Email 2.0: The Rise of the New Super App

Published July 2-10, 2023


Comeback Kid

I had recently written about “Inbox Commerce” on my blog. Gaurav Paneri responded with “Email is the new Super App.” The comment set me thinking: email as a super app? While I have been very bullish about email and written extensively on Email 2.0, I had till then not considered the possibility of email being a super app. In this series, I will explore the world of super apps and how the new innovations position email to become one.

Fortune (Trey Williams) wrote recently: “[Email] was created in one form or another in the early to late 1970s…and romanticized iconically in Nora Ephron’s 1998 classic You’ve Got Mail. Email was, at one point, ostensibly the perfect platform: Anyone connected to the internet can send a message to anyone else with ease. It’s near instantaneous, and messages are easily traceable and archived. As a technology, it’s hard to beat. But technology has since given us more communication avenues than we know what to do with: We text, Slack, Gchat, Tweet, Signal, post, DM, shout, and check in across ceaseless platforms. Yet, somehow, during these 50-plus years of technological advancement, email has remained not only relevant but imperative.”

In the same article, Jon Fasoli, chief product, data, and design officer at Mailchimp, said:
“Email remains the dominant protocol for how small businesses communicate. It’s the standard, or a standard. There are very few communications that are standard across the world…[Email] has been around for so long, but there is this idea that you’ve lost control of it. It’s not about more email; it’s less. It’s private, much more personal conversations, whether that’s between marketers and customers or a public relations specialist and journalist. That’s where I think the generic power of email will be retained.”

Trey added: “I guess innovation doesn’t always equal death, but if we’re so adamant about using a 50-year-old challenged technology, we can at least agree it’s time to upgrade how we use it.”

That upgrade, according to me, is Email 2.0. By combining AMP in email with Atomic Rewards, a new, better version of email can be conjured, which can indeed become our super app. Atomic Rewards (in the form of Mu) can increase open rates while AMP can increase interactivity within the email and eliminate (or reduce) the need for clickthroughs and landing pages.

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.


Writings – 1

Over the past three years, I have written many essays about the future of email and how a wide range of innovations can make it the channel of choice for marketers.

AMP’s Magic: Coming Soon to Your Email Inbox: “Email’s obituary has been written for many years. It has also been said that the younger generation has moved on from email. Social was the first ‘killer’, then push notifications, then messaging apps. And yet email is very much alive and kicking. Brands continue to send emails, and consumers continue to open, read and act. Yes, some of our interactions have moved away from email to other messaging channels, but that has not reduced the importance of email in our lives. Just in the past [18 months], email companies saw multiple acquisitions amounting to over $13 billion – not bad for a ‘dying’ technology.”

AMP’s Magic: “Email 2.0 is the Tesla-like innovation, changing the customer mindset from delete to delight, driving engagement and habit creation, and powering exponential forever profitable growth. It is the only antidote to brand extinction because if customers are not listening, there is no point for a brand to keep speaking. Email 2.0 creates habits by making the sent seen and the seen actioned. It drives mental availability for the brand by becoming a utility in the lives of customers. The power and value of Email 2.0 can transform CMOs into Chief Profitability Officers of their businesses, and perhaps into future CEOs. Email 2.0, like Tesla, can truly make tomorrow’s world a better place for all of us as custodians of brands and customers of products.”

Can B2C Email Become Free?: “Email is the crucial link in the global media and ecommerce industries. Imagine a world without email, and many industries will collapse. Without the power of push messaging via email, how will they bring customers back to their properties (website or app)? Brands with apps can send push notifications, but even these are now blocked by many. Utility brands have an advantage because their apps become a habit. But for most others, either they have to spend a lot of money connecting a category with their brand name, or its push messaging. And that is what has kept email alive through the years; there simply is no better push channel in terms of RoI than email. It is the humble email that still works as the lynchpin for trillions in consumer spending decisions.”

Can B2C Email Become Free?: “Five innovations can transform email as we know it, open up a much larger TAM (total addressable market) for email service providers, and make email central to a brand’s marketing strategy. These innovations are: AMP, Atomic Rewards, Email Footer, Email Ads, and Micronbox… Taken together, these five innovations usher in an upgrade to Email. They make email cool (again). The 1-way broadcast channel becomes a 2-way hotline with interactive, dynamic and real-time content. The promise of gamification and asset appreciation will also drive greater engagement, which should lead to better brand-customer relationships. The better the retention, the less will be the need for new acquisition to plug the gap – thus reducing AdWaste and helping improve profitability at brands.”

