TradMails to NeoMails: Ending AdWaste, Unlocking Marketing Prosperity

Published March 21-24, 2025

1

Problem and Promise

Email remains the bedrock of brand-customer relationships, offering unmatched reach, direct ownership, cost efficiency, and rich content capabilities. While SMS and WhatsApp suffer from high costs, push notifications face opt-out fatigue, and RCS is still nascent, email stands alone as the most reliable and scalable engagement channel. More importantly, email is an opt-in channel—customers choose to receive it, making it the digital equivalent of an open door to brands in their daily lives. In an era of attention recession, no channel is better suited for building lasting hotlines between brands and customers.

Yet, despite its strengths, traditional email marketing (TradMails) is failing. The issue isn’t email itself—it’s how brands use it. Permission alone isn’t enough; brands must sustain engagement. Open rates languish below 10%, click-throughs are dismally low, and inboxes are flooded with uninspired promotions and transactional updates. Instead of fostering relationships, emails have become background noise, leaving brands disconnected from customers who once welcomed them in.

What if email could be reimagined—not just as an information and communication channel that drives clickthroughs, but as an in-place engagement platform? What if landing pages were replaced with seamless in-channel conversions? And what if every email interaction became an opportunity for personalised engagement, gamification, and monetisation?

Over the past few years, I’ve explored how emerging technologies and innovative approaches to transform email from a passive inbox filler into a high-impact, interactive experience (see Email 2.0 sub-section). Five key innovations stand out:

1. Interactive Experiences: AMP technology enables dynamic, app-like interactions directly within emails, eliminating the friction of landing pages and website redirects.
2. Gamified Engagement: Atomic Rewards (Mu) create habit-forming daily rituals by offering micro-incentives directly in subject lines, turning every open into a potential reward.
3. Precision Advertising: ActionAds leverage authenticated identity (PII) to deliver highly targeted, relevant offers that feel more like personalised recommendations than intrusive promotions.
4. Daily Value: Microns provide 15-30 second “brain gain” experiences that combat “brain rot,” making every email interaction enriching rather than extractive.
5. True Personalisation: AI-powered content and delivery enables genuine N=1 personalisation at scale, ensuring every message resonates with individual preferences and behaviours.

These breakthroughs work synergistically, each enhancing the others’ capabilities while solving different aspects of the email engagement challenge. Together, these innovations lay the foundation for NeoMails—a revolutionary reimagining of email that transforms the inbox from a cluttered, archival repository of promotions into a dynamic daily engagement hotline between brands and customers.

The future of marketing isn’t about better acquisition—it’s about better relationships. NeoMails create a third surface—beyond web and apps—for daily touchpoints, making these relationships possible, sustainable, and profitable.

2

Comparison

Here’s a comparison table highlighting the key differences between TradMails (Traditional Emails) and NeoMails:

Aspect	TradMails (Traditional Emails)	NeoMails (Next-Gen Engagement Emails)
Primary Function	Information & promotion delivery	Daily brand hotlines with guaranteed attention
User Action	Clickthroughs to external landing pages	In-place actions within the email (reducing friction)
Engagement Level	Passive (one-way messaging)	Active (two-way interactions)
Frequency	Campaign-driven, irregular timing	Predictable daily touchpoints
Content Type	Static text, images, and links	Dynamic, real-time, app-like experiences
Personalisation	Basic segmentation, limited targeting	AI-driven N=1 personalisation at scale
Retention Impact	One-off campaigns with limited engagement	Habit-forming, daily micro-engagements
Trust Building	Transaction-focused relationships	Value-first engagement leading to trust
Conversion Path	Redirects to websites/landing pages	Seamless in-email conversions
Ad Model	Banner ads, generic sponsorships	ActionAds (PII-based, contextual, frictionless monetisation)
Value to Users	Generic promotional content	Daily micro-moments of enrichment (brain gain, personalised value, rewarding interactions)
Data Utilisation	Limited zero-party data collection	Zero-party data via SmartBlocks & direct engagement
Cost Structure	CPM-based sending costs	ZeroCPM with ad revenue sharing
Revenue Model	Limited monetisation (list rental, basic sponsorships)	Multi-monetisation (ActionAds, NEON network, premiumisation)
Email Health	Low open & click rates, declining engagement	High open & engagement rates with Atomic Rewards (Mu)
Strategic Focus	Mass marketing, short-term conversions	Marketing prosperity through retention-first engagement (eliminating AdWaste)
Channel Role	One of many promotional channels	Primary brand hotline for daily engagement

 

This table clearly differentiates NeoMails as a transformational upgrade over TradMails, making email a daily engagement channel rather than just a communication tool.

