Microns and Brands: Made for Each Other

Published April 22-May 3, 2021


Only Signal, No Noise

The big idea of microns: very short emails that can be consumed in 15-30 seconds and become a habit. A micron (micro newsletter) is just about the length of a mobile screen and can be read in a glance. From news headlines to health tips, from quotes to learning a new word daily, from getting bite-sized chunks of philosophy to a poetry snippet, microns can inform, educate and delight. Microns cut through the clutter of an ocean of content that we know is out there but we don’t actually access. Microns are signals in a world of noise, delivered straight to our email inbox. (You can subscribe to some microns and experience them yourself.)

We can think of microns as offering a new email format for brands and content creators:

  • Informational “Personalised” Emails
  • Can be consumed in seconds
  • Mobile-First: fits on a single screen; no scrolling
  • Design thinking – no cognitive overload
  • Multi-lingual
  • Push; Sent daily, at a scheduled time
  • Can have rich media (images, audio, video)
  • Humanised: crafted by a person, not a bot
  • Variety: a micron for every interest, all in one place
  • Shareable via messaging apps like WhatsApp and Facebook
  • Showcase for innovations: interactive, dynamic content

Here are a few examples of microns:

Imagine getting these microns in your inbox at different times of the day – some inform, some educate, some bring back old memories, some become To-Dos, some serve as alerts, some fulfil a long-felt need. This is the power of a micron. It is a power that brands can use to deepen relationships with their past, present and future customers.


Emails for Branding

Brands and enterprises today send various emails to us consumers, but broadly they are of two types: transactional (after we have done an action) or promotional (a call to an action). Promotional mails tend to be long with much text, many links and have numerous images to make an emotional appeal to us. Everything is about getting us to act – in those few seconds when we open and decide to scroll or skip. While emails even today are a brand’s best friend in terms of the clicks and actions that they drive, the basic format of emails has remained largely unchanged for many years. This is because brands have to pay for every communication they have to send (typically 1-3 paise per mail, or about 13-40 cents per 1000 emails). As such, the compulsion is to push as much content as possible. Given the low price point of emails, even a small number of clicks is good enough to deliver the RoI (return on investment) to create a profits flywheel for brands.

The question I started considering was: what if these branded emails could be miniaturised and made almost free? The real cost of sending an email for service providers is very small – meaning that emails have a high gross margin. What if branded microns could be offered for nearly free with a promise to recipients that every micron would have something new and useful in a clutter-free presentation? Could this open up a new win-win communications format for brands with their customers?

When something is free, there is potential for it to be abused. We are all subject to a lot of spam in our email inboxes. However good the filters of the mailbox providers like Gmail, Yahoo and Hotmail, many spammy mails do get through – it is a cat-and-mouse game. In the past few years, the situation has improved and therefore so has the efficacy of emails. It takes a lot to get mails into Gmail’s Primary Inbox – and this ensures brands work hard to ensure engagement and action with their emails.

Microns, by their very nature of being short and info-rich, are likely to have extremely high engagement – they will be read on arrival into the inbox. Every micron opened will lead to subsequent microns being delivered into the inbox because of the way the algorithms work. Microns can thus be used for something that email has not been used for – branding. By having emails delivered at a near-zero cost into the inbox, brands have an infinitely scalable opportunity to be in front of their current and prospective customers every day.


Moments 1-3

How can brands use microns? There are 6 opportunities (“micron moments”) that brands are missing out in their communications with customers. In most cases, the cost of sending the emails could be an inhibitor – a barrier that is overcome by MyToday with its near-free microns.

First, microns can play a useful role in the pre-purchase persuasion. Today, when I visit a book page on Amazon, they typically send me an email after a few days saying you had shown interest in this item, and here is a link to make the purchase. There is nothing exciting in this other than serving as a reminder in case I had forgotten to buy, which is quite rare. Here is an alternative path to pushing for a purchase. Imagine if Amazon sent me short snippets from the book as microns for the next 5 days – these will not only educate me, but very likely also nudge me towards a purchase. Of course, Amazon offers the “Look inside” option, but how many of us click on it? We don’t always buy a product the first time we see an ad and need to be prodded. Microns can be very effective as nudges – besides being informational and interesting.