ProfitXL: Supersize Profits with the SHUVAM Framework: “AMP, because of its underlying email base, costs a fraction of that of WhatsApp (which is controlled by Meta). While still in its infancy in terms of use cases being deployed, AMP will enable what I call “All-in-Mails”. From filling forms to lead generation, from spinning wheels for offers to using calculators for answers, from getting additional product information to acting on abandoned shopping carts, from searching to paying – AMP is the future of email. Think of it as Email 2.0 – email without the need for clickthroughs and landing pages, a world without redirects.”

ProfitXL: “Atomic Rewards is the icing on the cake. Instead of paying Badtech, brands can pay their customers. This is Loyalty 2.0, moving beyond the transaction to incentivising and gamifying the upstream (attention and data) and the downstream (ratings, reviews and referrals). This manifestation as Web3 tokens will ensure no single entity will be able to devalue the points earned. Atomic Rewards can drive a circular economy between brands and customers: more actions lead to more tokens for customers, which in turn makes brands value them even more. These rewards can then be exchanged for unique experiences or fiat currency.”


Writings – 2

AMPifier: The Heart of Email 2.0 Hotlines: “Ems, which offer daily short messages with informative content to be consumed in 15-30 seconds. AMP, which brings in interactivity, and can potentially eliminate the clickthrough to the landing page, thus removing a step (and friction) from the conversion funnel. Atomic Rewards, which offers micro-incentives to consumers for specific actions (like feedback, ratings, zero-party data). AMPlets, which can combine AMP and Atomic Rewards to transform the email footer with brandlets and gamelets. Adlets, which can potentially make B2C emails free. The primary objective of these initiatives (which I broadly club under ‘Email 2.0’) is to improve the efficacy of the email channel and thus help solve the crux of the brand-customer relationship: a communication and interaction which both parties benefit from. Customers get personalised messages with greater relevance and with reduced friction in the interaction. Brands get better engagement with their existing customers which can bring down the need to retarget via Big Adtech and thus cut down on AdWaste which could account for half of their digital market spend.”

AMPifier: “Just as cities upgrade their infrastructure every so often to make themselves attractive to new residents, Email 2.0 is also about bringing in millennials and Gen-Z customers who have grown up on messaging apps. The interactive and incentivised inbox will herald the renewal of email. For brands seeking profits, they need look no further than the AMPifier as the energiser the world needs to reboot and refresh email. At stake is the $200 billion AdWaste – half of the digital marketing spends done by brands. Also at stake is the path to profitability for brands. This journey runs via Email 2.0 hotlines, with the AMPifier as the underlying engine powering customer interactions.”

Quizzing in Email: An Innovation in the Inbox: “As I was thinking of interesting AMP use cases, I thought of quizzes. None of us has seen a quiz in an email because emails have not been interactive. Clicking through to a landing page and then answering questions creates inertia and we just let the moment pass. Remembering to open an app daily and participate leaves quizzing to the most passionate. I asked myself: what if we combined the power of AMP in email with the attraction of quizzing? Imagine getting a few questions daily in the inbox and answering them – all in a matter of seconds.”

Email and AI: A Perfect Match: “[Email marketing] is all about the right Rs: right person, right message, right time. As I had previously mentioned, there are 8 elements in an email that we need to discuss. Four of them are where some AI is already being used (subject, segment, time, delivery); the other four are where AI can be applied in the future (header, body, footer, landing page)… AI is the future of email marketing. So far, AI has helped in campaign management with the help of machine learning. Now, the time has come for AI to be used in the creative process. By removing friction from a marketer’s life, AI is the enabler for taking email marketing to even greater heights and RoI in the years to come.”

The Coming of Inbox Commerce: “In the US, email is one of the most important channels marketers use for their communications with consumers. (SMS is now rising rapidly but has many limitations which RCS promises to fix.) Actions inside email had so far been restricted to simply clicking through to a landing page. What we were showing [at the trade shows] was extraordinary – the ability to do “all-in-email” – search, browse, add to wishlist, add to cart, pay, and a lot more – right inside the email. This was something no one had ever seen or experienced. And that is when I knew we were on to something big.”

