Fans can manage their fantasy sports teams, track player performances, and make real-time changes based on live game data, all within the email.
• Interactive Schedules and Tickets: Users can view upcoming game schedules, purchase tickets, and set reminders for their favourite matches, making it easier to stay connected with the sports world.

Stocks Epps

• Personal Portfolio Management: Stocks Epps can provide users with a comprehensive view of their investment portfolios, including real-time stock prices, performance metrics, and personalised insights.
• Market News and Analysis: Investors can receive curated news and analysis related to their investments, ensuring they are always informed about market trends and company updates.
• Trading and Alerts: Users can execute trades, set price alerts, and receive notifications about significant market movements, enabling them to make timely investment decisions directly from their inbox.

4

Consumer Epps – 2

I asked ChatGPT for suggestions on which other apps could be converted into Epps. Here are its suggestions.

1. E-commerce and Shopping
   • Interactive Catalogs: Browse products, view details, and make purchases directly within the email.
   • Personalized Offers: Receive tailored discounts and promotions based on shopping behavior and preferences.
2. Travel and Hospitality
   • Booking and Reservations: Search for flights, hotels, and rental cars, and complete bookings within the email.
   • Itinerary Management: View and manage travel itineraries, receive real-time updates, and access travel documents.
3. Finance and Banking
   • Account Management: Check account balances, view transaction history, and perform banking activities without leaving the inbox.
   • Loan Applications: Apply for loans and track application status directly within the email.
4. Health and Fitness
   • Appointment Scheduling: Book, reschedule, or cancel medical appointments within the email.
   • Fitness Tracking: Monitor workouts, set goals, and track progress using interactive charts and updates.
5. Entertainment and Media
   • Streaming Schedules: View and set reminders for upcoming shows and live events.
   • Interactive Content: Engage with multimedia content, participate in polls, and leave comments directly within the email.
6. Education and E-learning
   • Course Enrollment: Register for courses, view schedules, and access learning materials.
   • Progress Tracking: Monitor learning progress, view grades, and interact with course content.
7. Real Estate
   • Property Listings: Browse and interact with property listings, schedule viewings, and contact agents.
   • Virtual Tours: Experience interactive virtual tours of properties within the email.
8. Food and Dining
   • Online Ordering: Browse menus, place orders, and make reservations at restaurants.
   • Recipe Collections: Access and save recipes, watch cooking videos, and create shopping lists.
9. Event Management
   • Event Registration: Sign up for events, view schedules, and receive event updates.
   • Ticketing: Purchase and store event tickets, and receive reminders and notifications.
10. Nonprofits and Fundraising
    • Donation Drives: Make donations, track contributions, and receive updates on impact within the email.
    • Volunteer Coordination: Sign up for volunteer opportunities and track volunteer hours.

**

Two other exciting categories for Epps are quizzes and games. I previously discussed examples such as QShots and IndiaVotes YouPredict in my earlier essay. Imagine receiving some of the New York Times Games or LinkedIn Games as Epps directly in your inbox. For instance, I often play the free versions of the New York Times Games, but there are many days when I forget to open the app. An equivalent Epp would arrive in my inbox daily, significantly reducing the likelihood of me missing out.

Epps for quizzes and games offer several advantages. By delivering interactive content directly to the inbox, Epps can foster daily engagement and ensure users never miss a game or quiz. They adapt to user preferences, providing personalised recommendations and challenges based on past interactions. Users receive real-time updates on scores, rankings, and new challenges, enhancing the competitive aspect and keeping the experience fresh. Moreover, Epps integrate social features, allowing users to compete with friends, share scores, and collaborate on challenges, all within the email. This seamless access eliminates the need to switch between apps and platforms, providing a convenient and engaging gaming experience that enhances user retention and loyalty.

Each Epp updates with new challenges every day, ensuring users have fresh content to engage with regularly. The only action required is to open the appropriate Epp in the “starred” mail folder. By transforming quizzes and games into Epps, developers can create engaging, interactive experiences that seamlessly integrate into daily routines, driving higher engagement and ensuring users never miss out on their favourite activities. Epps can thus make email attractive to a wide range of consumers, encouraging them to open their inbox multiple times a day. This increased frequency will, in turn, boost the likelihood of them engaging with brand emails.

5

Killer Epp

While we have discussed a whole range of ideas for Epps, I started thinking about what could be the killer “Epp” – one which brings people back daily and also attracts first-time email users to the channel? I began by putting the question to the AIs. Here are their responses.

ChatGPT

Personalized Daily Digest Epp

Key Features:

1. News and Current Events:

1. • Tailored News Updates: Provide personalized news articles based on user preferences and reading history.
   • Breaking News Alerts: Offer real-time updates on major events and headlines.

2. Interactive Quizzes and Games:

1. • Daily Challenges: Include a variety of quizzes and games (crosswords, Sudoku, trivia) that update daily to keep users engaged.
   • Leaderboard and Rewards: Feature a leaderboard to encourage competition among users and offer rewards for high scores.

3. Stocks and Financial Updates:

1. • Real-Time Portfolio Tracking: Allow users to monitor their stock portfolio with up-to-date information.
   • Market News and Insights: Provide relevant financial news and analysis based on user investments.

4. Health and Fitness:

1. • Daily Fitness Tips: Share personalized fitness advice and workout plans.
   • Progress Tracking: Enable users to log workouts and track progress directly in the email.

5. E-commerce Deals and Offers:

1. • Personalized Recommendations: Suggest products based on user browsing and purchase history.
   • Exclusive Deals: Include special offers and discounts that are only available through the Epp.

6. Entertainment and Events:

1. • Upcoming Events: Notify users about local events, concerts, and shows.
   • Streaming Schedules: Provide updates on new releases and upcoming shows on popular streaming platforms.

Why It Works:

• Comprehensive and Personalized: By combining news, games, financial updates, health tips, shopping deals, and entertainment, the Epp caters to a wide range of interests, making it a daily go-to resource.
• Engagement and Retention: The interactive elements and daily updates ensure that users have a reason to return to the Epp every day.
• Ease of Use: Since everything is contained within the email, users don’t need to switch between multiple apps, making the experience seamless and convenient.
• Attracting New Users: The diverse content and engaging features can attract first-time email users, showing them the value of email beyond just communication.

This Personalized Daily Digest Epp would be a versatile and compelling tool to keep users coming back to their inbox daily while also appealing to new users by offering a rich, interactive experience directly within their email.

Claude

A killer “Epp” that could bring people back daily and attract first-time email users would be a personalized, AI-powered content curation and engagement platform. This Epp would combine elements of news, entertainment, learning, and gamification to create a unique, compelling, and habit-forming experience within the email inbox.

Key features of this killer Epp could include:

1. Personalized content feed: The Epp would use AI to curate a daily feed of articles, videos, podcasts, and other content tailored to each user’s interests, preferences, and browsing history. This ensures that users always have fresh, relevant, and engaging content to consume directly within the email.
2. Interactive learning modules: Users can access bite-sized, interactive learning modules on various topics, from personal finance and career development to hobbies and skills. The Epp would track progress, offer quizzes and challenges, and provide personalized recommendations for further learning.
3. Gamification and rewards: The Epp would incorporate game-like elements, such as daily challenges, streaks, and leaderboards, to encourage regular engagement and friendly competition among users. Users can earn points, badges, or real-world rewards for completing tasks, sharing content, and inviting friends to join.
4. Social connectivity: Users can connect with friends, colleagues, and like-minded individuals within the Epp, allowing them to share content, collaborate on challenges, and discuss topics of interest. This social aspect fosters a sense of community and encourages users to return daily to interact with their network.
5. Seamless integration with other services: The Epp would integrate with popular services like calendar apps, task managers, and productivity tools, allowing users to manage their daily lives more efficiently from within the email inbox.
6. Personalized recommendations and insights: Using AI and machine learning, the Epp would provide personalized recommendations for content, products, and services based on user behavior and preferences. It would also offer insights and analytics to help users understand their consumption patterns and make more informed decisions.

By combining these features into a single, immersive Epp experience, this killer Epp would become a daily destination for users seeking information, entertainment, personal growth, and social connection. The personalized, dynamic nature of the content and the rewards for regular engagement would make it highly addictive, encouraging users to check their email inbox multiple times a day.

Moreover, the unique blend of content, learning, and gamification would attract first-time email users, particularly younger audiences who may not have previously seen the value in using email extensively. The social aspects and the ability to earn rewards would further incentivize these new users to adopt email as a primary communication and engagement channel.

As this killer Epp gains popularity, it would drive increased traffic and engagement to the email inbox, benefiting not only the Epp itself but also other brands and marketers who rely on email to connect with their audience. This, in turn, would contribute to the overall growth and revitalization of the email ecosystem.

