Email’s New Triad: AMPs, Epps, Ads

Published July 20-24, 2024

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Staying Power

A topic I have written extensively about is how email is changing. In this short essay, I will summarise my previous writings and distill the essence of what’s driving this transformation. While some marketers believe that email has no future compared to newer channels like WhatsApp, RCS, and app push notifications, I firmly believe that email has an even brighter future, especially with the innovations companies like Netcore are bringing to the market. There is no other push and interactive channel with the price-performance ratio of email. The question marketers should be asking is not “Why is email not delivering?” but “Why is email not delivering for me?”

The future of email revolves around three key innovations I have discussed in recent writings: AMPs, Epps, and Ads. AMP emails (Email 2.0, as I have termed it) are interactive and dynamic, allowing engagement and conversion to happen within the email itself, eliminating the need for clickthroughs to landing pages or apps and thereby reducing friction. Epp (Email App, which can be thought of as Email 3.0) involves building fully functional apps within the email, serving as an alternative to websites and mobile apps. Action Ads are a new format where the landing page is embedded within the ad, improving outcomes. The foundational technology for all three is AMP, a standard endorsed by Google and Yahoo.

While AMP has been around for many years, its potential has not been fully harnessed. It is the biggest innovation in email in the past 15 years. Just as AI promises to transform PCs and smartphones, AMP is already starting to transform the email experience. The combination of AMP with gamification through Atomic Rewards and hyper-personalisation via AI will create completely new experiences within email.

A couple points to note: Email is also universally accessible and does not require additional app downloads, making it a versatile and far-reaching medium for all demographics. AMP emails offer better data privacy and security compared to other channels, which is increasingly important in the current digital landscape.

When smartphones launched, the first generation of brand properties were mobile versions of desktop websites. Then came mobile apps built natively for mobile. Similarly, the first generation of AMP emails brought landing page functionality into the email. The next generation of Epps will bring full apps within the email. Combine this with the ability to “star” emails in the inbox, and a whole new world emerges. The same email can now update itself every time it is opened, presenting real-time news, stock quotes, sports scores, and new microcontent with each open. Developers will be limited only by their imagination in crafting self-contained Epps that eliminate friction in our lives.

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

In short, big changes are coming to email. It is going to be an “industry reset” because the impact will ripple across multiple adjacent industries, from other CPaaS channels to digital advertising. Tens of billions of dollars can shift to the email ecosystem, saving brands and advertisers many times more. Just as Marketing’s AI triad (Large Customer Models, Digital Twins, and Co-Marketer) promises a complete transformation of customer engagement, Email’s new triad of AMPs, Epps, and Ads will disrupt customer communications. Together, they will address the two biggest profit drivers in marketing: anticipating intent and influencing actions. Agentic AI and Channels 2.0 (led by Email 2.0 and 3.0) will solve the problems of persuasion and personalisation at scale and the creation of EnCoRe (engagement, conversion, and retention) hotlines. Together, they will power the Profipoly Quest for pioneering businesses.

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AMPs (Email 2.0)

AMP in email is a groundbreaking innovation that is transforming the way brands engage with their customers. By enabling interactivity and real-time content within the email itself, AMP emails (shortened to AMPs) are setting a new standard for customer experience.

One of the primary benefits of AMP in email is its ability to facilitate interactivity directly within the email. Traditionally, emails have been static, with limited engagement opportunities confined to clicking through to external websites or apps. AMP changes this paradigm by allowing users to interact with various elements within the email itself. For instance, users can now browse product catalogs, complete forms, RSVP to events, and even make purchases without ever leaving their inbox.

This interactivity reduces friction in the customer journey, making it easier for recipients to engage with the content. As a result, brands can expect higher engagement rates and better conversion outcomes. The ability to interact directly within the email streamlines the process for users, eliminating the need for multiple steps and providing a more seamless experience.

Another significant advantage of AMP in email is the delivery of real-time content. Traditional emails are static, and their content remains the same once they are sent. With AMP, the content can be dynamically updated each time the email is opened. This means that users always see the most current information, whether it’s the latest news, updated product prices, or new offers.