**

NeoMails also form a crucial pillar in the NeoVisM framework for eliminating AdWaste. By transforming emails from sporadic promotional blasts into daily engagement hotlines, NeoMails directly addresses marketing’s fundamental challenges: the “No Hotline” problem through consistent micro-experiences, the “Not for Me” problem through AI-powered N=1 personalisation, and the “No Alternative” problem through ActionAds that enable precision targeting without the Google/Meta tax.

Most importantly, NeoMails embodies NeoVisM’s core principles: “Retention Before Reacquisition” by building lasting relationships through daily value delivery, “Trust Before Transactions” through genuine micro-moments of enrichment, and “Individuals Before Segments” through true personalisation at scale. When enhanced with Atomic Rewards (Mu) for gamification and integrated with NEON for monetisation, NeoMails becomes a powerful engine for marketing prosperity—helping brands escape the costly cycle of continuous reacquisition while creating new revenue streams through authenticated identity.

3

NeoJourney

NeoMails fundamentally reimagines the customer journey—shifting from sporadic, transactional touchpoints to a continuous, value-driven relationship. Traditional email marketing relies on intermittent, campaign-based interactions, leaving gaps in engagement and weakening retention. NeoMails changes this by creating a persistent, daily engagement loop that keeps customers monetised, connected, and engaged.

This transformation unfolds across four critical dimensions:

1. Retention Through Daily Engagement

The inbox is no longer a graveyard of unopened promotional emails—it becomes a dynamic, daily touchpoint that customers actively seek out. NeoMails’ engagement engine makes email a habitual, rewarding experience:

• Gamified experiences turn email checking into a rewarding daily ritual
• Atomic Rewards (Mu) in subject lines create anticipation and drive consistent opens
• Interactive AMPlets (SmartBlocks and Microns) transform passive reading into active participation
• AI-powered N=1 personalisation ensures every email feels individually crafted
• Daily micro-moments of value combat attention recession and prevent dormancy
• Progressive profiling through natural interactions builds deeper customer understanding

2. Frictionless Conversion

NeoMails becomes more than just a communication tool—it turns email into a primary action surface, eliminating the friction of website redirects and app dependencies. Customers can complete high-value actions directly within the inbox:

• One-tap scheduling and calendar integration
• Instant webinar registrations and event confirmations
• Seamless financial transactions (fixed deposits, mutual funds, insurance)
• Integrated checkout for e-commerce purchases
• In-email travel bookings with seat selection
• Real-time survey participation and feedback collection

3. Precision Reactivation

NeoMails replaces traditional, wasteful retargeting with precise, identity-based reactivation, ensuring brands reach the right customers at the right moment—without paying the AdTech tax:

• NEON’s PII-based targeting ensures ads reach the right customers directly instead of relying on probabilistic signals.
• ActionAds embedded in other brands’ NeoMails create re-engagement moments without third-party intermediaries.
• Eliminates “spray and pray” retargeting, focusing only on customers with real reactivation potential.
• Direct brand-to-brand collaboration opens exclusive cross-promotion opportunities.
• Authenticated identity-based delivery guarantees message visibility—no wasted impressions.

4. Multi-Monetisation Opportunities

Email has long been a cost centre for brands—NeoMails transforms it into a revenue engine. By leveraging authenticated identity, interactive ads, and zero-party data, brands unlock multiple monetisation pathways:

• NEON’s ActionAds empower brands to become their own media platforms, allowing them to monetise their customer attention directly—rather than ‘renting’ access to audiences through expensive AdTech platforms like Google and Meta.
• Zero-party data enables hyper-targeted, high-value advertising at premium rates.
• Non-competing product recommendations drive incremental revenue.
• Revenue-sharing models create an aligned ecosystem where every stakeholder benefits.

The Power of Integration

NeoMails’ true strength comes from how these capabilities work together:

• Daily engagement builds trust and enables zero-party data collection
• Better data powers more relevant personalisation
• Improved relevance drives higher engagement
• Higher engagement creates more monetisation opportunities
• More revenue funds better experiences

This virtuous cycle creates what traditional email never could: a sustainable engine for profitable growth that eliminates marketing’s biggest challenge – AdWaste. By establishing reliable hotlines, enabling frictionless transactions, and creating new revenue streams, NeoMails doesn’t just enhance email – it reinvents it as the foundation for sustainable profitable growth.

This isn’t just Email 2.0 – it’s Email’s Second Coming. It is a transformation that benefits everyone:

• Brands build always-on customer relationships and unlock new monetisation models.
• Customers receive real value through daily enrichment and seamless, friction-free experiences.
• The entire ecosystem breaks free from AdTech’s profit drain.

Through NeoMails, email evolves from a simple communication channel into the cornerstone of retention-first marketing, providing the daily engagement engine that makes NeoVisM’s vision of marketing prosperity possible.