Gemini

Here are some strong contenders for the killer Epp:

1. Personalized News Epp: This Epp would tick a lot of boxes. It offers the benefit of staying informed with real-time updates and curated content, all tailored to the user’s interests. This caters to the desire for convenience and avoids information overload.
2. Gamified Finance Epp: This Epp would leverage the addictive nature of games and gamification to make managing finances engaging. Imagine tracking investments, setting goals, and competing with friends (or the market) all within your inbox. This could attract a new audience, particularly younger demographics, to email and make finance management more engaging.
3. Interactive Entertainment Epp: This Epp could offer bite-sized entertainment experiences like quizzes, puzzles, or polls directly in the inbox. It provides a quick mental break or social interaction without needing to download a separate app. This could be particularly appealing to busy professionals who crave short bursts of entertainment throughout the day.

The “killer Epp” will likely depend on the specific target audience. However, all three options share some key strengths:

• High Daily Engagement: They all offer fresh content or challenges daily, encouraging users to return to their inbox.
• Low Barrier to Entry: They require minimal effort from the user – just opening the Epp in their starred folder.
• Social Interaction: They can incorporate social features like leaderboards or competitions with friends, fostering a sense of community within the email platform.

Ultimately, the most successful Epp will likely be a combination of these elements, offering a compelling user experience that seamlessly integrates into daily routines and provides value beyond just traditional email communication.

6

Prediction Markets Epp – 1

My idea for a killer “Epp” is a prediction markets game based on a pari-mutuel betting system with play money (Mu). Let’s call it “WePredict.” (I have discussed prediction markets in a previous essay.) I worked with ChatGPT to define the game.

Let’s begin by understanding the pari-mutuel betting system.

Let’s say there is a prediction market for the outcome of a sports event: “Who will win the football match between Team A and Team B?”

Steps:

1. Bets are Placed:

1. • Users place their bets on either Team A or Team B using play money (Mu).
   • For simplicity, let’s assume there are 10 users betting a total of 1,000 Mu, distributed as follows:
     • 6 users bet a total of 600 Mu on Team A.
     • 4 users bet a total of 400 Mu on Team B.

2. Total Pool:

1. • The total betting pool is 1,000 Mu (600 Mu on Team A + 400 Mu on Team B).

3. Event Outcome:

1. • Let’s assume Team A wins the match.

4. Distribution of Winnings:

1. • Since Team A won, the total pool of 1,000 Mu will be distributed among the 6 users who bet on Team A.
   • Each winning user’s payout is determined based on their share of the 600 Mu bet on Team A.

Calculation:

• Total Winnings Pool: 1,000 Mu.
• Winning Bets Pool: 600 Mu (total bet on Team A).
• Individual Share: Each winning user’s payout is calculated as their individual bet divided by the total winning bets, multiplied by the total pool.

For example, if a user bet 100 Mu on Team A:

• Their Share of Winning Bets Pool: 100 Mu / 600 Mu = 1/6.
• Their Payout: (1/6) * 1,000 Mu = 166.67 Mu.

So, this user would receive 166.67 Mu as their payout. The same calculation applies to each of the other winning bettors based on their individual bets.

Summary:

• Total Pool: 1,000 Mu.
• Team A Wins: 1,000 Mu distributed among 600 Mu worth of bets.
• Payout Ratio: Each Mu bet on Team A receives (1,000 Mu / 600 Mu) = 1.67 Mu.

This example shows how the pari-mutuel betting system works by pooling all bets and distributing the total pool proportionally among the winners based on their share of the total winning bets.

**

The dynamic odds in WePredict will continuously change based on user bets, creating an engaging and strategic experience that encourages users to keep returning to the Epp. Let’s see this via an example.

Initial Betting:

• Time Interval 1 (Start):
  • Total Pool: 1,000 Mu
  • Bets on Team A: 700 Mu (70%)
  • Bets on Team B: 300 Mu (30%)
  • Initial Odds:
    • Team A: 1.43 (1,000 Mu / 700 Mu)
    • Team B: 3.33 (1,000 Mu / 300 Mu)

Subsequent Betting:

• Time Interval 2 (Later):
  • Total Pool: 5,000 Mu
  • Bets on Team A: 1,000 Mu (20%)
  • Bets on Team B: 4,000 Mu (80%)
  • Updated Odds:
    • Team A: 5.00 (5,000 Mu / 1,000 Mu)
    • Team B: 1.25 (5,000 Mu / 4,000 Mu)

In this example, initially, the odds favoured Team A with 1.43 because the majority of bets were on them. As more users placed bets on Team B, the odds shifted for both teams, making the experience more dynamic and encouraging users to keep checking and adjusting their bets.

7

Prediction Markets Epp – 2

We can now discuss how WePredict will work. Here is the game defined in conjunction with ChatGPT.

Overview:

WePredict is a prediction markets game that leverages a pari-mutuel betting system with play money called Mu. This interactive and engaging Epp allows users to make predictions on various events, ranging from sports and politics to entertainment and financial markets. By participating in the game, users can test their predictive skills, compete with others, and earn rewards.

How WePredict Can Be Constructed and Played:

1. User Registration and Onboarding:

1. • Account Creation: Users sign up using their email and create a WePredict profile.
   • Initial Mu Allocation: Each new user receives an initial amount of play money (Mu) to start betting. (Mu can also be earned by participation in other activities – e.g. opening emails, playing quizzes, sharing personal information.)

2. Event Listings and Market Creation:

1. • Event Categories: Display a variety of categories such as sports, politics, entertainment, and financial markets.
   • Market Creation: Allow users to create prediction markets or join existing ones for upcoming events. Each market has a set closing date and time.

3. Placing Bets:

1. • Betting Interface: Users can place bets on different outcomes within each market. The interface shows the odds and potential payouts based on current bets.
   • Pari-Mutuel System: All bets go into a pool, and the payout is distributed among the winners based on the total pool and the number of correct bets.

4. Real-Time Updates:

1. • Market Updates: Show real-time updates of the odds and the total pool amount as more users place bets.
   • Dynamic Content: Ensure the email updates dynamically with the latest information each time it is opened.

5. Leaderboard and Rewards:

1. • Leaderboard: Display a leaderboard with top players based on their total Mu earnings.
   • Rewards and Badges: Offer virtual rewards, badges, and achievements for various milestones, such as making accurate predictions, participating in multiple markets, and topping the leaderboard.

6. Social Features:

1. • Friend Invites: Allow users to invite friends to join the game, fostering a competitive and social environment.
   • Sharing Predictions: Enable users to share their predictions and results on social media directly from the email.

7. Feedback and Insights:

1. • Prediction Analysis: Provide insights and feedback on users’ predictions, helping them improve their strategies.
   • Market Recaps: After each market closes, send a recap of the event, the correct outcome, and the final payouts.

Why WePredict Could Become a Killer Epp:

1. Engagement and Retention:

1. • Daily Interaction: The dynamic nature of prediction markets and the potential for daily updates keep users coming back to check and place new bets.
   • Competitive Element: Leaderboards and social sharing create a competitive environment that motivates users to stay engaged.

2. Educational and Entertaining:

1. • Learning Component: Users can learn about various events and markets while honing their predictive skills.
   • Fun and Gamified: The game-like nature makes the experience entertaining and enjoyable, increasing its appeal to a broad audience.

3. Social Connectivity:

1. • Community Building: Social features like friend invites and sharing predictions help build a community around the game.
   • Viral Potential: The sharing aspect can lead to viral growth as users invite friends and share their achievements.

4. Low Barrier to Entry:

1. • Play Money System: Using play money (Mu) lowers the risk, making it accessible and appealing to a wide range of users, including those who may be hesitant to bet real money.

5. Versatility and Scalability:

1. • Multiple Categories: Covering a wide range of events from different domains ensures that there is something for everyone.
   • Scalable Platform: The Epp can easily scale to include more markets and categories as user interest grows.

6. Monetization Opportunities:

1. • Sponsored Markets: Introduce sponsored prediction markets or events to generate revenue.
   • In-Game Purchases: Offer optional in-game purchases for additional Mu or special features.

**

WePredict relies on two key insights: our desire to know the future and the wisdom of crowds.

First, the game taps into our inherent curiosity and desire to predict future events. Whether it’s sports outcomes, election results, or market trends, people have always been fascinated by the challenge of forecasting what will happen next. This desire to know the future drives engagement, as users are motivated to place bets and see if their predictions come true.

Second, WePredict leverages the wisdom of crowds. This concept suggests that collective predictions made by a diverse group of individuals can often be more accurate than those made by a single expert. By aggregating bets from a large number of users, WePredict creates a dynamic and evolving market that reflects the collective intelligence and insights of its participants. This not only makes the game more exciting but also enhances the accuracy of the predictions, as the crowd’s collective judgment adjusts the odds in real-time based on the latest information and trends.

Together, these insights create a compelling and engaging experience, encouraging users to participate regularly and contribute to a continuously evolving and accurate prediction market.

By making it an Epp, the hope is that it become an attractor for the email inbox.  It can transform how users engage with their inbox by providing a fun, interactive, and socially connected experience that keeps them coming back daily. Its blend of education, entertainment, and competition makes it a potential killer Epp that attracts and retains users while fostering a vibrant and virally growing community.

8

WePredict: Critique

I asked Claude for an appraisal of the idea.