Second, brands can connect with customers immediately after a purchase to tell them about the product they just purchased. Let’s say I just bought a cold press juicer via a marketplace. The seller has no idea about me. If they offered to send me a 30-day micron series on how to use the juicer right, I would definitely opt-in – and this way they also get to know me. After I buy a new car, the auto company should be sending me a month-long series on all the interesting features in the car. The same can be done by every gadget manufacturer. The key is to continue the relationship after purchase rather than treating the transaction as the culmination of a process. A decade ago, most customers only had a mobile number and sending SMSes was an expensive proposition. Customers have since become digital and email has now become identity. Microns even remove the cost element by making the communications near-free.

Third, microns can open up the world of unknown customers of a brand. Colgate does not know I am a customer and neither does Kellogg’s or Cadbury. Samsung also seems disinterested in a relationship with me despite me having bought 2 Smart TVs and 3 mobile phones in the past 3 years. Yeti does not know I am a customer of their microphone. None of the pharma companies whose medicines I use know me. Because they do not know me, they need to do continuous spending in the digital and physical world to catch my attention – again and again. Now, imagine if Colgate’s packaging can offer a QR code (linked to an email ID) where I could subscribe to receive dental care tips. Kellogg’s could offer nutritional suggestions via their microns. Cadbury’s could alert me on important days so I could gift chocolates to friends and family. Pharma companies could offer advice linked to the medicine or pills I am purchasing. In each case, a hotline is being set up with me. They know my email ID which gives them right of way to reach out to me. Microns offer an alternative to repeated bombarding of promotional content by sending small nuggets of information that can help me live better.


Moments 4-6

Fourth, microns offer a great way to connect with anonymous visitors on a website or the mobile app. If they can be offered an email opt-in to a short series of quality content when they either visit the site for the first time (or on exit), or install an app, the likelihood is they may accept – giving brands an opening. A finance site could send a 30-day sequence of microns on the basics of investing, a news site could offer to send a 7-day sequence of a backgrounder to the current big story. The key is to not jump into sending promotional content but work to build the brand one day at a time with the hope that it can grow into a long-lasting relationship.

Fifth (and connected with the previous idea) is the long tail of customers that brands have. They are not the Best Customers – the top 20% who account for 60-80% of the revenue and an even higher share of the profits. The Rest Customers are not yet loyal, but it is important to engage with them – some among them can be tomorrow’s Best Customers. The aim should be to build a connect with them with daily exposure to the brand by offering them something useful to foster an emotional bond.

Finally, target the inactive email database. These are subscribers (who may or may not be customers) who opted in to receive emails at some point of time but are no longer engaged with the promotional emails being sent to them. They could be ‘woken up’ with microns that have useful information so they start re-engaging with the brand. For example, I may have bought a product once from a beauty portal, but am now interested in buying. The portal could send microns with beauty tips to customers like me – so I start opening the emails, rather than ignoring them. If I can open three days in a row, it will become habit and the brand relationship comes alive. Once I become active, then on occasional promotional email could perhaps entice me to do the next transaction.

I have outlined six ‘micron moments’ – which add value to both the brand and the consumer. These are opportunities that brands are losing out on. The reasons could be many – what microns do is eliminate the cost angle as an obstacle to making the communication angle. Any brand – small or big – can use the bring microns into their customers lives and thus strengthen their brand recognition.


Microns for Purchase – 1

What microns can do is to convert moments into relationships. We all go through the moments where we find something interesting – an article we have read, a product we have searched for, a podcast we heard, a movie reco we saw, an interesting person we came across. These fleeting moments come – and go. Now imagine, if some of these moments can lead to (with our permission) a series of microns which serve as reminders over the next few hours or days. Let’s take an example.

I just heard a reference to “Humankind” by Rutger Bregman on BBC radio programme. In the ordinary course, I would go to Amazon, check the book page and then perhaps add it to cart or save it for a possible later purchase. If I do not buy it in the next few days, Amazon will send me an email with a reminder to complete the transaction. These emails serve little purpose other than telling me the state of my shopping cart.

