An Email 2.0 Newsletter for All (Part 1)

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.

Thinks 1141

Akash Prakash: “The [Indian] market’s prospective performance will be entirely driven by earnings. The best predictor for market earnings is nominal GDP growth. In the case of India, given that we are not at peak corporate profit share/GDP, and the formalisation of the economy is continuing, the listed equity universe may grow earnings in line with or slightly faster than nominal GDP. Thus, an earnings stream for the market of 12-15 per cent per annum is possible. The fact that we are on the cusp of a private sector capex revival only strengthens the case, as profits get front-loaded in a capex cycle. The issue will be ensuring that we do not dilute the earnings with incessant capital issuance. There should not be a large gap between market earnings growth and the earnings per share (EPS) growth. This is what happened in China and many other emerging market countries. The strong economic growth never translated into EPS growth, largely due to excess dilution. Given the wall of domestic money, there will be serious temptation for corporate India to issue equity. Corporate India and the markets must not lose their focus on return on equity.”

Sudhir Sethi (in newsletter): “India has absorbed $ 280B in past 5 years (excluding 2023) and returned $ 140B. With continued growth of entrepreneurs, I expect India to absorb approximately $ 500B + in next 5 years and return $ 300B + to investors.”

Economist: “No-strings giving may not be for everyone: there will always be donors who want to roll up their sleeves and get involved. But the new generation of donors shows that money can be spent both quickly and wisely. Philanthropy can be as simple as signing on the dotted line.” More: “No-strings giving is, in part, about recognising that non-profit organisations know better than wealthy donors how money is best utilised. Localisation goes one step further, recognising that organisations based in a community and led by locals know best. Both strategies sound warm and fuzzy. In fact, their goal is to make grant-making more effective and more sustainable.”

The Verge: “Google controls around 90 percent of the search market, by some measures, so it’s too valuable a referral source to just leave up to luck. Search engine optimization — or SEO, the practice of tweaking content and websites to get Google to boost your visibility — is everywhere, including on the page you’re reading now….Google’s outsized influence on how we find things has been 25 years in the making, and the people running businesses online have tried countless methods of getting Google to surface their content…An entire SEO industry has sprung up, dedicated to trying to understand (or outsmart) Google Search. The relentless optimizing of pages, words, paragraphs, photos, and hundreds of other variables has led to a wasteland of capital-C Content that is competing for increasingly dwindling Google Search real estate as generative AI rears its head. You’ve seen it before: the awkward subheadings and text that repeats the same phrases a dozen times, the articles that say nothing but which are sprayed with links that in turn direct you to other meaningless pages. Much of the information we find on the web — and much of what’s produced for the web in the first place — is designed to get Google’s attention.”

WSJ: “Addressing a hurt or issue in a friendship can strengthen the bond, therapists say. It allows both people to share their feelings, explain their needs and learn about each other. And we feel better when we stand up for ourselves. We’re also more likely to lose a friendship if we don’t address a problem. Our resentment will grow and we’ll pull away from it. That’s why it’s important to know how to engage in a healthy conflict. Don’t lash out, blame or judge. Frame the issue in a positive way, be open to your friend’s viewpoint and own up to your own role in the situation. Be honest and look for collaboration.”

Solving the Email Open Problem (Part 8)

Pros, Cons, Extras

I asked ChatGPT to provide an analysis of the ideas I proposed. Here is its assessment.

Pros

  1. Increased Engagement: By incorporating interactive elements like puzzles and quizzes, emails become more engaging, potentially increasing open and click-through rates.
  2. Improved User Experience: Providing value beyond mere promotional content can enhance the user experience, making emails something to look forward to rather than a chore to sift through.
  3. Habit Formation: Making email opening a habit can significantly benefit brands by ensuring consistent engagement from their audience.
  4. Personalisation and Relevance: The use of AI and AMP for tailored content can make emails more relevant to individual recipients, thereby increasing their effectiveness.
  5. Brand Differentiation: This approach can help brands stand out in a crowded inbox, offering unique content that goes beyond traditional marketing.
  6. Cost-Effectiveness: If successful, this strategy could reduce reliance on more expensive advertising channels, offering a more cost-effective way to maintain customer engagement.