Real-time content ensures that emails remain relevant and valuable to recipients. For example, a retailer can send an email featuring a flash sale, and the products displayed will reflect the current stock levels and prices. This capability keeps the email content fresh and engaging, encouraging users to open the emails multiple times and interact with the latest updates.

The interactivity and real-time capabilities of AMP in email provide brands with enhanced metrics and analytics. Traditional email metrics such as open rates and click-through rates offer limited insights into user engagement. However, with AMP, brands can track a wider range of interactions within the email, such as form submissions, carousel interactions, and in-email purchases.

To summarise: AMPs make for a better customer experience by making emails more interactive, personalised, and relevant. By allowing users to engage with content directly within the email and providing real-time updates, AMPs reduce friction and enhance the overall user experience.

Additional Reading:

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Epps (Email 3.0)

Traditional emails have limitations in terms of interactivity and engagement. While this can be overcome with AMPs (Email 2.0), more is needed to unleash the true power of what’s possible. Enter Epps, or Email Apps. They represent the next evolution in email engagement, providing brands with powerful tools to capture attention, drive conversions, and foster deeper customer relationships.

Epps are advanced email applications that bring app-like functionality directly into the email inbox. They enable multi-screen implementations, real-time updates, and self-contained interactions within the email. Unlike traditional emails that require clickthroughs to external websites or apps, Epps allow users to complete actions directly within the inbox. This seamless experience eliminates friction and enhances user engagement.

There are three characteristics of Epps:

  1. Interactivity: Epps are designed to be fully interactive within the email. Users can browse product catalogs, complete forms, participate in polls, and even make purchases without leaving their inbox. This interactivity increases engagement and reduces the steps needed to complete actions, making the user experience more streamlined and enjoyable. No companion website or mobile app is needed.
  2. Self-Contained Functionality: Epps are entirely self-contained, meaning users do not need to visit external websites or download separate apps. This convenience makes Epps accessible from any device that supports email, enhancing their usability and reach.
  3. Real-Time Updates: One of the standout features of Epps is their ability to update dynamically each time the email is opened. This ensures that users always see the most current information, whether it’s the latest news, stock updates, or personalized offers. Real-time updates make Epps particularly valuable for time-sensitive content and keep users informed without cluttering their inbox with new emails. Multi-player games can be another big application area.

Epps offer many advantages over traditional emails and apps:

  • Enhanced Engagement: By providing interactive elements within the email, Epps significantly boost user engagement. Features like quizzes and games make emails more engaging and can transform routine interactions into enjoyable experiences.
  • Improved User Experience: The real-time update capability ensures that users always have access to the latest information. This reduces the need for multiple emails and enhances the relevance and timeliness of the content.
  • Increased Conversion Rates: Epps streamline the user journey by allowing actions to be completed within the email. This reduces friction and increases the likelihood of conversion, whether it’s making a purchase, opening a new bank account, or browsing a stock portfolio.

Epps have wide-ranging applications across various industries:

  • Retail and E-Commerce: Epps can showcase interactive catalogs, personalised shopping recommendations, and flash sales, all within the email. Users can browse, select, and purchase products directly from their inbox.
  • Banking and Finance: Financial institutions can use Epps to provide account management tools, loan applications, and investment portfolio updates, enhancing the convenience and accessibility of financial services.
  • Travel and Hospitality: Epps can facilitate flight and hotel bookings, itinerary management, and loyalty program updates, making travel planning seamless and integrated.
  • Healthcare: Healthcare providers can use Epps for appointment scheduling, telehealth consultations, and medication management, improving patient engagement and care management.
  • Media and Entertainment: Epps can deliver streaming schedules, interactive content, and personalised recommendations, enhancing user engagement with media services.

As Epps continue to evolve, they have the potential to redefine how we interact with our inboxes, making email a central hub for a myriad of daily activities. This innovative approach to email engagement is set to revolutionise the digital marketing landscape, providing brands with new opportunities to connect with their audiences in meaningful and impactful ways.