4

AI Critiques

I asked Claude, ChatGPT, and DeepSeek for a critique covering four perspectives: marketer, end customer, VC (investor), and ESP.

Claude

The Marketer’s View

Strengths:

• The focus on eliminating reacquisition costs is compelling given rising CAC
• Daily engagement through micro-moments could solve the attention problem
• Revenue opportunities through ActionAds are attractive
• N=1 personalization could drive better outcomes

Concerns:

• Implementation complexity – requires significant changes to current processes
• Content creation for daily microns could be resource intensive
• Team capabilities may need upgrading for this new approach
• ROI timeline – how long until benefits materialize?
• Change management challenges in shifting from campaign to daily mindset

The Customer’s View

Strengths:

• Daily brain gain content could provide genuine value
• Rewards (Mu) make engagement more rewarding
• Frictionless in-email actions save time
• More personalized, relevant experiences
• Less spam through better targeting

Concerns:

• Another daily commitment to manage
• Privacy implications of zero-party data sharing
• Potential inbox clutter from increased frequency
• Skepticism about “personalized” advertising
• Whether promised value will actually materialize

The VC’s View

Strengths:

• Large market opportunity ($350B+ in AdWaste to redirect)
• Network effects through NEON could create defensible moats
• Multiple revenue streams (ads, revenue sharing)
• Platform potential beyond just email
• Clear differentiation from existing solutions

Concerns:

• Execution complexity given multiple stakeholders
• Adoption curve – requires behavior change from brands and users
• Competition from Big Tech (Google, Meta)
• Regulatory risks around PII-based advertising
• Time to meaningful revenue

The ESP’s Implementation View

Strengths:

• New revenue opportunities beyond CPM pricing
• Strategic differentiation in commoditized market
• Deeper strategic relationship with clients
• Network effects through NEON
• First-mover advantage potential

Concerns:

• Technical complexity of building all components
• Integration challenges with existing systems
• Resource requirements for AI/ML capabilities
• Client education and onboarding effort
• Risk of failure given ambitious scope

Common Themes

Success Factors:

• Must deliver clear, measurable value quickly
• Need strong onboarding and change management
• Require seamless technical implementation
• Have to maintain quality at scale
• Need to build trust across ecosystem

Key Risks:

• Execution complexity
• Behavior change requirements
• Technical challenges
• Resource intensity
• Time to ROI

The concept shows promise but needs:

1. Clear implementation roadmap
2. Early proof points and quick wins
3. Strong focus on change management
4. Realistic timeline expectations
5. Well-defined success metrics

ChatGPT

NeoMails is a bold, transformative concept that reimagines email from a static, promotional tool into an interactive, engagement-driven ecosystem. While the essay effectively outlines its advantages, different stakeholders—marketers, end customers, investors (VCs), and ESPs (Email Service Providers)—would approach its feasibility, challenges, and potential with distinct concerns.

1. Marketer’s Perspective: Excitement with Caution on Execution

✅ What Works Well for Marketers:

• Higher Engagement & Retention: NeoMails promises to solve declining open and click rates by making emails more interactive and valuable. The focus on daily engagement, habit formation (Atomic Rewards), and hyper-personalisation is appealing.
• Solves the “No Hotline” Problem: Continuous micro-interactions through Microns and AMPlets could keep customers engaged without requiring costly reacquisition.
• Monetisation Opportunities: The addition of ActionAds and ZeroCPM could turn emails from a cost centre to a revenue generator, an attractive shift for CMOs under budget constraints.
• First-Party Data Collection: With the demise of third-party cookies, SmartBlocks for progressive profiling could be a game-changer in customer understanding.

⚠️ Concerns & Challenges:

• Operational Complexity: Moving from simple campaigns to AMP-based interactive emails and gamified experiences adds a learning curve. Marketers may struggle with execution without strong ESP support.
• Consumer Resistance to Change: Not all customers may adapt quickly to gamified email engagement or in-email transactions. Will they trust and adopt this new behavior?
• Email Overload: If every brand starts sending daily NeoMails, will consumers tune out or unsubscribe more?
• Attribution & Measurement: Since NeoMails reduce clickthroughs to external websites, marketers may need new frameworks to measure conversion effectiveness beyond just web analytics.

🔍 Final Verdict (Marketer’s View):
NeoMails is a marketer’s dream if executed well—it addresses retention, engagement, and monetisation. However, adoption will depend on consumer behavior shifts, measurement clarity, and seamless integration into existing martech stacks.