Email Shops can Transform eCommerce [LINK]: “eCommerce has remained largely the same with the actions and transactions taking place on the brand’s properties or via intermediaries (marketplaces) on their websites and apps. This is about to change…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. Combined with Atomic Rewards to incentivise opens and other non-transactional actions, email shops have the potential to increase conversions exponentially, thus reducing the need for expensive and continuous new acquisitions to drive revenue growth. Email shops can thus become the profitability drivers for brands… Email shops can beautify every broken profit-killing customer experience to help brands in their journey towards exponential, forever, profitable growth and eventually to a “profipoly’ (profits monopoly).”

So, is Email 2.0 ready to take on the super app mantle?


Super App – 1

What exactly is a super app?

Wikipedia: “A super-app (also written as super app or superapp) is a mobile or web application that can provide multiple services including payment and financial transaction processing, effectively becoming an all-encompassing self-contained commerce and communication online platform that embraces many aspects of personal and commercial life. Notable examples of super-apps include Alipay, Tencent’s WeChat in China, and Grab in Southeast Asia. For end users, a superapp is an application that provides a set of core features while also giving access to independently developed miniapps. For app developers, a superapp is an application integrated with the capabilities of platforms and ecosystems that allows third-parties to develop and publish miniapps.”

Gartner: “A superapp is like a Swiss army knife — with a range of component tools (miniapps) that the user can use and remove as needed. Superapps are trending because users, especially the younger generation born in the age of smartphones, demand mobile-first experiences that are powerful and easy to use… A superapp, super app or super-app is an application that provides end users (customers, partners or employees) with a set of core features plus access to independently created miniapps. The superapp is built as a platform to deliver a miniapps ecosystem that users can choose from to activate for consistent and personalized app experiences… Superapps are often created for customers to consolidate services, features and functions of multiple mobile apps into a single app — such as financial services.”

Pymnts: “Super apps often have a broad scope and can include features such as social networking, eCommerce, banking, transportation payments and more. They are designed to be convenient and efficient, providing users with a one-stop solution for many of their daily needs. Because of their broad service scope, these apps often have large user bases…As much as is being made of the super app phenomenon in markets where they’re already in high use, like China, some still struggle with the basic idea of one app to rule them all.”

Imaginary Cloud: “A superapp is a one-stop shop for all your needs, offering various services and features within a single app. Here are a few examples: social media features such as messaging, video calling, and status updates, e-commerce features such as shopping, payments, and delivery tracking, communication features such as email, voice, and video calls, utility features such as weather, news, and maps, productivity features such as note-taking, scheduling, and task management, financial services such as banking, investments, and insurance, health and wellness features such as fitness tracking, meditation, and health records.”

a16z: “The poster child for super apps has long been China’s omnibus app WeChat. Launched by Tencent in 2011, WeChat allows its users to text each other, access city services, pay for your utilities, send peer-to-peer payments, stream videos… the list is practically endless. Another popular super app is Go-Jek in Indonesia, which combines a ride-hailing app with additional services like paying utility bills, moving and shipping, pharmacy delivery, all in one spot (its app description is literally “One app for every need”). The secret to a super app’s success is its ability to use existing user traffic and distribution (in WeChat’s case, the flywheel started with messaging) to drive lead generation and traffic to its partners. The more you can do on the app — with as little friction as possible — the stronger the flywheel.”


Super App – 2

Economist (December 2022): “Launched in 2011, WeChat rode the wave of Chinese smartphone adoption. Today it boasts 1.3bn users and stunning ubiquity. Adding payments, e-commerce and gaming capabilities on top of its messaging platform made the app wildly popular. The launch of “mini programs”, the millions of third-party applications which exist within WeChat-proper, in 2017 cemented the platform as the real operating system of the Chinese internet. There is no shortage of super-app-building across other developing economies. In South-East Asia Grab competes with GoTo, formed by a tie-up between Gojek, a ride-hailing giant, and Tokopedia, an online marketplace.”

WSJ (July 2022): “The definition of “super app” is fuzzy, but companies and their leaders most often use it to describe a state of cramming ever more features and functions into their apps—often ones adjacent to, but distinct from, their core functionality. So, for example, a financial-tech super app might start with payments and bolt on buy-now-pay-later, cryptocurrency and in-app storefronts. For social media, it could mean incorporating things like shopping. And for a delivery and ride-hailing company, it might mean adding new modes of transportation or other categories of goods for drivers to convey… For companies, building super apps is about maintaining growth despite current economic headwinds and changes in how revenue is generated on the internet. It’s also about gaining an edge in the battle with competitors to capture as much of our time, attention and money as possible.”