Additional Reading:

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Action Ads

Email advertising, a seemingly untapped potential in the vast digital advertising landscape, is on the brink of a transformative evolution. Despite the massive volume of business-to-consumer emails sent each month and the substantial revenue generated by digital advertising, ads in emails have not yet fully taken off. However, the advent of Action Ads, powered by innovations like AMP technology and Atomic Rewards, promises to change this dynamic. Action Ads bring interactivity and engagement directly into the email, offering a seamless and effective advertising experience.

Action Ads are interactive advertisements embedded within emails that allow recipients to engage with the ad content without leaving their inbox. Unlike traditional email ads, which often require clickthroughs to external landing pages, Action Ads enable users to complete actions such as filling out forms, making purchases, or subscribing to services directly within the email. This in-place interaction reduces friction and enhances the user experience, making it more likely for recipients to engage with the ad.

There are two additional innovations driving Action Ads:

  • Atomic Rewards: Atomic Rewards introduce micro-incentives to nudge user actions. These rewards, represented by a pan-brand token called Mu, encourage recipients to interact with the email ads.
  • Email Footer Utilisation: The email footer, often an overlooked space, can be reimagined to include Action Ads. By placing interactive and engaging content in the footer, brands can capture user attention and drive actions without disrupting the main message of the email. This strategic placement leverages the full potential of the email space.

These are the 4 Ps of Action Ads:

  • PII: Action Ads utilize PII (Personally Identifiable Information) to deliver highly targeted and personalized advertisements based on the recipient’s known identity, enhancing the relevance and effectiveness of the ads.
  • Push: Action Ads leverage the push nature of emails, ensuring that the advertisements reach recipients directly in their inboxes without requiring any prior action from the user. In fact, the inventory of hundreds of billions of emails being already sent each month is already available.
  • In-Place: Action Ads allow users to engage with and complete actions directly within the email, eliminating the need to click through to external websites or apps.
  • Payments: Action Ads enable frictionless, in-email transactions by incorporating secure payment options, allowing users to make purchases seamlessly within the email itself.

By integrating Action Ads, brands can create new revenue streams and enhance their advertising efforts. Additionally, email service providers (ESPs) can benefit by offering innovative ad formats that drive engagement and generate ad revenue. They could also create an “email media network” across brands, connecting list owners (brands and publishers) with advertisers.

As the digital advertising landscape continues to evolve, Action Ads offer a promising solution for brands seeking to maximise the potential of email advertising and connect with their audiences in more meaningful and impactful ways. This innovation heralds a new era of email engagement, making email advertising a powerful and effective tool in the digital marketer’s arsenal.

Additional Reading:

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User Stories

I asked ChatGPT and Claude to write a user story about Arun and his experiences with email’s new Triad.

ChatGPT

Arun starts his day like many others: he checks his email. However, his email experience is far from ordinary. Thanks to the innovations of AMPs, Epps, and Action Ads, Arun’s inbox has become a dynamic, interactive hub that significantly enhances his daily routine.

Morning Routine: Engaging with AMPs

As Arun sips his morning coffee, he opens an email from his favorite retailer. This is not just any email; it’s an AMP email. He is immediately greeted with an interactive product catalog that he can browse without leaving his inbox. He selects a few items, fills out a quick form for a discount, and completes a purchase—all within the email itself. This seamless, frictionless experience sets a positive tone for his day, showcasing how AMPs can streamline user interactions and boost engagement.

Mid-Morning: Productivity with Epps

Later in the morning, Arun receives an email from his bank. This isn’t just a notification about his account balance; it’s an Epp (Email App) that provides a full suite of banking services within the email. Arun can check his recent transactions, transfer funds, and even apply for a new credit card without opening a separate app or website. The Epp’s real-time updates ensure that all information is current, making his banking experience smooth and efficient. This level of interactivity and convenience is a testament to how Epps can transform traditional emails into powerful, multifunctional tools.