Cons

  1. Implementation Complexity: Integrating advanced features like AMP and personalised AI content into emails can be technically challenging and may require significant resources.
  2. Risk of Overcomplication: There’s a risk that adding too many elements to an email could overwhelm or confuse recipients, potentially leading to lower engagement.
  3. Potential for Reduced Focus on Core Message: The primary purpose of the email (e.g., brand promotion, product information) might get overshadowed by the interactive elements.
  4. Inconsistency Across Email Clients: Not all email clients support advanced features like AMP, which could lead to inconsistent experiences for users.
  5. User Privacy Concerns: Collecting data for personalisation and AI use might raise privacy concerns among users.
  6. Dependence on User Participation: The success of this strategy heavily relies on users engaging with the interactive elements, which may not always happen.

I then asked ChatGPT for three enhancements to the ideas I proposed:

  1. Advanced Personalisation Techniques Using AI and Machine Learning: Utilising AI and machine learning to analyse user behaviours and preferences allows for crafting highly personalised content. This level of personalisation can significantly increase the relevance and appeal of emails to each individual recipient, thereby improving open rates. Personalised content resonates more deeply with recipients, making them feel understood and valued, which encourages them to engage more with the emails.
  2. Interactive Content Elements: Incorporating interactive elements such as polls, surveys, and sliders directly within the email can greatly enhance user engagement. These elements not only make emails more engaging and fun but also provide valuable feedback and data for future personalisation. Interactive content breaks the monotony of traditional emails and encourages active participation from recipients, making the email experience more memorable and likely to be revisited.
  3. Gamification Strategies: Implementing gamification in emails through point systems, leaderboards, or badges for engagement activities can significantly boost open rates. Gamification introduces an element of fun and competition, encouraging recipients to regularly open and interact with emails. It taps into the human psychological elements of reward and achievement, making the process of opening and engaging with emails more appealing and habit-forming.

**

Email marketers: the ball is now in your court. Take up the mission of making sure every email is opened and acted on – zero waste marketing. Done right, this can be a great leap forward in the quest to build a profipoly.

Thinks 1140

Business Standard: “So far, AI would be triggered when a smartphone user posted a query. AI on the Cloud would assist the search and offer a reply. Coming up, a mobile device loaded with GenAI would be able to predict and answer queries based on previous history. It will be able to anticipate a user’s need and perform a task even before it is asked to do it. If a user writes a list of groceries on her phone, AI will set itself the task of checking the calendar, plan navigation to a local store or even help in ordering online. Other interesting features would be real-time language translation and AI-based filter and scene recognition for photos. GenAI will convert a phone into an even more powerful computer to generate images, text and videos within the device. “As generative AI becomes more integrated in our lives, our personal devices like our smartphones, PCs (personal computers), vehicles, and even IoT (internet of things) devices will become the hubs for multi-modal generative AI models,” says Durga Malladi, senior vice-president & general manager of technology planning & edge solutions at Qualcomm Technologies’.”

Economic Times: “India’s largely unskilled labour force makes a push for high-value services & manufacturing futile…India is a labour-abundant economy. This abundance is in low-skilled labour, given that almost 80% of its working-age population does not have even a higher secondary education, with only an eighth of the working-age population having studied beyond high school. While India adds 8-10 million people to its labour force annually, roughly 2 million are college-educated or beyond. There is also a wide variation in the quality of degree programmes across India, most of which cannot impart marketable skills. Thus, high-skilled workers are scarce.”

Andy Kessler: “Life is about change and surprises. Humans are endowed with often conflicting attributes well beyond reasoning: empathy, pleasure, ambition, creativity, emotion, love, loyalty, humor, responsibility, faith, trust, delight, despair, intuition, stubbornness. Add Freudian id and ego, inner voice, self-awareness, soul. True AGI requires emulating all that. AI’s trajectory is amazing and will outpace humans in many areas, but only those within 2D boundaries. Today’s AI is a pattern-matching megamachine. Sentient? Thinking? It may fool some, but I don’t think we get there. In the movie “Blade Runner,” a Voight-Kampff test that checked pulse and pupil dilation distinguished humans from robot replicants. We need that, a foolproof modern Turing or Lovelace test—hint: AI can be bad at puns and paradoxes—before outlandish sentient claims overtake reality.”