I asked ChatGPT: “What is a super app? What are the 3 most important advantages and disadvantages of super apps?”


A super app is a multifunctional mobile application that combines several services and features within a single platform. It aims to create a seamless and convenient user experience by consolidating various functions such as messaging, e-commerce, ride-hailing, food delivery, bill payments, banking, and other services.

Advantages of super apps:

  1. Convenience: Super apps provide a one-stop solution for users to access multiple services, reducing the need to install and navigate multiple individual apps. This streamlined experience saves time and effort for users.
  2. Cross-functionality: Super apps can leverage their user data to provide personalized recommendations and services across different functions. This data-driven approach allows for better customer targeting, improved user experience, and increased customer retention.
  3. Economies of scale: For businesses operating within a super app, there are cost advantages due to shared resources, infrastructure, and user base. This can lead to lower customer acquisition costs, better marketing opportunities, and overall operational efficiency.

Disadvantages of super apps:

  1. Monopolistic concerns: Super apps may lead to the centralization of power and influence within a single company or platform. This could create an unfair competitive environment, stifling innovation and potentially leading to monopolistic practices that can negatively impact consumers and businesses.
  2. Privacy and security risks: With a vast amount of user data collected and stored within a super app, there is an increased risk of data breaches, privacy violations, and potential misuse of personal information. Users might be hesitant to trust a single app with all their data and services.
  3. App complexity: The integration of multiple services within a single app can lead to increased complexity in both design and user experience. This could make it harder for users to navigate the app or for developers to maintain and update the platform.



Email is an unlikely candidate for being considered a super app. It is not owned by a single brand – it is an identity and an inbox. Messaging as a feature is already built-in to email. What Email 2.0 does is convert every email into a mini-app. So, while there may not be a single app with access to multiple services, the email inbox with support for AMP can provide a gateway to every conceivable service. Every brand can build its own mini-app in the emails they send. From search to browsing to chat, from cart management to making payments, from tracking deliveries to providing feedback – the possibilities of Email 2.0 are endless. AMP makes static emails come to life – thus elevating the power and potential of the inbox. The biggest boon is for eCommerce companies: by bringing the conversion funnel closer to the customer, it reduces friction and increases transactions. So, while the conventional definition of a super app may not apply to email, its Email 2.0 upgrade is versatile enough to fit the bill. It is up to marketers to leverage the interactivity AMP offers.

I asked ChatGPT to suggest criteria to determine if an app can be considered a super app or not. It provided a list of 10 questions:

  1. Multiple services: Does the app offer a wide range of services across different categories, such as e-commerce, ride-hailing, food delivery, bill payments, banking, and more?
  2. Integrated experience: Are the services provided within the app seamlessly integrated, allowing users to access them without having to switch between different apps or platforms?
  3. Single sign-on: Does the app allow users to log in once and use their account credentials across all the services provided within the platform?
  4. Cross-functionality: Does the app leverage user data across different services to provide personalized recommendations, promotions, and a tailored user experience?
  5. Large user base: Does the app have a substantial user base, making it a popular choice in the market it operates in?
  6. Partnerships and ecosystem: Does the app have a robust network of partnerships with various service providers and businesses, creating an extensive ecosystem for users to access within the app?
  7. Payment integration: Is there a built-in payment system that allows users to make transactions for various services within the app, simplifying the payment process?
  8. Scalability and adaptability: Can the app easily incorporate new services or features as the market evolves, without compromising user experience or app performance?
  9. Localization: Does the app cater to local preferences, languages, and regulations, ensuring that it meets the needs of the target market?
  10. Social features: Does the app include social features, such as messaging or sharing options, that promote engagement and communication among its users?

So, does Email 2.0 fit the bill? I continued the conversation with ChatGPT.


Super or Not


AMP can make email a super app. Can you check if AMP in email qualifies to be a super app for each of the criteria points listed?