Afternoon: Interactive Content and Real-Time Updates

Around lunchtime, Arun checks an email from his preferred news outlet. This email features real-time updates on stock prices, news headlines, and sports scores. Using the dynamic capabilities of AMP, the content refreshes every time Arun opens the email. He no longer needs to visit multiple websites to stay informed; everything he needs is right in his inbox. This continuous flow of relevant information keeps him engaged and informed throughout the day.

Early Evening: Action Ads and Seamless Transactions

As the day winds down, Arun decides to unwind with some online shopping. He opens an email from an e-commerce site featuring Action Ads. These interactive advertisements allow Arun to view product details, add items to his cart, and even complete the purchase—all without leaving the email. The ad uses his PII (Personally Identifiable Information) to personalize the recommendations, making the ads highly relevant to his interests. The integrated payment options enable frictionless transactions, turning Arun’s casual browsing into actual sales with minimal effort.

Evening: Entertainment and Personalized Experiences

In the evening, Arun receives an email from a streaming service. This Epp contains an interactive schedule of upcoming shows and personalized recommendations based on his viewing history. He can watch trailers, add shows to his watchlist, and even start streaming directly from the email. The ability to interact with content and make decisions without switching platforms enhances his entertainment experience, making it more enjoyable and convenient.

Conclusion: A Day Transformed by Email’s New Triad

Arun’s day exemplifies the transformative power of email’s new triad—AMPs, Epps, and Action Ads. These innovations turn emails into dynamic, interactive experiences that streamline daily tasks, enhance user engagement, and drive conversions. By incorporating real-time updates, in-place interactions, and personalized content, these advanced email technologies significantly improve the user experience. For Arun, his inbox is no longer just a place to receive messages; it has become an integral part of his daily life, offering convenience, engagement, and seamless interactions at every turn.

Claude

Arun starts his day by checking his email inbox on his smartphone. Among the various messages, an email from his favorite clothing brand catches his eye. The subject line reads, “Arun, check out our latest collection and get an exclusive discount!” Intrigued, he opens the email.

To his surprise, the email is unlike any he has seen before. Instead of static text and images, the email is interactive and dynamic. Arun can browse through the clothing collection, zoom in on product details, and even change the color of the items, all within the email itself. This is his first encounter with an AMP (Email 2.0).

Excited by the seamless experience, Arun selects a shirt he likes and proceeds to purchase it directly within the email. He fills in his shipping details and makes the payment securely, without ever leaving his inbox. The frictionless process amazes him, and he eagerly awaits his new shirt’s arrival.

Later in the day, Arun receives an email from his bank. Upon opening it, he discovers an Epp (Email App) that allows him to manage his account, view his transaction history, and even apply for a loan without visiting the bank’s website or app. The real-time updates and self-contained functionality of the Epp make his banking experience more convenient than ever before.

As Arun scrolls through his inbox, he notices an ad in the footer of an email from his favorite news publisher. The ad, powered by AMP technology, is an Action Ad that promotes a new smartphone. Intrigued by the interactive features, Arun engages with the ad, exploring the phone’s specifications and features within the email itself. A micro-incentive in the form of a token catches his attention, and he earns it by completing a short survey within the ad.

In the evening, Arun receives an email from his airline, informing him about an upcoming flight. The Epp within the email allows him to check-in, select his seat, and even upgrade his ticket using his loyalty points. The real-time updates ensure that he always has the most current information about his flight status and gate number.

As Arun reflects on his day, he realizes how much his email experience has evolved. The interactive and dynamic nature of AMPs, the convenience and functionality of Epps, and the engaging and rewarding experience of Action Ads have transformed his inbox into a central hub for his daily activities. He looks forward to seeing how brands will continue to innovate and enhance his email experience in the future.

Arun’s story showcases how Email’s New Triad – AMPs, Epps, and Action Ads – can revolutionize the way users interact with their inboxes. By providing seamless, interactive, and personalized experiences, these innovations have the potential to reshape customer engagement and create new opportunities for brands to connect with their audiences in meaningful ways.