Instead, imagine if I got a series of 5 microns each with a short excerpt from the book for the next few days. Something along the following lines:

Day 1: What others are saying about the book (some of the blurbs)

  • ‘An extraordinarily powerful declaration of faith in the innate goodness and natural decency of human beings. Never dewy-eyed, wistful or naive, Rutger Bregman makes a wholly robust and convincing case for believing – despite so much apparent evidence to the contrary – that we are not the savage, irredeemably greedy, violent and rapacious species we can be led into thinking ourselves to be’ Stephen Fry
  • ‘This book demolishes the cynical view that humans are inherently nasty and selfish, and paints a portrait of human nature that’s not only more uplifting – it’s also more accurate. Rutger Bregman is one of the most provocative thinkers of our time’ Adam Grant, author of Give and Take

Day 2: The Table of Contents, to remind me what the book is about


Microns for Purchase – 2

Day 3: Excerpt from the book

This is a book about a radical idea.

An idea that’s long been known to make rulers nervous. An idea denied by religions and ideologies, ignored by the news media and erased from the annals of world history.

At the same time, it’s an idea that’s legitimised by virtually every branch of science. One that’s corroborated by evolution and confirmed by everyday life. An idea so intrinsic to human nature that it goes unnoticed and gets overlooked.

If only we had the courage to take it more seriously, it’s an idea that might just start a revolution. Turn society on its head. Because once you grasp what it really means, it’s nothing less than a mind-bending drug that ensures you’ll never look at the world the same again

So what is this radical idea?

That most people, deep down, are pretty decent.

Day 4: Interviews with the author

  • NPR: “If we can actually trust each other, if we do have the courage to move to a more realistic, hopeful view of human nature, then we can move to a very different kind of society as well — and build very different kinds of schools and democracies and workplaces.”
  • Time: “I think everything starts with your view of human nature, because what you assume about other people is often what you get out of them. So if we assume that most people deep down are selfish and cannot be trusted, then you’ll start designing your institutions around that idea. And you’ll create exactly the kind of people that your view of human nature presupposes.”
  • YouTube: An interview with Aaron Bastani for Novara Media

Day 5: Book reviews

  • Washington Independent: “The premise of Bregman’s book is that evolving into big-brained homo sapiens demanded extensive cooperation, so we’re hard-wired to be social, work in groups, and consider what’s best for the collective. He suggests our innate eagerness to please and to be liked — and, crucially, our ability to feel shame — makes us more like “homo puppy.”
  • The Guardian: “There will always be a battle between our altruistic and selfish instincts, our openness and our protectiveness – it is the very stuff of human drama. Still, if the devil has all the best tunes, it makes a welcome change to read such a sustained and enjoyable tribute to our better natures.”
  • From an Amazon review: “This is an uplifting and hopeful book which has arrived at just the right time to lift spirits and to increase solidarity. It picks interesting and varied case studies to make its points, arguing the central thesis that even in what appear to be the worse situations, humans kind nature always bobs to the surface. I am enjoying reading it, however it is not really an academic text, more a text written for the popular market.”

That is what microns are – just-in-time, contextual, pithy (can be read in 15-30 seconds), and informative. They come to us in our inbox. We can read and either act or simply move on. They are short enough that we can read them in a glance rather than wait for later. Would these not be far more effective in nudging us towards a purchase after we have shown an interest in the book?


Microns for Travel

Let us take another example. Suppose you are planning to decide whether to spend some time in Hyderabad for a brief vacation. Imagine getting a series of microns, each acting as a micro-nudge to persuading you.

Day 1: Why Hyderabad is Your Perfect Winter Destination

With the temperature staying in the pleasant 20s during the day and only dipping to as low as 12 degrees in the early hours of the morning, this is the perfect time to visit Hyderabad. Roam around the city with no worries of any heat or rain ruining your plans and enjoy the pleasant Hyderabad weather.

Day 2: Two Architectural Marvels in the City of the Nizams

  • Golconda Fort: The site of discovery of the Koh-i-noor, a medieval fort now overlooking the city, Golconda is one of the historical places to visit in Hyderabad. The Sound & Light show brings alive the grandeur of one of India’s famous forts.
  • Charminar: The epic signature of the city, Char Minar is located in the heart of Hyderabad’s old city, surrounded by Mecca Masjid. Built in 1591 by Muhammad Quli Qutub Shah, it is graced by 4 minarets soaring almost 50ft in height, it has a mosque and 45 prayer spaces is amongst the famous places in Hyderabad.