AMP (Accelerated Mobile Pages) for email is a technology that allows for interactive and dynamic content within emails. While it significantly enhances the email experience, it doesn’t quite meet the criteria for being a super app. Let’s analyze each point:

  1. Multiple services: AMP for email enhances the functionality of emails, but it does not provide a wide range of distinct services like a super app does.
  2. Integrated experience: While AMP for email can integrate different interactive elements within the email itself, it doesn’t integrate various services into a single platform in the same way a super app does.
  3. Single sign-on: AMP for email doesn’t necessarily offer a single sign-on for various services, as it primarily focuses on enhancing email content.
  4. Cross-functionality: AMP for email allows for personalized and dynamic content within emails but doesn’t provide cross-functional recommendations and promotions across different services like a super app does.
  5. Large user base: Although email itself has a large user base, AMP for email is a specific technology that enhances email content, rather than being an all-in-one platform.
  6. Partnerships and ecosystem: While AMP for email may involve partnerships with email service providers and clients, it doesn’t create an extensive ecosystem of various services like a super app.
  7. Payment integration: AMP for email can potentially integrate payment features within emails, but it doesn’t provide a comprehensive payment system across various services like a super app.
  8. Scalability and adaptability: AMP for email is scalable and adaptable in terms of enhancing email content, but it doesn’t encompass multiple services or features like a super app.
  9. Localization: AMP for email can be tailored to local preferences and languages within the content of emails, but it doesn’t cater to the specific services and regulations like a super app.
  10. Social features: Although AMP for email can enable more engaging and interactive content, it doesn’t provide social features such as messaging or sharing options that promote engagement and communication among users, like a super app.

In summary, while AMP for email significantly improves the email experience by allowing for interactive and dynamic content, it doesn’t meet the criteria to be considered a super app, as it primarily focuses on enhancing email functionality rather than providing a wide range of integrated services within a single platform.


What will it take to make email with AMP to be considered a super app?


Transforming email with AMP into a super app would require significant changes and integration of additional services beyond enhancing email content. Here are some steps that could be taken to move toward this goal:

  1. Integrate multiple services: Incorporate various services like e-commerce, ride-hailing, food delivery, bill payments, banking, and more within the email platform, making it a one-stop solution for users.
  2. Create a seamless user experience: Develop a unified interface that allows users to access and interact with all the integrated services without leaving the email environment.
  3. Implement single sign-on: Allow users to log in once and use their account credentials across all the services provided within the platform.
  4. Enhance cross-functionality: Leverage user data across different services to provide personalized recommendations, promotions, and a tailored user experience, similar to what super apps offer.
  5. Expand partnerships and ecosystem: Establish a robust network of partnerships with various service providers and businesses, creating an extensive ecosystem for users to access within the email platform.
  6. Integrate payment systems: Embed a built-in payment system within the email platform to allow users to make transactions for various services, simplifying the payment process.
  7. Ensure scalability and adaptability: Design the email platform to easily incorporate new services or features as the market evolves, without compromising user experience or app performance.
  8. Focus on localization: Cater to local preferences, languages, and regulations, ensuring the platform meets the needs of the target market.
  9. Add social features: Introduce social features, such as messaging or sharing options, that promote engagement and communication among users within the email platform.

Transforming email with AMP into a super app would be a complex and ambitious project, requiring significant technological advancements and changes in user behavior. It may also face challenges in terms of privacy, security, and competition with existing super apps. However, if executed well, it could potentially revolutionize the way users interact with various services through their email.

[Rajesh] As you may have guessed by now, I have a different take on Email 2.0 being the new super app.



What email does not have to solve for is the bootstrap problem – AMP in email is supported by Gmail and Yahoo, who together have over 2 billion mailboxes. Of all the criteria for a super app we have discussed, there are five which I think are the most important: single sign-on, access to multiple services, support for payments, open architecture for extensions, and security. So, let’s evaluate Email 2.0 against each of these.

Single sign-on: All marketing emails come into the email inbox. There is thus an in-built single sign-on just to the email app. No separate access is needed to incoming emails.

Services: Inside the inbox and within their emails, brands can offer their own mini-apps. There are very few limits to what can be created. These apps can engage with the brand’s services to facilitate two-way interactions. While there are some limitations on what AMP can do, there is a lot of heavy lifting that can be done on the server to create myriad use cases. Here are examples of customer journeys across the customer lifecycle for eCommerce, BFSI, and travel and hospitality.

Payments: AMP can support in-channel payments – subject to the regulations in the country. The one difference with existing super apps is that each brand will have its own payment handling rather than a single solution across the email inbox. In that sense, think of the inbox more like a mall with separate checkouts in each store rather than a megastore with a single checkout.