NYTimes: “The A.I. industry this year is set to be defined by one main characteristic: a remarkably rapid improvement of the technology as advancements build upon one another, enabling A.I. to generate new kinds of media, mimic human reasoning in new ways and seep into the physical world through a new breed of robot. In the coming months, A.I.-powered image generators like DALL-E and Midjourney will instantly deliver videos as well as still images. And they will gradually merge with chatbots like ChatGPT. That means chatbots will expand well beyond digital text by handling photos, videos, diagrams, charts and other media. They will exhibit behavior that looks more like human reasoning, tackling increasingly complex tasks in fields like math and science. As the technology moves into robots, it will also help to solve problems beyond the digital world.”

Raghu Raman: “Most youngsters stop reading as soon as they graduate, partly because our education system is oriented more towards the passing of exams than absorption of knowledge. However, reading is possibly the most powerful force multiplier for a budding leader. The ability to consume knowledge at a high rate accelerates mental and professional maturity, and that ever-increasing knowledge base enables better opportunity spotting, inter-disciplinary dot connections and superior decision-shaping. While ‘reading’ online news, editorials and long-format articles is good, that’s incomparable to reading books that cover the subject with far more depth and nuance than an opinion piece, which by definition can only be the opinion of an individual and not the complete picture. One of the best investments young leaders can make is to master speed-reading as a skill, and more importantly implement the discipline of reading every single day. Reading also forms the bedrock of the second essential skill, which is the ability to write well.”

Solving the Email Open Problem (Part 7)

Moreover

Here are some additional ideas which can improve email engagement.

Brand message: The poster-style images for a mass segment need to be replaced with more personalised and interactive content. Brands need to think of email as their “third place” after their website and app. AMP enables apps to be created within email. Every ecommerce brand needs to integrate search, shopping cart, recommendations, and payments inside email. The aim should be to eliminate the friction of a clickthrough for most of their customers.

Frequency: Brand emails should be sent daily at the same time. This way, they become a habit – rather than random spam. (I have termed this as microns – micro newsletters).

Action Ads: Brands can also have ads in the email footer. They can be ads promoting internal products or external non-competing brands. There are four attributes that set these ads apart: they are linked to PII (personally identifiable information) so they can very targeted, they are in “push” messages and thus don’t want for user action, all actions are in-place (and not requiring a clickthrough to a landing page), and they can support payments which means the ads could drive impulse purchases.

Mu Statement: The email footer needs to have a real-time update on the Mu points and a list of the last few transactions. This is important for email recipients to know that their action has an immediate reaction.

Pan-brand footer: The interesting thing about the email footer is that it can cut across brands. It can take on a life of its own. Along with the Mu in the subject, its sole purpose is to drive email opens – similar to what Google’s search ads. It is akin to taking the horse to the water. After that, it is what the brand does – with its messaging, offers, innovations, and interactivity.

Put all the ideas together, and we get a completely new look email program. This is what I had meant when I said, “Email 1.0 is dead. Long live Email 2.0!” Done right, email 2.0 can completely revitalise engagement, conversion, and retention on a channel that has served marketers well for the past two decades. Instead of just sending emails and hoping for single digit response rates, marketers need to set an objective of 100% email action rates, and thus eliminate the two biggest profit-killers – marketing AdWaste and funnel frictions. “No Email Unopened” must become the new mantra.

Thinks 1139

David Henderson: “When there’s a current account deficit, there’s necessarily an offsetting capital account surplus. When foreigners sell us goods and services, they have basically five things to do with the money that they don’t spend on our goods and services: (1) buy U.S. dollar-denominated debt, typically U.S. government Treasury bills and bonds; (2) buy stock in U.S. companies; (3) buy land in the United States; (4) directly invest in the United States; and (5) hold on to the actual currency because it’s still the world’s leading currency. In only one of those cases, case (1), does the current account deficit translate into debt…By the way, to the extent (5) applies, the U.S. Federal Reserve makes out well. It costs the U.S. government under 30 cents to print a $100 bill. And in return for that $100, we get actual goods.”

TechCrunch: “MVNOs aren’t new — they’ve been around since the 1990s — but the business model is having a moment. Tapping advances in network and cloud technologies, brands are becoming MVNOs to build direct relationships with their customers and fans through businesses that promise significant recurring revenues and a larger share of wallet than a mere app might get. “The march of technology has facilitated growth,” James Gray, managing director at telecom industry consultancy Graystone Strategy, told TechCrunch. “The movement towards 100% digital MVNOs and the launch of eSIM has made it much easier and cost-effective to have an all-digital distribution strategy. That’s why we are now seeing growth in new forms of MVNOs.” Indeed, the global MVNO industry is pegged as an $84 billion market today and its growth is accelerating, with an increase of nearly 40% expected in the next five years to $116.8 billion.”