Day 3: Food delicacies you must try from Hyderabad

  • Hyderabadi Biryani: If you were to rank the cuisine of Hyderabad by popularity, the biryani of Hyderabad will be at the top of the charts with its rich aromatic flavour and taste never fail to bring anyone back for a second helping! It is usually made with mutton, but chicken biryani is also a hot favourite. Where to Eat: Cafe Bahar, Basheerbagh
  • Kubani ka Meetha: Made of dried apricots, this dish comes subtly flavoured and sweetened just sufficiently. This dessert is almost a staple at most weddings and other festivities in Hyderabad. Where to Eat: Palace Heights, Abids

 Day 4: Best Places to Stay when in Hyderabad

  • Old City- Historical and architectural marvels, traditional hyderabadi food
  • Secunderabad – Army cantonment area etc.
  • Jubilee Hills — posh locale, lots of restaurants, KBR park etc.
  • Gachibowli — for IT sector, relatives, places like IKEA etc.

Each of these microns add value. Once again, the brevity ensures rapid consumption. There is only signal and no noise. There are no distractions. The content fits on a single mobile screen. The microns are only sent after consent. They are not a lifetime forced subscription – one is automatically unsubscribed once the short series is done.


Microns: More Examples

With the help of my colleagues, we put together many more ideas for microns.


Seasonal/festival-sensitive tips for cosmetics (for inactive subscribers)

#1 What make-up to wear for Diwali etc.
#2 How to avoid skin damage after Holi

#1 What makeup to wear for a wedding

E.g How to avoid dry skin in the winter, and how you can use make-up to mask it
Daily make-up tips/routine depending on the weather

Beginner make-up tips for first-time visitor to website

After purchase of product
#1 Here is a tutorial on how to use this product
#2 Videos/Insta posts using that product/product line
#3 Best occasions (weather as well) to use the product
#4 Products that are complementary (suggestions)


After student enrolled to a class/course
#1 Entire class schedule and syllabus including assignments due, date of quizzes etc.
#2 Morning reminder of classes for the day, assignments due etc.
#3 Evening reminder of homework due, how to prepare for next day’s classes

Enrolled but not going to class
#1 Tips on managing course in a busy schedule
#2 Pointers on some exciting snippets from the class/ lesson plan
#3 How other members in the cohort are benefitting (FOMO)
#4 Lesson catchup (if synchronous/ time-bound lessons)
#5 Catch-up segments from classes

Pre-purchase but been on course site 
#1 Free content preview of say one lesson in the course
#2 Mini e-book
#3 Offer to ‘audit’ the course for one (demo/live) lesson
#4 Success stories/ Testimonials from folks who have taken the course
#5 Suggestions on other similar courses
#6 Option for say certification/ just course completion and the different benefits
#7 Open house with the trainers/ counsellors
#8 Tips on managing this course with a full-time job/ school
#9 Offers (if paid course)


After looking up a gadget on site
#1 Review of the gadget
#2 Special use cases specific to that gadget
#3 Comparison of similar/same gadget from a rival company


Customer has savings and is eligible to set up a DEMAT account
#1 Email with suggestions on what to do with Savings
#2 Benefits of DEMAT
#3 How to set up a DEMAT account with snapshots of bank/NBFC’s website (3 simple steps)
#4 How to start, tips or suggestions
#5 Daily morning and evening update of portfolio with suggestion to “sell or do not sell”
#6 Daily tips for stocks, link to articles on trends


Brand Connection

This can be triggered post-purchase (direct) or through a brand requiring a registration for tips and offers. This can be particularly helpful in cases where the user is not directly known to a brand – for example, a purchase was done via a marketplace.

Instant Pot Purchase
#1 Getting started (assembly) / care instructions
#2 Simple recipes (under say 3 categories to get started)
#3 Connecting to community
#4 Planning a 30-minute dinner/ lunch – guidance
#5 Accessories that could be helpful
#6 Common mistakes and how to avoid them (if applicable)
#7 FAQ
#8 Seasonal recipes – festival, spring/summer/winter veggies, or just special

Cadbury / Nestle / Amul
#1 New launches/gift packs one may like
#2 Festival/occasion-triggered offers/ emails
#3 Fun things to do with chocolate
#4 Showcase innovations like chocolate with your “name” on it
#5 Community/ public service messages (if applicable) – for instance, the Diwali location-enabled ad done by Cadbury to promote local shops
#6 Chocolate gift ideas
#7 Ads across the years (things like this will work for brands that have been with us for long)
#8 Amul could send the cartoon of the week (even collections, or this day that year)
#9 History of chocolate, that item or the brand
#10 Chocolates from around the world / types of ‘condensed milk’ – sweetened, evaporated, dulce leche, and so on