Your idea for a killer Epp, WePredict, based on prediction markets and a pari-mutuel betting system, is quite compelling. It effectively combines several key elements that could make it highly engaging and attractive to a wide range of users. Here’s my analysis of the strengths and potential challenges of your WePredict concept:

Strengths:

1. Engagement and Retention: The dynamic nature of the prediction markets, with constantly updating odds and the potential for daily interaction, creates a strong incentive for users to keep coming back to the Epp. The competitive element, driven by leaderboards and social sharing, further enhances user engagement and retention.
2. Educational and Entertaining: WePredict successfully balances education and entertainment. Users can learn about various events and markets while enjoying the gamified experience of making predictions and competing with others.
3. Social Connectivity: The social features, such as friend invites and prediction sharing, foster a sense of community and encourage users to invite others to join the platform. This viral potential can lead to rapid growth and increased user adoption.
4. Accessibility: Using play money (Mu) instead of real currency lowers the barrier to entry, making WePredict accessible to a broad audience, including those who may be hesitant to engage in real-money betting.
5. Versatility and Scalability: By covering a wide range of events from different domains, WePredict ensures that there is something for everyone. The Epp’s scalability allows for the addition of new markets and categories as user interest grows.

Potential Challenges:

1. User Acquisition: While the concept is engaging, attracting initial users to the platform may be challenging. Developing an effective marketing strategy to reach potential users and convince them to sign up will be crucial.
2. Balancing Simplicity and Depth: The pari-mutuel betting system, while intriguing, may be unfamiliar to some users. Striking the right balance between simplicity and depth in explaining the mechanics and ensuring users understand how to participate effectively will be important.
3. Maintaining Market Integrity: Ensuring the fairness and integrity of the prediction markets is essential. Implementing robust measures to prevent manipulation, insider trading, or other unethical practices will be necessary to maintain user trust.
4. Regulatory Compliance: Depending on the jurisdiction, prediction markets may be subject to legal and regulatory requirements. Ensuring compliance with applicable laws and regulations will be crucial for the long-term viability of the platform.
5. Monetization Strategy: While you mentioned potential monetization opportunities, such as sponsored markets and in-game purchases, developing a clear and sustainable revenue model that aligns with user expectations and maintains the platform’s integrity will be important.

Overall, WePredict has the potential to be a killer Epp that attracts and retains users while fostering a vibrant community. By tapping into the human desire to predict the future and leveraging the wisdom of crowds, it creates a unique and compelling experience that could transform how users engage with their email inbox.

However, addressing the potential challenges, particularly in terms of user acquisition, market integrity, regulatory compliance, and monetization, will be key to its long-term success. If these challenges can be effectively navigated, WePredict has the potential to become a highly popular and influential Epp in the email ecosystem.

9

Employee Epps

Employee Epps offer a powerful tool for enhancing employee engagement and communication within organizations. Despite AMP not being widely supported in most corporate inboxes, companies can encourage employees to map their personal Gmail or Yahoo IDs to their company-issued email IDs, unlocking the potential of Epps for employee engagement.

I asked ChatGPT to build on this idea and provide examples.

1. Training and Development Epps

• Interactive Learning Modules: Employees can access training materials and complete interactive learning modules directly within their email. Quizzes and assessments can be embedded to ensure understanding and retention of information.
• Personalized Learning Paths: Based on the employee’s role and career goals, personalized training recommendations and resources can be provided, keeping their development aligned with organizational needs.

2. Internal Communications Epps

• Company Newsletters: Deliver dynamic and interactive company newsletters that update in real-time with the latest news, events, and announcements.
• CEO Updates and Messages: Provide a platform for the CEO and other executives to share updates, videos, and messages, fostering a sense of connection and transparency within the organization.

3. Recognition and Rewards Epps

• Employee Recognition Programs: Highlight employee achievements and milestones through interactive emails that allow colleagues to congratulate and endorse each other.
• Reward Redemption: Employees can redeem points or rewards for their achievements directly within the email, enhancing motivation and engagement.

4. Event Management Epps

• Company Event Registrations: Facilitate the registration process for company events, meetings, and workshops through interactive forms embedded in emails.
• Event Reminders and Updates: Send dynamic reminders and updates about upcoming events, ensuring employees stay informed and engaged.

5. Surveys and Feedback Epps

• Pulse Surveys: Conduct quick and frequent pulse surveys to gauge employee satisfaction, gather feedback, and identify areas for improvement.
• Feedback Forms: Collect feedback on various initiatives, projects, and events through interactive forms that allow employees to share their thoughts easily.

6. Health and Wellness Epps

• Wellness Challenges: Organize wellness challenges and track progress through interactive emails, promoting a healthy and active workplace.
• Mental Health Resources: Provide access to mental health resources, tips, and support channels directly within the email, fostering a supportive work environment.

Implementation:

• Mapping Process: Guide employees through the process of mapping their personal Gmail or Yahoo IDs to their company-issued email IDs.
• Education and Training: Educate employees on the benefits of using their personal IDs for receiving Employee Epps and provide training on how to interact with these dynamic emails.

Benefits:

• Enhanced Engagement: Interactive and personalized Epps can significantly boost employee engagement by providing relevant and timely content.
• Improved Communication: Epps streamline internal communications, making it easier for employees to stay informed and connected.
• Increased Productivity: By delivering training, updates, and resources directly to the inbox, Epps can help improve productivity and efficiency within the organization.
• Positive Workplace Culture: Recognizing achievements, promoting wellness, and facilitating open communication contribute to a positive and cohesive workplace culture.

Conclusion

Employee Epps have the potential to transform corporate engagement by leveraging the interactive capabilities of AMP emails. Encouraging employees to map their personal email IDs to their company-issued email IDs opens up a new world of possibilities for training, communication, recognition, and more. By implementing Employee Epps, companies can create a more engaged, informed, and motivated workforce, ultimately driving organizational success.

**

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.

Consumer Epps, like WePredict, attract users with engaging and entertaining features, fostering habitual usage and increasing overall email engagement. Brand Epps enable businesses to deliver personalized, interactive, and frictionless experiences directly to their customers’ inboxes, driving loyalty, conversions, and revenue. Employee Epps streamline internal communications, enhance training and development, and boost employee engagement, contributing to a more motivated and productive workforce.

The convergence of these Epps heralds a new era for email, breathing new life into a tried-and-true communication channel. As Epps evolve and expand, they will unlock the untapped potential of email, transforming it from a reliable workhorse to a vibrant, multifaceted hub of digital life. This transformation benefits users by providing a more engaging and rewarding email experience and empowers businesses to build stronger, more meaningful relationships with their customers and employees.

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. Email is poised to reclaim its position as the most powerful and indispensable communication tool in the digital landscape.

Published June 28, 2024

1

Opportunities

AI is creating new opportunities for all companies. To capitalise on the future, companies will need to change and become AI-first. In my essay The 7½ Futures of Martech Companies, I had discussed the following themes (as summarised by ChatGPT):

1. Specialised Point Solutions: These are narrowly focused tools that address specific marketing challenges with high efficiency and effectiveness. They offer depth and customisation, allowing businesses to tailor functionalities to their unique needs, despite the industry’s shift towards integrated full-stack solutions.
2. Full Stack Solutions: Also known as Marketing Clouds, these platforms provide an integrated suite of technologies covering the entire marketing spectrum. They offer a seamless integration of diverse marketing functions, enhancing operational efficiency and customer engagement.
3. Progency: A transformative model blending martech products with agency services, focusing on maximising the lifetime value of existing customers. Progeny combines platform and personalised services, offering a one-stop solution for the entire marketing lifecycle with performance-linked pricing.
4. Email 2.0: An innovative channel leveraging Google’s AMP technology to create interactive and engaging emails. Email 2.0 transforms emails into dynamic platforms capable of in-channel engagement and conversion, reducing dependency on costly adtech platforms.
5. MarCo (Martech Consolidator): Inspired by Constellation Software, MarCo envisions acquiring and managing a portfolio of martech companies to drive innovation and scalability. It aims to consolidate the fragmented martech landscape and focus on reducing AdWaste.
6. Digital Twins: These are software models of real-world systems that simulate customer behaviors and predict future actions. By creating a foundational “Large Customer Model” (LCM), martech companies can enhance personalised marketing strategies and customer engagement.
7. Mirror Worlds: Building on digital twins, Mirror Worlds are virtual replicas of real-world marketplaces where marketers can simulate and refine campaigns and product launches. They offer dynamic, predictive, and personalised marketing strategies in a controlled digital environment.
8. B2C Attention Platforms (the ½ idea): Not strictly within martech’s domain, this idea involves creating engaging consumer-facing platforms to capture user attention. An example is an Email 2.0 newsletter that delivers valuable content and serves targeted ads, providing a strategic edge similar to Google and Meta’s platforms.

I had expanded on some of these ideas in other essays [New SaaS, Co-Marketer, Agentic AI, Synthetic Businesses and Mirror Worlds, Generative Journeys]. I had also discussed how martech companies can expand their profit pools by focusing on three axes:

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

In this essay, I will consolidate the various ideas and discuss how martech companies can reinvent themselves and remain relevant in the AI Age.

2

Pre-requisites

Unistack and Unichannel are the two pre-requisites for next-gen martech companies. As I wrote in Email, CPaaS, and Martech: New Profit Pools: “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” [and “unichannel”] 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.”