WaPo: “Copyright law distinguishes between ripping off someone else’s work verbatim — which is generally illegal — and “remixing” or putting it to a new, creative use. What is confounding about AI systems, said James Grimmelmann, a professor of digital and information law at Cornell University, is that in this case they seem to be doing both. Generative AI represents “this big technological transformation that can make a remixed version of anything,” Grimmelmann said. “The challenge is that these models can also blatantly memorize works they were trained on, and often produce near-exact copies,” which, he said, is “traditionally the heart of what copyright law prohibits.” From the first VCRs, which could be used to record TV shows and movies, to Google Books, which digitized millions of books, U.S. companies have convinced courts that their technological tools amounted to fair use of copyrighted works. OpenAI and Microsoft are already mounting a similar defense.”

IEEE Spectrum: “Pedagogical and education researchers are discovering that there are many ways to teach, including blended learning. The newest focus is on adaptive learning, which leverages advanced technology and data analytics to deliver personalized education, revolutionizing learning. Traditional pedagogical methods typically entail one teacher instructing an average of 30 learners. It’s a system that can easily overlook the needs of some students. Although the model has served many students well, a significant number of learners require a more personalized approach. Unfortunately, the number of available educators and providers is a fraction of what is needed. AI might seem intimidating, but if faculty at educational institutions use the technology appropriately, the benefits will allow for a classroom where all children are cognitively stimulated regardless of where they are in their learning journey. They will learn in a way that works for them, getting answers to questions without fear of judgment. Teachers will be able to spend their time not only helping all their students understand what they are studying but also helping them to cultivate a love for learning.” More from Economist.

Solving the Email Open Problem (Part 6)

AMPlets and Gen AI

The best way to demonstrate the power of what can be done is to show an example. So I asked ChatGPT for some puzzle ideas and to provide three examples of each. In less than a minute I had the following:

  1. Emoji Riddles
  • 🌧️ + 🐱 + 🐶 = ? (Answer: Raining Cats and Dogs)
  • 🍎 + 📚 + 🚌 = ? (Answer: Back to School)
  • 🌕 + 🐺 = ? (Answer: Werewolf)
  1. Quick Math Puzzles
  • What is 5 x 3 – 4? (Answer: 11)
  • If you have 10 apples and give away 3, how many do you have left? (Answer: 7)
  • Half of 8 plus 2 is? (Answer: 6)
  1. Word Scrambles
  • Scrambled Word: TEBTAR (Answer: Batter)
  • Scrambled Word: NOOM (Answer: Moon)
  • Scrambled Word: KEISOOC (Answer: Cookies)
  1. Daily Trivia Question
  • What is the capital of France? (Answer: Paris)
  • What gas do plants absorb from the air for photosynthesis? (Answer: Carbon Dioxide)
  • Who wrote ‘Romeo and Juliet’? (Answer: William Shakespeare)
  1. Spot the Difference
  • Two almost identical images of a landscape, but in one image, a bird is missing in the sky.
  • Images of a street scene, where a street sign color differs between them.
  • Images of a bookshelf, with one book having a different spine color.
  1. Fill-in-the-Blanks
  • An apple a day keeps the _____ away. (Answer: Doctor)
  • Better late than _____. (Answer: Never)
  • A picture is worth a thousand _____. (Answer: Words)

7.. Quick Brain Teasers

  • I speak without a mouth and hear without ears. I have no body, but I come alive with the wind. What am I? (Answer: Echo)
  • What can travel around the world while staying in a corner? (Answer: A stamp)
  • What has a head and a tail but no body? (Answer: A coin)

With some tweaking, it should be possible to do even more complex games, puzzles, and other interesting content. The key idea: make it worth it for the recipient to open the email again and again. Every AMPlet either provides some fun or learning.

These could even be personalized. For example, I may want a series summarising the best ideas for business books. Or I may want a multi-question quiz on Gen AI. Or I may want to learn some history. Or I may want math challenges. A year ago, these would have been hard and expensive to create or syndicate. Now, with Gen AI, the cost of doing this is infinitesimally small.

Taken together, the three ideas – Atomic Rewards, AMP, AI – can create a new wrapper around brand messages (ads), and drive emails opens – again and again.