Pharmacy / Medicines
#1 If a long-term course (like for blood pressure), offer monthly subscription
#2 Tips to reduce the medical condition
#3 Lifestyle/health tips
#4 Stories of people who have improved health
#5 Live connect with experts

#1 Fun ways to serve cereal (other than traditional)
#2 Fun combinations (with other products from same brand or outside)
#3 New launches
#4 Small puzzles/ activities for children or even adults
#5 Healthy eating tips
#6 Best with waste – example the boxes

Huggies / Pampers
#1 Invite to subscribe packs to save money
#2 Tips to prevent diaper rash, etc.
#3 Prompts as necessary to change diaper size, renew subscription
#4 Toilet training tips (though counter-intuitive)
#5 Other related products that could be helpful
#6 Connecting with mommy community
#7 Parenting tips/ curated emails

Children’s Books
#1 Books by children’s age group
#2 Books by interest/learning level
#3 Links/pointers to YouTube/ Spotify – with video/ audio book reading
#4 Other launches related to books – worksheets, puzzles, toys(?)
#5 Recommendations from other parents (could also go cross-brand)
#6 Pointers to book reading/ other related online/ offline brand events
#7 Tips to help children read, play, interact, etc.

Hopefully, these ideas give an idea of the innovative uses of microns. A subscription is linked with a moment – a trigger (interest, purchase) and can either be a short series or a much longer sequence. The idea (from a brand’s perspective) is a forever relationship – something new every day which becomes a habit for the recipient, leading to better brand recall and hopefully more purchases over time.


My Missing Microns

I made a list of all the moments brands are losing out connecting with me through the course of a day:

  • Indian Express can have a number (or QR code) for major stories which sends me a 3-day backgrounder with the wider context (and links to previous stories or op-eds). News / media sites and apps could do similar.
  • I need to take medicines for cholesterol control. The pharma company could send me tips on what else I could do for a healthy life.
  • Colgate could send me a short series on dental care – how to brush better, how to floss (short videos). Yes, all of this is available on the Internet, but I haven’t really bothered to check that content out. And Colgate is a brand I trust – so they could curate the best for me.
  • Zoom could send me a series of microns on how to make better use of Zoom (eg. polls, breakout rooms) and the new features they have released
  • Yeti (the microphone manufacturer) could send me a short micron series on the various controls that are there, and how to make me sound better when speaking with others
  • I browse Amazon often for books and other products – each is a micron moment opportunity to nudge me over the next few days to tell me more about the products of interest
  • Netflix, Amazon Prime and Hotstar could send short video clips of movies or web series I have shown interest in
  • YouTube could offer me a curation of videos linked to what I have watched
  • Tim Ferris could send me a short summary of the key ideas from the Jim Collins conversation I just heard – the five key takeaways to make me more productive
  • Swiggy could give me a gentle nudge to order out in the evening – a pre-filled cart with my last order and a single-click purchase
  • Inox could send me a short series about the new movie releasing on Friday – much like the book example we discussed
  • India Today could send me a daily news quiz – a single multiple-choice question
  • Dropbox could send me a random link each day to a document from my past
  • WSJ could send me a set of crossword clues daily – because they know I downloaded their year-end puzzles book and answers
  • Simon Sinek (if he knew I liked his books and ideas) could send me a 30-day micron series with a refresher course and a recommendation on one action to do daily
  • HDFC Bank could send me a recommendation on what to buy next
  • Indigo could send me a memory from my past – a reminder of a flight I took (with the top news items of that day to set context); a gentle nudge towards welcoming me back onboard

None of this is happening today. Each is a missed engagement opportunity from a brand I love and have a need for. Getting all these microns in my Inbox might seem like a lot – but even if I got 20 microns daily, it would take by just 5-10 minutes of time. And each of them has something useful – to make me better informed, healthier, happier, and perhaps even wiser. Would this not be a change for the better compared to all the noise we wade through on our social media platforms?

Microns can make memories, money, and magic. It is for us to imagine a new world with more of microns and less of everything else. That is the promise of MyToday’s microns platform – for content creators and consumers, for publishers and subscribers, for brands and customers.