The first-generation of martech companies focused on point solutions. Buyers too invested in solutions as they felt the need. From marketing automation on web to app, from CDP to analytics, from personalisation engines to product experience add-ons, the number of martech tools marketers needed to handle proliferated. All one has to do is to look at the Martech Technology Landscape put together by Scott Brinker and Frans Riemersma: there are more than 14,000 products listed. As they write: “The physics of software have certainly been upended. Anyone can create software in the cloud. Generative AI has only accelerated this. First by inspiring tens of thousands of developers to build new things on the back of powerful LLMs such as OpenAI, Gemini, Llama, Anthropic, etc. And second by facilitating development with AI-powered “co-pilots”.”

Here are a few interesting graphics from the report.

The future, especially for mid-market B2C eCommerce companies, lies in the consolidation of their martech ecosystems, reducing the complexity and number of vendors they must manage. A Unistack that integrates customer data and catalog data will become the standard, driving efficiency and effectiveness in marketing efforts.

Equally crucial is the unification of communication channels. With the myriad pathways to reach customers – SMS, email, RCS, WhatsApp, app notifications, browser notifications, and adtech for retargeting – marketers risk bombarding their audiences with repetitive messages, leading to poor customer experiences and increased costs. A streamlined Unichannel approach ensures a cohesive, singular message, enhancing engagement and reducing redundancy.

Martech companies can also benefit from the changing CPaaS channels which are powering in-channel conversion. As I wrote: “The evolution of SMS, WhatsApp, RCS [and Email] 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.”

The key prerequisite for next-generation martech companies is the provision of a robust unified tech stack combined with seamless, native support for all communication channels. This foundation allows AI to truly work its magic, driving smarter, data-driven decisions, and delivering personalised, impactful marketing at scale. By adopting this unified approach, martech companies can significantly boost productivity, enhance customer experiences, and ultimately, drive higher monthly recurring revenue (MRR).

Moreover, a unified approach positions martech companies as strategic partners rather than just solution providers. By simplifying the marketer’s workflow and ensuring a holistic view of customer interactions, companies can foster deeper relationships with their clients. This strategic partnership can lead to higher customer retention rates and create a competitive edge in a crowded marketplace.

3

New Core

With the Unistack and Unichannel foundation in place, martech companies will need to rebuild their stack for AI. This will mean moving from predictive and generative AI to “Agentic AI.” This new stack will comprise five layers:

Large Customer Models (LCMs): Think of an LCM as an “Active CDP.” Building on the foundation of Large Language Models (LLMs), LCMs are trained on extensive customer data to create dynamic, real-time evolving profiles and journeys for hyper-personalisation. Martech companies can develop their own vertical-specific LCMs using aggregated data and workflows, providing a robust base for businesses to create their unique LCMs. This triad enables the delivery of highly personalised N=1 experiences and next best actions that both marketers and customers desire.

Digital Twins: These AI-powered replicas of individual customers predicting needs and actions for 1:1 personalisation at scale. With Digital Twins, AI agents can simulate millions of individualised interactions, tailoring pitches and follow-ups to each customer’s preferences. This approach scales personalised engagement, creating virtual sales companions that provide bespoke experiences, effectively merging sales and marketing into a seamless, white-glove service. [See Andrew Chen on the future of marketing.]

Co-Marketer: This AI marketing assistant aids in segmentation, campaign planning, content creation, and journey optimisation, freeing human resources for strategic tasks. As an advanced multi-agent system, it is capable of reasoning and decision-making, collaborating with human marketers to optimise customer interactions. This enables the delivery of tailored, effective marketing strategies in real-time, enhancing overall efficiency and effectiveness. [More]

Mirror World: This is a virtual environment and a sandbox for simulating customer scenarios and strategies, enabling rapid and confident innovation. It is where the Co-Marketer can Digital Twins interact to identify the ideal customer journey for maximising lifetime value. [The Mirror World idea can also be used by martech companies to create “synthetic businesses” which can demonstrate the superiority of their offerings.]

Generative Journeys: These are dynamic, adaptive, and unique customer paths that leverage Large Customer Models (LCMs), Mirror World, Digital Twins, and the Co-Marketer to create real-time, value-maximising experiences. These journeys guide customers through various state transitions (e.g., visitor to first purchase, first purchase to repeat buyer), ensuring that every customer’s spending potential is reached and exceeded, thus enhancing engagement and driving continuous growth. [More]

This new AI-powered stack enables continuous learning and optimisation at an unprecedented scale. It enhances customer engagement and accelerates conversions, becoming a pivotal driver for the Profipoly Quest for B2C brands and, eventually, martech companies. By harnessing the power of Agentic AI, buyers and sellers can achieve superior results, ensuring sustained growth and competitive advantage in the evolving digital landscape.

4

Add-ons

Three innovative ideas can improve the competitiveness of AI-first martech companies: services, sharing, and ownership of a B2C business or platform.

Bundled Kaizen Services: Martech companies should integrate continuous improvement into their offerings, thinking of themselves as a Progency (product and agency). While automation and AI drive real-time enhancements, human expertise can elevate product efficacy through deliberate refinement. By embedding a Kaizen-inspired layer, products become dynamic solutions, adapting to evolving customer needs and creating a distinct competitive edge. [More]

Profishare: Martech companies should propose a partnership model where they share in their clients’ success. Instead of fixed fees (MRR), they earn revenue by taking a percentage of the incremental profits generated through their software (and services). This aligns interests, ensuring companies are invested in client success. [More]

As I wrote in my essay on new profit pools: “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.”

B2C Business/Platform: This is the third add-on idea, It can help new-age martech companies to showcase their product’s power and efficacy. This is akin to “eating their own dog food.” There are three approaches to achieve this:

1. Create a Synthetic Business: Develop a simulated environment to demonstrate capabilities in a controlled setting. [More]
2. Own and Operate a B2C Business: Run an actual business to provide real-world evidence of effectiveness.
3. Control an Attention Platform: Manage a platform to engage directly with consumers and illustrate impact. Here is what I had written (Part 11): “For a martech company venturing into Email 2.0, launching a B2C newsletter as an Attention Platform could be a strategic move to demonstrate the capabilities of advanced email technologies. While not a conventional approach for a B2B entity…this initiative could significantly influence the industry, akin to the tail wagging the dog. It serves as a tangible showcase of the potential that next-generation email holds, setting a precedent for attention and monetisation in digital marketing.” In fact, Epps offer an excellent foundation to build such a platform.

5

Profits

The most important foundation that martech companies can build is that of profits. In fact, being a proficorn (bootstrapped, profitable, and scaled) like Netcore can provide a huge competitive advantage. To understand this better, we need to discuss the current state of martech companies.

A couple years ago, SaaS startups saw their valuations skyrocket. Funding was available at 25-30X revenue multiples. This meant that a company with an ARR of $35 million could get a valuation of close to a billion dollars and achieve “unicorn” status. Many martech companies chose to raise this easily available capital and chase growth-at-all-costs. Profitability wasn’t even an agenda item for discussion.

Things have changed. Valuation multiples have come down to 5-10X. Profitability has become the first ask from investors. Pivoting from high growth and cash burn to lower growth and profitability is not easy. The only route for martech companies has been to slow their own marketing expenses (many were simply buying growth) and layoff staff in a desperate attempt to meet investor expectations. The real problem: to reach the previous round valuation, martech companies need to treble or quadruple their ARR – and this is not going to happen in a hurry as B2C companies have also slowed their marketing spends in a market where risk appetite for anything other than Gen AI disappeared.

The outcome in that while many martech companies still have capital left, they are unable to invest it in new areas because of the demand for sustained profitable growth. Ratchet clauses protect investor equity, leaving founders with limited control and trapped in a difficult position. With their low equity and lack of control, founders are unable to invest in new technologies or raise capital at lower valuations. (This is like Ajit’s “liquid oxygen” dialog – ““Raabert, is haraami ko Liquid Oxygen mein daal do. Liquid ise jeene nahin dega; Oxygen ise marne nahin dega!” – as in “Put him in Liquid Oxygen. The Liquid won’t let him live; the Oxygen won’t let him die.”]

Profits are essential for business sustainability. Valuations fluctuate, but profits provide the stability and control needed for founders/CEOs to steer their companies. Profitable martech companies, though rare, are the ones B2C enterprises should partner with, as they have the resources to thrive and innovate in the AI era.

In the AI age, the ability to leverage profits for reinvestment in AI technologies will distinguish successful martech companies from the rest. Profitable companies can afford to experiment with and implement advanced Agentic AI solutions such as Large Customer Models, Digital Twins, and Co-Marketer. These innovations will drive hyper-personalisation and efficiency, setting the stage for next-gen martech companies to lead the market. Therefore, profitability not only ensures business stability but also fuels the innovation necessary to harness the full potential of AI in transforming customer engagement and business growth.

6

10+1

Here are the 10+1 foundations for martech companies in the Age of AI. For B2C buyers, these can also become a checklist to decide on their partner in their Profipoly Quest.

I asked ChatGPT to summarise the foundations.