Thinks 1138

WaPo: “It’s a common misconception to view rest as an entirely passive experience. True rest, say experts, is not just about being sedentary or in the prone position — it’s also about giving your brain the restorative breaks it needs to function at an optimal level. While adequate sleep is essential to brain health, many forms of rest involve activity, not slumber. “The most restorative kinds of rest — the things that recharge our mental and physical batteries most effectively — are the things that are active rather than passive,” said Alex Soojung-Kim Pang, author of the book “Rest: Why You Get More Done When You Work Less.” “Going for a long walk or hike or working out can give us more rather than less energy and leave us feeling mentally more rejuvenated.””

WSJ: “Sleep (7 to 9 hours x 2 + ≤ 20 to 60 minutes napping) + Hobbies (~ 2 hours) + Socializing (0 to 2 events) + Exercise (≥ 45 minutes) + Work (≤ 2 hours) + Unplanned time (~ 3 to 4 hours) = A Great Weekend”

Greg Ip: “To be sure, beyond AI and medicine, technological advancement was less breathtaking last year. For example, progress on electric vehicles and renewable electricity stalled. And yet breakthroughs are a game of probabilities, and the range and magnitude of bets on energy keep growing—in wind, solar, batteries, hydrogen, geothermal, carbon capture and storage, small modular nuclear reactors, and even fusion. Van Reenen said new ideas can still be found—it just takes a lot of researchers and money, as the Covid-19 vaccine demonstrated. Similarly, “We have been putting a lot of resources into trying to deal with the problem of climate change. That creates the opportunity to make a difference.””

WSJ: “Reframe bedtime as the beginning of the next day. Julie Morgenstern, a productivity consultant and the author of “Time Management from the Inside Out,” said that when we consider sleep to be the last thing we do at night, we’re more likely to push it off — staying up to scroll TikTok or finish our to-do lists. Instead, she suggests thinking of a prompt bedtime as a way to get a head start on the upcoming day. Reframing rest as a new beginning rather than the tail end of the day can inspire better sleep habits, she said.”

Jemina Kelly on non-voters: “if we want a representative democracy, we need to find a way to encourage people to start engaging more with what is going on. Some people, like former Labour spin-doctor Alastair Campbell, argue that the way forward is compulsory voting, as countries like Australia already have. I disagree: apart from anything else, there is no evidence that compulsory voting leads to more knowledgeable or engaged citizens.  My decision not to vote was a conscious one. But many of those who don’t vote are simply not engaging at all, and most — in both the US and UK — tend to be significantly poorer and more disadvantaged than the average. Britain’s Institute for Public Policy Research estimates that the wealth gap between those who do and don’t vote in this year’s general election will be the biggest in 60 years.”

Solving the Email Open Problem (Part 5)

Footer Magnet

Once the email has been opened, the next question to answer is how to ensure that recipients do so again and again. This is where the email footer comes in. (For the purpose of the discussion here, we will keep our focus on email “opens” – and not worry about the main body of the email with the brand messaging. I will have some comments on that later.)

Email Footers today simply consist of a link to “unsubscribe”. This is because brands consider what they are sending as “content”. As I explained earlier, a change in the frame of reference will make marketers realise that what they are sending is not content to the email reader, but an ad. With that insight, it becomes obvious what an email needs: interesting content. The best place for this is the email footer. Two objectives are accomplished: there is no distraction with the brand message which comes first in the email, and by ensuring that the exciting content is in the footer there is a need to scroll the email which also ensures the brand message is seen.

I had written recently about an idea I termed “Dynamic Email Footers.” AMP provides us the mechanism to enable interactivity in emails. AMPlets can be thought of as small fragments with a specific purpose. All actions are done within the email itself, removing the worry a marketer may have that an action done in the footer will take the customer outside of the brand property. As I wrote: “What if a collection of AMPlets could go into every email in the world easily? This would be akin to how the addition of a code snippet plugs Google Analytics into any site. This adds a “dynamic” flavour to the footer – where the content can be generated when the email is opened and viewed rather than when it is sent – much like ads appearing across the Internet today… DEFs are a marketer’s dream come true; they can revolutionise not just customer engagement but also commerce. They can help reduce AdWaste by improving the efficacy of new customer acquisition. They can create new revenue opportunities for brands and rewards for customers.” In the essay, I discuss five types of AMPlets which can go in the footer: engagement, content, shopping, games, and ads.