Architecture: Email’s open architecture lets any brand construct AMP emails. In fact, a super app can be limited by the choices that the app controller makes. In the case of email, any brand can create AMP emails to engage with its customer base.

Security: AMP, originally conceived at Google, has very strong security. Content sent over the internet is encrypted. An AMP email loses its interactivity when it is forwarded with the fallback content showing up. Netcore has a detailed explainer. Even ChatGPT agrees.


AMP (Accelerated Mobile Pages) for email is designed to provide dynamic and interactive content within emails. While it aims to enhance the user experience, AMP for email also takes into account security concerns. Some of the security features associated with AMP in email include:

  1. Content restrictions: AMP for email has strict limitations on the components and scripts allowed within the email. This reduces the risk of potentially malicious code being executed in the user’s email client.
  2. Sandboxing: AMP for email content is usually sandboxed or isolated from the rest of the email client, preventing potential security risks from affecting the client or the user’s device.
  3. Validation: The AMP framework requires that AMP emails pass validation checks before they can be rendered by email clients. This validation process ensures that the AMP email adheres to the rules and specifications defined by the AMP project, reducing the likelihood of security vulnerabilities.
  4. HTTPS requirement: AMP for email mandates the use of HTTPS (secure HTTP) for all network requests, ensuring that data transmitted between the user’s device and the server is encrypted and secure.
  5. Limited access to user data: AMP for email does not have direct access to the user’s cookies, local storage, or other sensitive information stored in the email client. This limits the potential for misuse of personal data.
  6. Email provider’s security features: AMP emails are subject to the same security features implemented by the email provider, such as spam and phishing filters, which help protect users from potentially harmful content.

[Rajesh] So, are we ready for Email 2.0 as the next super app?


New Dawn

What has held back the rise of Email 2.0 as the new super app is a combination of two factors. Email Service Providers (ESPs) have been slow to take AMP to their customers; marketers need handholding and education with implementation because the emails need to combine creativity and code. Marketers on the other hand have taken email for granted and limited its usage to sending posters or a collection of items (headlines, products), where the only action possible is a clickthrough. Imagine headlines which expand in-place, imagine carts which can be managed within the email, imagine feedback and ratings collection without the need for a redirect to a landing page. Would we not view more stories (each of which could have an interactive ad)? Would we not add more items to the cart if we did not have to exit the email with the first click? Would we not provide more responses if all it needed was a tap? A new world beckons – one which few have experienced.

Brands today are beset with profit-killers in the engagement with their existing customers. Email 2.0’s super app status can beautify every broken profit-killing customer experience and accelerate the brand’s march to exponential, forever, profitable growth and eventually becoming a profipoly (profits monopoly). This journey cannot be undertaken with the burden of AdWaste on new customer acquisition; it necessarily needs success with existing customers. Email 1.0 may have fallen behind other exciting new channels like two-way SMS, push notifications, RCS, and WhatsApp, but Email 2.0 leapfrogs them all with its “All-in-Email” approach. What marketers need to grasp is the superpower they now have in their grasp.

Every consumer company needs to rethink their business and ask: “How can I AMP-ify my customer engagement?” AMP can be combined with innovations like Ems (short emails), Atomic Rewards (gamified incentives for non-monetary actions which are at the upstream and downstream of transactions), rethinking the email header and footer with AMPlets for search and NPS ratings respectively, exploring the possibility of free B2C emails financed by ads, and rethinking the email inbox as an AMP ‘micronbox’. Together, they can create a new magical experience in the lives of customers with the elimination of friction-laced clickthroughs.

For the past few weeks, I have been taking ‘brain breaks’ with QuizMails. These 30-second thrillers would have been unimaginable in the pre-Email 2.0 world. Just finding an app and opening it would have taken more time! Now, these emails just show up in my inbox twice daily to test and educate me. I am hoping that in the months to come, marketers open their eyes to the opportunity that lies in front of them, the power to delight their existing customers and boost profitability by cutting down on AdWaste. That which was once old and forgotten is new and magical. Email never really went away from our lives. All it needed was an upgrade and refresh for the modern era. The Email Era is coming for everyone – from Gen Z to the seniors. Like a superhero who had slipped into the background but never really disappeared, Email 2.0 is coming back as our new super app.