1. Unistack: A unified technology stack that integrates various martech functionalities into a single platform. This reduces complexity, enhances data consistency, and improves the efficacy of AI-driven insights, making it easier for businesses to manage their marketing efforts.
2. Unichannel: Seamless integration of multiple communication channels such as email, SMS, WhatsApp, RCS, push notifications, and social media. Unichannel ensures that marketing messages are consistent and synchronized across all platforms, enhancing customer experience and engagement.
3. Large Customer Model: Advanced models built on extensive customer data to create dynamic, real-time evolving profiles. These models enable hyper-personalization, allowing businesses to tailor their marketing efforts to individual customer needs and preferences.
4. Digital Twins: AI-powered replicas of individual customers that predict needs and behaviors. Digital Twins facilitate 1:1 personalisation at scale by simulating customer interactions and providing insights into optimal engagement strategies.
5. Co-Marketer: An AI-powered marketing assistant that collaborates with human marketers to optimize segmentation, campaign planning, content creation, and customer journeys. The Co-Marketer enhances efficiency by automating routine tasks and providing strategic insights.
6. Mirror World: A virtual environment where AI agents can simulate and test various customer scenarios and strategies. Mirror World allows businesses to experiment and refine their approaches before deploying them in the real world, reducing risk and enhancing innovation.
7. Generative Journeys: Dynamic, adaptive customer journeys that leverage AI to create personalized, real-time engagement paths. These journeys ensure that customers move smoothly through stages such as initial contact to purchase and beyond, maximizing their lifetime value.
8. Bundled Kaizen Services: Continuous improvement services integrated into martech offerings. Inspired by Kaizen, these services involve human expertise to refine and enhance product performance, ensuring that the technology evolves to meet customer needs effectively.
9. Profishare: A profit-sharing model where martech companies earn revenue based on the incremental profits generated for their clients. This aligns the interests of the service provider and the client, ensuring mutual success and sustainable growth.
10. B2C Business/Platform: Owning and operating a B2C platform to demonstrate the efficacy of martech solutions. This hands-on approach provides real-world evidence of performance and builds trust with potential clients.
11. Profits: The foundation of business sustainability. Profitable martech companies have the resources to invest in innovation and withstand market fluctuations, making them reliable partners for B2C enterprises looking to build long-term relationships.

These foundations collectively enable martech companies to leverage AI effectively, drive continuous improvement, and maintain a competitive edge in the evolving digital landscape. Most importantly, they help their business customers multi-maximise every customer LTV (lifetime value). By focusing on these core elements, both martech companies and B2C businesses can ensure they are well-equipped to meet the demands of the AI era and deliver superior customer experiences.

**

The golden age of Martech is approaching. For the first time in two decades, the focus is shifting from uncontrolled spending on acquisition and reacquisition to retention and growth. To capitalise on this shift, martech companies must reinvent themselves as AI-first entities. The prize is substantial: $250 billion of annual AdWaste, far exceeding the current market size for martech. Although the transformation will be challenging, a glorious and winning future awaits those who can a(i)dapt.

7

Summary, Critique, Improvements

Claude

Summary

• AI is creating new opportunities for martech companies, but they need to change and become AI-first to capitalize
• Key prerequisites are providing a unistack (unified tech stack) and unichannel (seamless support for all communication channels)
• The new AI-powered core stack should include Large Customer Models, Digital Twins, Co-Marketers, Mirror Worlds, and Generative Journeys
• Add-on capabilities like bundled services, profit-sharing models, and owning B2C businesses/platforms can enhance competitiveness
• Sustained profitability is crucial for martech companies to have the resources to invest in AI innovation
• There are 10+1 key foundations proposed for martech companies to build to win in the AI age

Critique

• The vision laid out is ambitious and compelling, painting a picture of next-gen martech powered by agentic AI
• However, it may be challenging for many martech companies to develop advanced AI capabilities in-house like LCMs, digital twins etc. Partnering could be an alternative.
• Transitioning to radically new business models like profit-sharing requires major organizational change. This should not be underestimated.
• Owning B2C businesses seems like a significant strategic shift that could defocus martech companies. The synthetic business idea is interesting though.
• The importance of profits is spot-on. But martech companies face a catch-22 of needing to invest in AI innovation while also delivering profits. Threading this needle will be key.

Additional Elements

• AI Governance & Ethics: As AI becomes central to martech, companies will need robust frameworks for responsible AI development and deployment. This includes data privacy, algorithmic bias checks, transparency, and clear ethical guidelines. Building trust through responsible AI practices could be a key differentiator.
• Ecosystem Mindset: No martech company can do it all alone in the AI age. Cultivating a mindset of partnerships, open innovation, and co-creation with customers, startups, and even competitors could be crucial. Martech companies should see themselves as orchestrators of value in a broader ecosystem.
• Human-Centric Design: While AI can automate and optimize many marketing tasks, keeping the human experience at the center is critical. Martech companies need strong competencies in design thinking, UX design, and creating seamless human-AI interactions. The goal should be to augment and empower marketers, not replace them.
• Agile & Adaptive Operating Models: The pace of change in AI is rapid. Martech companies will need to be built for speed and adaptability. This means agile development, rapid experimentation, and continuous learning. Organizational structures, processes, and culture need to support this.
• Talent Transformation: Succeeding in an AI-first world requires different skills. Martech companies need to upskill their workforce in data science, AI engineering, and human-AI collaboration. At the same time, they need to double down on skills like creativity, empathy, and judgment that remain uniquely human.
• Measurable & Explainable AI: Marketers will want to understand how AI models work and see clear evidence of business impact. Martech companies should focus on making their AI explainable and tying it to measurable uplift on business metrics. Demonstrating clear ROI of AI will be key.
• Resilient & Responsible Architecture: With AI becoming critical infrastructure, martech platforms need resilient, secure, and performant architectures. They also need to be built with responsible data practices and the ability to adapt to evolving regulations around AI.

Gemini

Summary

This passage discusses the key elements martech companies need to consider for success in the age of AI, which can also serve as a checklist for B2C businesses to choose the right partner. Here’s a breakdown of the 10+1 foundations:

Tech Stack:

1. Unistack: A unified platform integrating various marketing functionalities to simplify management and enhance AI-driven insights.
2. Unichannel: Seamless integration of communication channels for consistent and synchronized messaging across platforms.

AI-powered Innovations:

1. Large Customer Model (LCM): Advanced models for dynamic customer profiles enabling hyper-personalization.
2. Digital Twins: AI replicas of individual customers predicting needs and behaviors for 1:1 personalization at scale.
3. Co-Marketer: An AI assistant collaborating with human marketers for optimized segmentation, campaigns, content, and journeys.
4. Mirror World: A virtual environment for simulating and testing customer scenarios and strategies before real-world deployment.
5. Generative Journeys: Dynamic customer journeys using AI to create personalized and real-time engagement paths.

Value-added Services:

1. Bundled Kaizen Services: Continuous improvement services integrated into martech offerings to refine product performance.
2. Profishare: A profit-sharing model where martech companies earn based on the incremental profits generated for clients.

Competitive Differentiation:

1. B2C Business/Platform: Owning and operating a B2C platform to demonstrate the effectiveness of martech solutions in real-world scenarios.

Financial Strength:

1. Profits: The foundation for business sustainability, allowing martech companies to invest in innovation and be reliable partners for B2C businesses.

Critique

The passage provides a comprehensive overview of the future of martech. Here are some additional points to consider:

• Security and Privacy: With increased customer data collection, it’s crucial to emphasize robust security practices and responsible data handling.
• Ethical Considerations: Potential biases in AI algorithms and the ethical implications of hyper-personalization should be addressed.
• Explainability of AI: Transparency in how AI arrives at decisions is important for building trust with customers.

Additional Elements

• Focus on ROI: Martech companies should showcase the measurable return on investment their solutions deliver.
• Integration with existing ecosystems: Easy integration with existing marketing and CRM systems would be beneficial for B2C businesses.
• Scalability: The ability to accommodate growth and adapt to changing customer needs is essential.

ChatGPT

Enhancements

1. Unistack: Incorporate AI-driven integration and automation tools to streamline data flow and improve interoperability between different martech components.
2. Unichannel: Implement real-time customer interaction management to ensure timely and relevant communication across all channels.
3. Large Customer Model: Use machine learning algorithms to continuously update and refine customer profiles, ensuring they adapt to changing behaviors and preferences.
4. Digital Twins: Develop more sophisticated behavioral prediction models that can simulate complex customer decision-making processes.
5. Co-Marketer: Integrate natural language processing (NLP) to enhance content creation and ensure more nuanced, human-like interactions.
6. Mirror World: Utilize virtual reality (VR) and augmented reality (AR) technologies to create more immersive and realistic simulation environments.
7. Generative Journeys: Employ reinforcement learning to continuously optimize customer journeys based on real-time feedback and outcomes.
8. Bundled Kaizen Services: Introduce a customer feedback loop that directly informs the continuous improvement process, ensuring that customer needs are always met.
9. Profishare: Develop transparent reporting tools that allow clients to easily see how their investments translate into incremental profits.
10. B2C Business/Platform: Create a dedicated team to manage and analyze data from the B2C platform, providing insights that can be fed back into the martech ecosystem.
11. Profits: Implement advanced financial modeling tools to better forecast profitability and identify areas for cost reduction and revenue enhancement.