Think of the email footer having a life of its own, with AMPlets which enable two universal wants: learn and play. Mu helps recipients unlock these AMPlets – thus addressing the Mu consumption challenge. They bring in a “fun” element in emails. They make recipients want to open the emails to experience the surprises that lie in store for them. [This essay has some additional ideas about what AMPlets can look like.]

I could unlock a quiz on a predefined topic of my interest, play a Wordle-like game, read a comic, solve a word jumble, browse a book summary, and much more. Each action is unlocked with Mu, which is earned by opening emails or providing zero-party data to the brand for a value exchange.

What the footer does is create something I find “useful” – always. For these few seconds that I engage, I get something interesting. Or it just serves as an attractive distraction in the busyness of daily life. Different strokes for different people. The key objective remains the same: no email unopened.

The magic tech that can now enable the creation of an infinite array of footer AMPlets is Gen AI.

Thinks 1137

WSJ: “The ranks of India’s farmworkers have swelled by some 60 million over the past four years, a shift fueled in part by a food-welfare program that feeds hundreds of millions of people. Even last year, when much of the country had put the pandemic behind them, India’s farms added 13 million workers, and Prime Minister Narendra Modi said the food program would remain for another five years. Meanwhile, jobs in manufacturing nationwide haven’t budged, and factories say they are struggling to hire. “This is catastrophic: You see millions going back to agriculture,” said Santosh Mehrotra, a development economist and visiting professor at the University of Bath whose analysis of government employment data shows the farm workforce growing since 2019. “This is the reversal of the structural change happening in our economy.”…Instead of seeing the masses move onto factory floors—a shift that helped raise the standard of living for millions of Chinese—India appears to be deindustrializing prematurely. That puts India at risk of missing out on the benefits of a huge labor force, while much of its population struggles with chronic unemployment or underemployment.”

David Brooks: “Sometimes social revolutions emerge from ordinary ideas. In the 17th and 18th centuries, thinkers like William Petty, David Hume and Adam Smith popularized a concept called “division of labor.” It’s a simple notion. If I specialize in doing what I’m good at, and you specialize in what you’re good at, and we exchange what we’ve each made, then we’ll both be more productive and better off than if we tried to be self-sufficient. It seems banal, but division of labor was part of a constellation of ideas that liberated our civilization from the savage grip of zero-sum thinking. For millenniums before that, economic growth had been basically stagnant. Many people simply assumed that the supply of wealth was finite. If I’m going to get more of it, it will be the result of conquering you and stealing what you have. In a zero-sum mind-set, the basic logic of life is dog-eat-dog, conquer or be conquered. Property is theft. Predators win…Populism thrives on a zero-sum mind-set. The central story that populists tell is: They are out to destroy us. Populist leaders invariably inflame ethnic bigotry to mobilize their own supporters.”

FT: “Ruxandra Teslo, one of a growing community of progress-focused writers at the nexus of science, economics and policy, argues that the growing scepticism around technology and the rise in zero-sum thinking in modern society is one of the defining ideological challenges of our time. Some may counter that a rebalancing of priorities from perpetual advancement to caution is a good thing, but this could be a catastrophic mistake. As well as economic growth, the drive for progress brought us modern medicine, significantly longer and healthier lives, plentiful food supplies, dramatic reductions in poverty, and ever more and ever cheaper renewable energy. The challenges facing the modern world will be solved by more focus on progress, not less. The pre-industrial world was one of mass conflict, exploitation and suffering. If we are to avoid backsliding, advocates for innovation, growth and abundance must defeat the doomers.”

Giuliano da Empoli: “In Russia, power is a big beast. In Switzerland power is a kitten, and it’s been domesticated. Through history, it’s been diluted, distributed, at local level and through referendums. Swiss politicians are boring. That’s quite a good thing. The more spectacular a political system, the worse it is, in many ways.”

NYTimes: “A flow state [is] a period of intense focus that comes from being completely absorbed in an activity. Flow states occur when you’re doing something challenging, but not so difficult that it’s stressful, according to Mihaly Csikszentmihalyi, the positive psychology pioneer who coined the term. When you’re in flow, time and self-consciousness melt away. Dr. Sue Varma, a clinical assistant professor of psychiatry at the N.Y.U. Grossman School of Medicine, said this occurs for her when she’s salsa dancing. “It’s not a matter of whether I’m good at it or not,” she said. “In that moment, I’m transported.” When you enter flow, she explained, “you are being flooded with neurotransmitters such as norepinephrine and dopamine, which make you feel alert, engaged and motivated.””