The Need
Marketers and consumers need a new interaction channel. Marketers need to communicate their promotional material and consumers need to know what’s new with their favourite channels. The current push marketing channels have limitations which need to be overcome. Email 1.0, while still the best performing in terms of responses, has a low action rate in terms of opens and clicks. For consumers, their inboxes are filled with emails (and spam) making it hard for them to separate the treasure from the trash. SMS is costlier to send than an email and is limited to 160 characters. RCS offers a possible alternative. Push notifications (for those brands with apps) are being increasingly blocked by consumers. WhatsApp is emerging as an important alternative for the lower funnel but is extremely expensive relative to email (and even SMS). In this “attention recession” world, the lack of a reliable hotline is forcing marketers to turn to adtech to reach their existing customers. It also means marketers end up offering discounts to woo their own (once) customers back. All this has a negative impact on growth and profitability.
The answer, as I have written in previous essays, is Email 2.0. Here is what I wrote in Email 2.0: The Fulcrum for Fixing Five Funnel Frictions:
Far from being just another incremental update, Email 2.0 is a fundamental shift, a reimagining of one of the oldest and most reliable forms of digital communication. This redefined approach to email leverages advancements in interactivity, personalisation, and data analytics, crafting an engaging and highly efficient communication channel.
Email 2.0 is a powerful technological advancement with the potential to transform the landscape of eCommerce and serve as the pivotal point for all the proposed solutions. Its novelty is riveting, yet its absence has been a significant factor inhibiting marketers from effectively addressing the frictions plaguing customer journeys. Consequently, this has led to a growing dependency on acquiring new customers to fuel business growth, an approach that is increasingly proving to be inefficient and costly.
Email 2.0 not only enhances the interaction between brands and their customers but also shapes a richer understanding of each customer, fostering stronger, more meaningful relationships. By seamlessly integrating elements like AMP, Atomic Rewards, and Microns, Email 2.0 emerges as an omnichannel solution that tackles the barriers and navigates the journey from initial contact to purchase completion. Together, these elements make Email 2.0 the bedrock of a revolutionary approach to mitigate funnel frictions, improve customer experience, and pave the way for sustainable growth.
…Email 2.0 heralds a shift as impactful as the transformation from keypad-centric mobile devices to touch and app-oriented smartphones. With its novel ability to embed apps within emails, Email 2.0 can be the beacon for marketers wrestling with soaring customer acquisition costs. The evolution of Email 2.0 can be likened to the transformation of the automobile industry with the advent of electric cars, or the revolution in the music industry with the shift from physical records to digital streaming.
…Email 2.0 masterfully combines several innovations into a comprehensive package: AMP (for enabling interactivity), Atomic Rewards (micro-incentives for influencing user behavior), Microns (utilitarian content to foster habitual email use), integrated search boxes, AI-ML powered product recommendations, Email Shops (bringing conversion funnels closer to customers with fully manageable carts), secure in-mail payments, Actionable Ads targeted to known individuals rather than cookies or cohorts, and Engaging Footers offering more than just an unsubscribe option with dynamic earn-burn of rewards.
I added in Email 2.0: The Rise of the New Super App: “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…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.”
Even with its promise of combating marketing AdWaste and funnel frictions, Email 2.0 faces significant adoption problems as a new engagement channel.