Additional Elements

• Data Privacy and Security: Ensure all data handling processes comply with the latest regulations and best practices to protect customer information.
• Scalability: Design systems that can scale seamlessly as the business grows, ensuring that performance and user experience remain consistent.
• User Experience (UX): Focus on creating intuitive and user-friendly interfaces for both marketers and end customers.
• Innovation Culture: Foster a culture of continuous innovation within the company to stay ahead of market trends and technological advancements.
• Partnership Ecosystem: Build a robust ecosystem of partners to expand capabilities and integrate complementary technologies and services.

Published June 27, 2024

1

AMP and Apps – 1

The IndiaVotes YouPredict game for predicting India’s Lok Sabha results leveraging the “wisdom of crowds” convinced me about two things: one, the power of AMP, and two, the opportunity with email apps. The game had no website or mobile app; it was played entirely in the email inbox. In that respect, it was probably a global first – and a harbinger of things to come. It followed QuizMails (see QShots). As I thought more about what emails apps could do, I decided that I needed a name to describe this new category to distinguish it from simpler use cases of AMP (which I have previously called AMPlets). Email Apps – Epps, for short – can be a gamechanger in driving email engagement because the entire action can be contained inside the inbox without the need for a clickthrough to a landing page or mobile app and change of context. Also, Epps can be updated each time they are opened – as with YouPredict, where the latest results refreshed each time the email was opened. In this essay, I will go deeper into Epps and why they are not just the future of email but also the future of engagement, conversion and retention (EnCoRe).

I will begin by referencing some of my previous discussion about email, AMP, and its future. In these writings, I used the term “email apps” to generically refer to AMP in email. It is only recently that I started thinking of email apps as much more complex versions of AMP implementations.

Email 2.0: Making Email Cool Again: “AMP is a technology introduced by Google for making emails interactive. It enables the creation of microsites in emails. Think of AMP as enabling email apps. AMP is a big leap forward. It eliminates a click to the website or app for a wide range of use cases: filling a form, gathering feedback, scheduling appointments, showing live content, creating interactive games and collecting zero-party data. AMP makes email a two-way channel.”

Building the Hotline Right: “Let’s consider the possibilities of an idea I call “All in Email” – search, browse, chat, cart, rate, review – many of the verbs we associate with actions on websites or apps can now be done in emails. Instead of a customer going to the brand property (website or app), what if the property came to the customer?!.. AMP creates what I think of as the “Living Email.””

AMP’s Magic: Coming Soon to Your Email Inbox: “Email 1.0 has had an amazing run; Email 2.0 with the power of AMP promises to make it even better. This is great news for marketers struggling with rising customer acquisition cost (CAC). AMP can help marketers build hotlines to propel a path to profitability (P2P).”

The Coming of Inbox Commerce: “For long, it has been assumed that brands must bring their buyers to their websites and apps for completing transactions. This has been a point of friction since unidirectional push messages (like emails and SMSes) had to persuade consumers to click and change context to the brand properties. Now, the interactivity that is coming in the push channels can ensure that commerce can be done right inside the inbox.”

Email Shops can Transform eCommerce: “The transformative solution in eCommerce is to think of websites and apps inside emails – where the entire journey from search and browse to purchase can be completed right inside the inbox. AMP makes this possible. These “email shops” are the next storefronts – and one which marketers can control because they can “push” these messages to their customers rather than relying on them to remember to visit their properties.”

2

AMP and Apps – 2

Email 2.0: The Rise of the New Super App: “Even as the young use other apps for their 1:1 and group messaging needs and brands flirt with those apps because that is where consumer attention is, a revitalised email can bring back interest and excitement. Email’s open architecture is what has kept it going and will enable its continuing success. Email is identity – the one permanence in a world of transitions and upgrades. While there could be competing options for personal messaging, I believe that email in its 2.0 avatar will continue to be the first choice for marketers seeking deeper connections, higher engagement, and faster conversions.”

Solving the Email Open Problem: “While email remains the most effective channel for driving commerce in the US and other developed markets, other channels like push notifications and WhatsApp are providing very competitive alternatives. Email could become even more powerful if the problem of getting customers to open emails can be solved. But email has seen very little innovation in the past 15-odd years, and even the ESPs (email service providers) are in a “keep the lights on” mode – many having been acquired by CPaaS companies whose focus tends to be more on SMS and voice…Email’s openness, cost, and capabilities make it a very compelling engagement channel. But the declining open and click rates through the years have reduced its efficacy. If the “attention recession” in email can be reduced, it could provide a big boost to brand profitability. There are multiple challenges to be tackled with email – how to get the first open from customers, how to get the second and third opens, how to make opening emails a habit thus giving brands a hotline to their customers, and finally, how to fast-track conversion…The combination of Atomic Rewards, AMP and AI can transform emails – and with it dramatically cut AdWaste, reduce friction, and improve brand profitability.”

Email 2.0: The Magic Bullet for the Profipoly Quest: “The vision for Email 2.0 extends beyond mere communication; it aims to be a comprehensive platform for brand engagement, conversion, and customer retention, offering a cost-effective alternative to messaging apps like WhatsApp, which, despite their effectiveness, come with a higher cost barrier for mass marketing. Email 2.0 represents a promising avenue for reinvigorating email marketing by blending the efficiency of instant messaging with the affordability of traditional email, setting the stage for a new era in digital marketing. Email 2.0 can transform the EnCoRe (Engagement, Conversion, Retention) funnel, making it an important foundation for the Profipoly journey.”

Email 2.0: The Magic Bullet for the Profipoly Quest: “There is a pressing need for a channel that can help marketers build deeper relationships with their existing customers. In the absence of such a channel, marketing spending will continue to rise. Brands may continue to grow but at the expense of profitability…This is where Email 2.0 comes in. Built on Google’s AMP technology, it brings interactivity to emails and can enable in-channel engagement and conversion. But Email 2.0 is much more than just the elimination of a click to a landing page. Email 2.0 is about recapturing attention in the inbox, making email a habit, and potentially providing paths to additional revenues for brands.”

3

AMP and Apps – 3

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

The 7 Levers for Email’s Exponential Expansion: “The email ID remains one of the two public identities we have; the second being the mobile number. Doing anything on the mobile means either having one’s own app (for, say, push notifications), or relying on telco-controlled channels (SMS and RCS), or a private entity’s platform (like WhatsApp). There is no open communications channel like email. It is not going away. What is needed is innovation to make it better…AMP revolutionises Email 2.0 by introducing app-like functionalities directly within emails, leading to significant increases in user engagement and in-channel conversions. This technology allows users to perform actions within their inbox, eliminating the need for redirecting to external landing pages. In practice, this has resulted in a 5-15X increase in user actions in campaigns run by Netcore, showcasing the potential to transform email interaction and commerce.”

WINdia: Multiplying India’s Email Market Opportunity: “To transform India’s email marketing landscape and drive 10X growth in the opportunity, three key “unlocks” are essential as part of Mission WINdia: (1) 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.  (2) 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. (3) 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…These three key solutions – the B2C killer app, the E3 email wrapper, and the monetisation model – can together create a powerful flywheel effect to drive exponential growth in email marketing within India.”

Email, CPaaS, and Martech: New Profit Pools: 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. [In addition], 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.”

**

My previous writings highlighted the transformative potential of AMP technology in emails. These AMPlets (simple use cases) and Email Apps (Epps, which are more complex creations), enable interactive elements like forms, games, and live content within emails, turning them into two-way communication channels. Epps can revolutionise email engagement by containing all interactions within the inbox, eliminating the need for clickthroughs to external pages, and dynamically updating with each open. This seamless experience enhances user engagement and conversion rates, making email a vital channel for deeper customer relationships and improved brand profitability. Let’s see how to bring Epps to life and make the email inbox come alive.

4

Characteristics

Let’s begin by listing out the characteristics of Epps.

• They use AMP in Email
• They are multi-screen implementations
• They interact with a backend database
• They update each time the email is opened
• They are self-contained – there is no need to visit a website or app
• And the big one: Epps have no companion website or app! They live completely within the email inbox.

Epps use AMP in Email. Epps leverage AMP within emails to create interactive and dynamic experiences, transforming static emails into engaging, app-like interfaces directly within the inbox.

They are multi-screen implementations. Unlike traditional single-screen AMPlets, Epps are designed to handle complex, multi-step processes across multiple screens within a single email. This allows users to navigate through various sections, forms, or content areas seamlessly, mimicking the experience of using a mobile app or website. For example, a bank can use an Epp to guide existing customers through the process of purchasing a fixed deposit, with each step – from choosing the deposit term to entering personal information and confirming the purchase via OTP – happening within the email itself.

They interact with a backend database. Epps connect to backend databases to fetch and submit data in real-time. This interaction ensures that the information displayed in the email is current and relevant, enabling functionalities such as personalised content, real-time updates, and data submissions without leaving the inbox. For example, an Epp could provide a live personal portfolio of stocks, displaying up-to-date financial information and performance metrics, all dynamically updated each time the email is opened, with additional details fetched on demand.