The MyToday Advantage

There are many questions that come to mind about MyToday’s microns platform. Why would Netcore offer microns? What is the catch for the brand – after all there is no free lunch in the world. What if consumers start receiving too many microns – would it not add to the inbox clutter? Doesn’t Twitter offer something similar? Would not WhatsApp be better? Can a push notification do the job better? Let us address each of them.

First, why is Netcore offering microns? I see this as a great way to bring an innovation into the world of email and capture attention. Netcore has less than 1% of the global email market. The cost of producing an email is infinitesimally small for a company like Netcore. (An SMS is many times more expensive since operators need to be paid.) Netcore already sends over 10 billion emails each month for its enterprise customers. As such, it knows how to handle scale. By offering microns at a fraction of the price of emails, I hope to create interest in brands globally who are not using Netcore – and create new ideas for brands already using Netcore. As long as engaging emails grow, Netcore will grow.

Second, what is the catch for the brand? Microns have to adhere to a set of rules – be short, informational, sequenced (not one-off). Microns are about adding value to the recipient’s daily life, rather than showing up as an unwanted guest at the doorstep (in the inbox). As such, microns will have a greater likelihood of being opened and thus also enhance the brand’s mental availability.

Third, the problem of too many microns being sent to an inbox is a good problem to have! We all know how to deal with many micro-messages – just look at the quantum of WhatsApp messages we already handle in a day. Even a dozen microns daily will take up no more than a few minutes of time.

Fourth, the question of other platforms like Twitter offering something similar. Twitter, Medium and Substack are all broadcast platforms even as they offer the same publish-subscribe model – everyone sees the same message. Besides, you need a Twitter account. Email IDs are 10 times more ubiquitous than Twiiter. It is a no-contest. No other digital platform comes close – email wins hands down!

Fifth, what about alternatives like WhatsApp and push notifications (PNs)? WhatsApp’s terms of service do not allow for free continuous engagement and PNs are blocked by many app users. Email is the only unwalled solution. In fact, in the coming cookieless world, email will become identity. Building a direct connect with consumers via email with engaging content will be the key to unlocking their value – and this is where microns can play a very powerful role.

Finally, in the coming cookieless world, think of microns as the new cookies. They use the email address as the identity, the inbox as the retargeting vehicle with the micron as the message (informational ad).

To summarise the microns advantage using the MyToday platform:

  • Fill a big gap in customer engagement
  • Email for branding – a new use case
  • DIY / self-serve – can start in minutes
  • Fill missing moments in the brand-customer relationship
  • Great for daily nudges
  • Convert moments to money
  • Universal (email = identity)
  • No other alternative is possible

This is the world we want to create with microns and the MyToday platform.


An Example

Eat your own dog food, as they say! Here is the use case. Let’s say you came across this blog series and did a quick read. Somewhere, I nudge you to subscribe to a 4-micron series summarising the key ideas. Here is what you would get:

Day 1: What are Microns

Microns as a new email format for brands and content creators:

  • Informational “Personalised” Emails
  • Can be consumed in seconds
  • Mobile-First: fits on a single screen; no scrolling
  • Design thinking – no cognitive overload
  • Multi-lingual
  • Push; Sent daily, at a scheduled time
  • Can have rich media (images, audio, video)
  • Humanised: crafted by a person, not a bot
  • Variety: a micron for every interest, all in one place
  • Shareable via messaging apps like WhatsApp and Facebook
  • Showcase for innovations: interactive, dynamic content

Day 2: The 6 types of Micron Moments

  • Pre-purchase persuasion
  • Post-purchase engagement
  • Connecting with unknown customers
  • Interacting with anonymous visitors
  • Communicating with the long tail of customers
  • Targeting the inactive email database

Day 3: Micron Moments in daily life

  • Reading a news story and wanting more
  • Dental care tips
  • A book / movie to dig deeper into
  • Using an app / product better
  • Following a person I like
  • Cholesterol care
  • A challenging puzzle to solve
  • More on the next Friday movie
  • What to buy next
  • A past memory – a photo, a file, a flight

Day 4: Micron advantages

  • Fill a big gap in customer engagement
  • Email for branding – a new use case
  • DIY / self-serve – can start in minutes
  • Near zero cost – so no long approval process
  • Infinite scale possible – with near-zero budget
  • Fill missing moments in the brand-customer relationship
  • Great for daily nudges
  • Convert moments to money
  • Universal (email = identity)
  • No other alternative is possible

Short, simple, sequenced, informational. That is the wonderful world of microns.