They update each time the email is opened. One of the key features of Epps is their ability to update dynamically each time the email is opened. This means that users always see the most recent information or status, making Epps particularly useful for applications requiring real-time data, such as live polls, event updates, or inventory levels.

They are self-contained – there is no need to visit a website or app. Epps are fully functional within the email itself, eliminating the need for users to click through to external websites or mobile apps. This self-contained nature enhances user convenience and reduces friction, as all necessary actions can be completed within the email.

And the big one: Epps have no companion website or app! They live completely within the email inbox. This unique characteristic distinguishes Epps from traditional digital experiences, positioning them as a standalone solution for engagement, interaction, and transaction directly within the email environment.

By embodying these characteristics, Epps represent a significant evolution in email technology, offering a more integrated, interactive, and user-friendly experience that can potentially replace traditional websites and mobile apps for certain use cases.

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.

5

Examples

As an Epp pioneer, this is the QShots website:

Here is the Epp itself, as seen through its multiple screens in the Gmail inbox.

This was the IndiaVotes YouPredict microsite (just before the Lok Sabha game ended with the close of voting).

Here are some screens from YouPredict Epp (once again from the Gmail inbox).

**

Epps can be applied across a wide range of domains: from news and sports to stocks and games, from e-commerce to banking. The power of push, the familiarity of the inbox, and the interactivity of Epps create a compelling platform for capturing attention, driving engagement, and facilitating actions – exactly what brands need to maximise conversions.

6

Uses

I asked ChatGPT to suggest use cases for Epps across industries.

1. Retail and E-commerce
   • Interactive Catalogs: Users can browse, select, and purchase products directly within the email.
   • Personalized Shopping Recommendations: Display dynamic product recommendations based on user behavior and preferences.
   • Flash Sales and Exclusive Offers: Real-time updates on limited-time offers, allowing immediate purchases within the email.
2. Banking and Finance
   • Account Management: Customers can view account balances, recent transactions, and manage their finances without leaving the inbox.
   • Loan Applications: Complete multi-step loan application processes, including document submission and status tracking, within the email.
   • Investment Portfolios: Provide real-time updates and insights on personal investment portfolios, with the ability to make trades or adjustments.
3. Travel and Hospitality
   • Flight and Hotel Bookings: Users can search for, book, and confirm travel arrangements directly in the email.
   • Itinerary Management: Interactive itineraries that update with changes and provide additional services like car rentals or activity bookings.
   • Loyalty Programs: View and redeem loyalty points, receive personalized offers, and track rewards status.
4. Healthcare
   • Appointment Scheduling: Book, reschedule, or cancel appointments with healthcare providers directly within the email.
   • Telehealth Consultations: Initiate and manage telehealth sessions, including viewing medical records and doctor notes.
   • Medication Management: Receive prescription updates, order refills, and set medication reminders.
5. Media and Entertainment
   • Streaming Schedules: View and interact with streaming schedules, including setting reminders or watching trailers.
   • Interactive Content: Participate in polls, quizzes, and games related to current shows or upcoming releases.
   • Personalized Recommendations: Receive tailored content suggestions based on viewing history and preferences.
6. Education
   • Course Registration: Enroll in courses, view schedules, and access learning materials directly from the email.
   • Progress Tracking: Interactive dashboards showing course progress, grades, and upcoming assignments.
   • Virtual Classrooms: Join live classes, participate in discussions, and submit assignments without leaving the email.
7. Real Estate
   • Property Listings: Browse and interact with property listings, schedule viewings, and communicate with agents.
   • Mortgage Applications: Complete mortgage applications, track approval status, and submit necessary documents.
   • Virtual Tours: Experience interactive virtual tours of properties within the email.
8. Automotive
   • Vehicle Configurator: Customize and configure vehicles, view financing options, and schedule test drives.
   • Service Reminders: Receive and book maintenance reminders, track service history, and access repair status updates.
   • Dealership Promotions: Interactive promotional offers, enabling immediate inquiry or booking for special deals.
9. Nonprofits and Fundraising
   • Donation Drives: Interactive donation forms that allow users to contribute directly within the email.
   • Volunteer Coordination: Sign up for events, track volunteer hours, and receive updates on volunteer opportunities.
   • Impact Reports: Dynamic reports showcasing the impact of donations with real-time updates and stories.
10. Events and Conferences
    • Event Registration: Register for events, view schedules, and manage participation all within the email.
    • Interactive Agendas: Access and personalize event agendas, set reminders for sessions, and network with other attendees.
    • Post-Event Surveys: Participate in post-event surveys and provide feedback directly within the email.

7

Critique and GTM

I asked Claude to do a critique of Epps and suggest a GTM strategy for driving Epps adoption.

Strengths

1. Improved user experience: Epps provide a seamless, app-like experience within the email environment, reducing friction and increasing user engagement.
2. Increased interactivity: The ability to interact with content, submit forms, and complete multi-step processes within an email can significantly enhance user participation and conversion rates.
3. Real-time updates: The dynamic nature of Epps, which update each time an email is opened, ensures that users always see the most current and relevant information.
4. Reduced reliance on websites/apps: By offering a self-contained experience within the email, Epps can minimize the need for users to visit external websites or download separate apps, streamlining the user journey.
5. Broad applicability: As demonstrated by the various use cases, Epps have the potential to transform email engagement across a wide range of industries and scenarios.

Weaknesses

1. Technical complexity: Developing and deploying Epps may require more technical expertise compared to traditional email campaigns, which could be a barrier for some organizations.
2. Email client compatibility: The effectiveness of Epps may be limited by the varying levels of support for AMP components across different email clients and devices.
3. User adoption: Some users may be hesitant to engage with interactive elements within emails due to security concerns or a preference for more traditional email experiences.
4. Measurability: Tracking and attributing conversions and other key metrics to Epps may be challenging, as the interactions take place within the email environment rather than on a brand’s website or app.

Opportunities

1. Differentiation: By adopting Epps early, brands can differentiate themselves from competitors and provide a superior email experience to their customers.
2. Enhanced personalization: The ability to fetch data from backend systems in real-time allows for highly personalized and relevant email content, increasing the likelihood of user engagement.
3. Cost savings: Epps may reduce the need for developing and maintaining separate mobile apps or complex websites for certain use cases, potentially saving on development and maintenance costs.
4. New revenue streams: Epps open up new possibilities for monetization, such as in-email purchases or subscriptions, which can drive additional revenue for brands.

Threats

1. Privacy concerns: As Epps rely on real-time data and interactivity, there may be heightened concerns around data privacy and security, which could hinder adoption.
2. Changing email regulations: The regulatory landscape around email marketing is continually evolving, and new regulations could impact the viability or effectiveness of Epps.
3. Competition from other channels: While Epps offer a unique email experience, they may face competition from other emerging communication and engagement channels, such as messaging apps or progressive web apps.
4. Technological disruption: The email ecosystem is subject to technological changes and disruptions, which could impact the long-term sustainability and relevance of Epps.

Go-to-Market Strategy

1. Develop a set of Epp templates and examples for various industries, similar to the use cases outlined. This will help brands envision how Epps could work for their specific context.
2. Create educational content (articles, videos, webinars) explaining Epps, their benefits, and how they fit into the marketing mix. Aim this at marketers, product managers, and business leaders to build awareness and interest.
3. Partner with email platforms and marketing automation providers to incorporate Epp capabilities into their offerings. This will make Epps more accessible to a wide range of brands.
4. Offer Epp strategy and development services to help brands design and implement their first Epps. Hands-on guidance will accelerate adoption and provide case studies to promote Epps.
5. Engage with industry groups, conferences, and influencers to evangelize Epps and build buzz. Speak at events, sponsor research, and contribute thought leadership to position Epps as the future of email.
6. Develop analytics and measurement solutions to quantify the impact of Epps on engagement, conversion, and retention. Showing measurable ROI will be key to gaining buy-in and budget.
7. Experiment with business models for Epps, such as performance-based pricing for Epp-driven transactions. Innovative monetization can make Epps even more attractive vis-a-vis conventional email.
8. Invest in ongoing innovation around Epp capabilities, interactive elements, and integrations. Staying at the forefront of what’s possible with Epps will maintain their differentiation and value.

8

Marketing Campaign

ChatGPT

Campaign Title: “Unlock the Power of Epps: The Future of Email Engagement”

Objective: To introduce marketers to the revolutionary potential of Epps and demonstrate how they can transform email marketing, drive engagement, and boost conversions.

Target Audience: Marketing professionals, digital marketers, email marketing managers, CMOs, and business owners across various industries.

Campaign Components

1. Teaser Phase: “What if Your Emails Could Do More?”
   • Email Teasers:

1. • • Send a series of teaser emails highlighting the limitations of traditional emails and hinting at a revolutionary change.
     • Example teaser content: “Imagine emails that do more than just inform. Stay tuned for the next big thing in email marketing!”

• Social Media Teasers:

1. • • Use platforms like LinkedIn, Twitter, and Instagram to post intriguing questions and hints about Epps.
     • Example post: “Emails are about to get a major upgrade. Ready to see what’s next? #FutureOfEmail #EmailRevolution”

2. Launch Phase: “Introducing Epps – Your New Email Superpower”
   • Launch Webinar:

1. • • Host a live webinar to unveil Epps, featuring a demo of their capabilities and success stories from early adopters.
     • Include Q&A sessions to address marketer’s queries.
     • Promote the webinar through email invites, social media, and partner channels.

• Launch Video:

1. • • Create an engaging video that explains what Epps are, their benefits, and how they work.
     • Share the video on social media, your website, and in email marketing.

• Press Release:

1. • • Issue a press release to major marketing and technology publications announcing the launch of Epps.

3. Educational Phase: “Mastering Epps for Maximum Impact”
   • Ebook/Whitepaper:

1. • • Develop a comprehensive guide on Epps, including use cases, implementation strategies, and best practices.
     • Offer the guide as a free download in exchange for contact information to build a lead list.

• Blog Series:

1. • • Publish a series of blog posts covering different aspects of Epps, such as “Top 10 Use Cases for Epps,” “How Epps Can Boost Your ROI,” and “Epps vs. Traditional Emails.”

• Case Studies:

1. • • Showcase success stories from companies that have successfully implemented Epps and seen significant improvements in engagement and conversions.

4. Engagement Phase: “Experience the Epps Difference”
   • Interactive Demos:

1. • • Create interactive email demos that allow marketers to experience the power of Epps firsthand.
     • Provide templates and examples for different industries.

• Workshops and Webinars:

1. • • Conduct workshops and webinars focusing on implementing Epps, sharing advanced tips, and troubleshooting common issues.

• Influencer Partnerships:

1. • • Collaborate with influential marketers and industry leaders to endorse Epps and share their experiences on social media and blogs.

5. Conversion Phase: “Transform Your Email Marketing Today”
   • Free Trials:

1. • • Offer a limited-time free trial of Epps to encourage marketers to test the platform and see the benefits for themselves.

• Exclusive Offers:

1. • • Provide special discounts or bundled packages for early adopters and those who sign up within a specific timeframe.

• Customer Testimonials:

1. • • Highlight testimonials and reviews from satisfied customers to build trust and credibility.

6. Retention Phase: “Stay Ahead with Continuous Innovation”
   • Monthly Newsletters:

1. • • Keep users engaged with monthly newsletters featuring new Epp templates, success stories, and tips for maximizing the impact of Epps.

• Customer Support:

1. • • Offer dedicated customer support and resources, including FAQs, tutorials, and a community forum for sharing ideas and solutions.

• Feedback Loop:

1. • • Actively seek feedback from users to improve Epps and address any challenges they may face.

Campaign Timeline

• Teaser Phase: 2 weeks
• Launch Phase: 1 week
• Educational Phase: 4 weeks
• Engagement Phase: Ongoing
• Conversion Phase: 2 weeks (with ongoing promotions)
• Retention Phase: Ongoing

Metrics for Success

• Number of webinar registrations and attendees
• Ebook/whitepaper downloads
• Blog and social media engagement (likes, shares, comments)
• Number of free trial sign-ups
• Conversion rate from trial to paid users
• Customer retention and satisfaction rates

By implementing this comprehensive marketing campaign, you can effectively introduce Epps to the marketing community, demonstrate their value, and drive widespread adoption, ultimately transforming the way brands engage with their audience through email.

Claude

Campaign Theme: “Revolutionize Your Email Marketing with Epps: Interactive, Engaging, and Conversion-Driven”

Target Audience

• Marketing managers and executives
• Email marketing specialists
• Digital marketing agencies
• Product and brand managers

Key Messaging

1. Epps transform email from a static communication channel to an interactive, app-like experience.
2. Epps drive higher engagement, conversion rates, and customer satisfaction compared to traditional email campaigns.
3. Epps enable real-time personalization and relevance, increasing the effectiveness of email marketing efforts.
4. Epps offer a cost-effective solution for engaging customers without the need for separate mobile apps or complex websites.

Marketing Channels and Tactics

1. Content Marketing
   • Publish blog posts, articles, and whitepapers explaining Epps, their benefits, and best practices for implementation.
   • Create case studies showcasing successful Epp campaigns across various industries.
   • Develop an “Epp Playbook” with tips, templates, and examples for creating effective Epps.
2. Social Media Marketing
   • Share engaging content about Epps on LinkedIn, Twitter, and other relevant social media platforms.
   • Run targeted social media ads to reach marketers interested in email marketing and customer engagement.
   • Participate in social media conversations and groups related to email marketing, sharing insights and examples of Epps.
3. Email Marketing
   • Launch an email campaign showcasing the power of Epps by using an Epp itself to demonstrate its capabilities.
   • Send a series of educational emails explaining the benefits of Epps and providing tips for getting started.
   • Offer a free Epp template or starter kit for marketers who sign up for more information.
4. Webinars and Events
   • Host webinars featuring Epp experts and successful case studies, demonstrating the potential of Epps for email marketing.
   • Participate in marketing conferences and events, presenting on the topic of Epps and their impact on customer engagement.
   • Sponsor email marketing-related events and use them as opportunities to showcase Epp examples and distribute informational materials.
5. Influencer Marketing
   • Partner with well-known email marketing influencers and thought leaders to create content and share their experiences with Epps.
   • Collaborate with influencers to run Epp campaigns to their audiences, showcasing the effectiveness of the format.
   • Encourage influencers to share their honest opinions and insights on Epps, building trust and credibility with their followers.
6. Paid Advertising
   • Run search engine ads targeting keywords related to email marketing, customer engagement, and interactive emails.
   • Place display ads on websites and publications popular with marketers, driving traffic to Epp landing pages and resources.
   • Experiment with novel ad formats, such as interactive or video ads, to showcase the capabilities of Epps.
7. Partnership Marketing
   • Partner with email service providers and marketing automation platforms to integrate Epp capabilities into their offerings.
   • Collaborate with agencies and consultancies to educate their clients on the benefits of Epps and offer Epp implementation services.
   • Explore co-marketing opportunities with complementary technology providers, such as CRM or analytics platforms, to reach new audiences.

Measurement and Optimization

• Track key metrics such as website traffic, content engagement, lead generation, and conversion rates from Epp campaigns.
• Use A/B testing to optimize Epp designs, content, and CTAs for maximum impact.
• Continuously gather feedback from marketers and adjust the campaign based on their needs and preferences.

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.

3

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.

4

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

5

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.

6

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:

1. • 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.

2. Partnerships and Integrations:

1. • 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:

1. • 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.

2. Security and Compliance Services:

1. • 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:

1. • 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.

2. Training and Certification Programs:

1. • 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.

3. Marketplace for Third-Party Apps and Extensions:

1. • 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.

Summary

Since I used ChatGPT and Claude to help with some of the writing, I asked Gemini to summarise the memo.

Dear CEO,

The winds of change are upon us. AI is no longer a futuristic concept; it’s a revolution poised to disrupt traditional customer interactions. Businesses that fail to adapt risk being left behind.

This memo outlines the power of Agentic AI – your key to conquering “Mount Profipoly,” a future of exponential growth and customer loyalty.

The Rise of Agentic AI:

Imagine a world where every customer interaction is personalized, every touchpoint feels meaningful, and loyalty flourishes. Agentic AI unlocks this reality.

• Hyper-Personalization: Forget broad segmentation. Large Customer Models (LCMs) leverage vast data sets to understand individual needs and preferences.
• Agent-to-Agent Interaction: Co-Marketers, your AI-powered marketing assistants, collaborate with Digital Twins – virtual representations of each customer – to identify the best communication channels and offers.
• Value-Maximizing Journeys: Generative Journeys, powered by AI insights, create seamless, omnichannel experiences that convert faster and build enduring loyalty.

The Profipoly Quest: Three Stages to Customer Mastery

Agentic AI empowers you to excel in three crucial customer stages:

1. Discovery: N=1 personalization takes center stage. LCMs identify individual needs, allowing Co-Marketers to deliver targeted content and recommendations, fostering stronger connections from the outset.
2. Engagement: Forget generic broadcasts. Co-Marketers and Digital Twins create a “hotline” – a frictionless flow of personalized messages and interactions that keep customers engaged and valued.
3. Loyalty: Go beyond loyalty programs. Agentic AI anticipates customer needs, offering proactive support and creating moments of delight that foster long-term brand advocacy.

Taking Action: Your First Steps

1. Partner with an AI-First MarTech Expert: Find a specialist who understands the Agentic AI ecosystem and can guide your implementation.
2. Appoint a Chief AI Officer (CAIO): Ideally, your CMO can spearhead this transformation. A CMO who embraces a “Chief Profits Officer” mindset is best positioned to translate customer insights into strategic growth.
3. Assemble a Dedicated Team: This dedicated group, working with the CAIO and other CxOs, will champion the Profipoly journey and ensure its success.

Seize the Day!

Don’t let the “business as usual” mentality hold you back. The time to act is now.
Agentic AI is the key to unlocking exponential growth and customer loyalty. Embrace this transformation, become a leader in the AI revolution, and redefine your business legacy.

The future is here. Will you seize it?