2. End Customer’s Perspective: Convenience vs. Possible Overreach

✅ What Customers Will Like:

• Less Friction: In-email actions (e.g., booking flights, checking out purchases, subscribing with one tap) eliminate annoying redirections to slow-loading landing pages.
• Daily Value (Brain Gain, Not Brain Rot): Microns delivering quick insights, quizzes, and personalised experiences could make emails genuinely useful instead of just promotional noise.
• Personalisation Done Right: If AI-driven N=1 messaging is accurate, customers will feel understood instead of spammed with irrelevant content.
• More Relevant Ads: ActionAds based on authenticated identity are preferable to random, untargeted ads on websites or social media.

⚠️ Concerns & Challenges:

• Privacy & Data Sensitivity: Customers may hesitate to interact deeply with emails if they feel their actions are being too aggressively tracked.
• Inbox Fatigue: Daily engagement sounds good in theory, but will people feel bombarded if every brand starts doing this?
• Trust Barrier with Transactions: Will consumers trust financial transactions inside an email? How will security concerns be addressed?

🔍 Final Verdict (End-Customer View):
If executed well, NeoMails could make email feel smarter, more useful, and less annoying. But success depends on building trust, avoiding over-personalisation creepiness, and ensuring email engagement doesn’t feel like yet another addictive habit.

3. VC (Investor) Perspective: A High-Risk, High-Reward Play

✅ What Investors Will Like:

• Disruptive Potential: NeoMails challenges the status quo of email marketing, creating a new monetisation layer (ZeroCPM, ActionAds) that could unlock a multi-billion-dollar revenue stream.
• Eliminates AdWaste: NeoMails presents a compelling alternative to Google and Meta’s ad dominance, potentially diverting ad budgets away from Big Tech.
• Scalability: If major ESPs adopt NeoMails, entire industries could shift towards this model, creating network effects and first-mover advantages.
• AI and Personalisation are Hot Themes: Investors are bullish on AI-driven hyper-personalisation, making N=1 marketing at scale a promising hook.

⚠️ Concerns & Challenges:

• Market Adoption Risk: Brands, customers, and ESPs must embrace NeoMails as the new standard for it to work—will they change existing behaviors?
• Execution & Infrastructure Costs: Developing AMP, AI-powered personalisation, and ad networks takes engineering muscle and time, meaning high upfront costs.
• Monetisation Timing: When does this become profitable? While ActionAds and ZeroCPM create future revenue streams, VCs will ask: How long before brands shift budgets?

🔍 Final Verdict (Investor View):
NeoMails is a bold, high-upside opportunity, but success depends on adoption and execution speed. VCs would likely fund it if major brands or ESPs show interest.

4. ESP Perspective: A Strategic Growth Opportunity with Challenges

✅ What ESPs Will Like:

• New Differentiation in a Commoditised Market: ESPs struggle to differentiate beyond delivery rates and segmentation tools. NeoMails offers a new monetisation layer (ActionAds, SmartBlocks, ZeroCPM) that could increase revenue per email sent.
• Higher Retention & Engagement for Clients: If ESPs help brands implement NeoMails, their clients will see better open rates, conversions, and retention, strengthening ESP-client relationships.
• Cross-Brand Revenue Sharing via NEON: ESPs could own and operate ActionAds exchanges, tapping into ad revenue beyond just subscription fees.

⚠️ Concerns & Challenges:

• Implementation Complexity: AMP-based emails, AI personalisation, and real-time engagement require major product upgrades and client education.
• Fragmentation Risk: If not all ESPs adopt NeoMails, will adoption be slow and inconsistent, reducing its industry-wide impact?
• Data & Privacy Compliance: Storing zero-party data and running an ad network may require ESPs to navigate GDPR, CCPA, and evolving privacy laws.

🔍 Final Verdict (ESP View):
For ESPs, NeoMails presents an exciting growth opportunity—but only the most innovative ESPs will invest early. Legacy ESPs may resist unless forced by client demand.

Final Takeaways Across All Perspectives:

Perspective	Strengths	Concerns
Marketer	Retention, engagement, monetisation	Complexity, customer adaptation, new measurement models
Customer	Frictionless experience, personalisation, better ads	Privacy concerns, inbox fatigue, transaction trust
Investor (VC)	High upside, disruption, scalable monetisation	Market adoption risk, execution cost, timeline to profitability
ESP	New revenue streams, differentiation, retention boost	Technical complexity, privacy/legal risks, slow adoption curve

🛠 Final Thoughts:
NeoMails solves real marketing problems but relies on behavior shifts, technical implementation, and ecosystem buy-in. If it gains momentum among major brands or ESPs, it could reshape email marketing and challenge AdTech dominance—a potential billion-dollar shift.

DeepSeek

1. Marketer Perspective

Strengths:

• Retention-Focused Approach: The emphasis on retention over acquisition aligns with modern marketing trends, where customer lifetime value (CLV) is increasingly prioritized. NeoMails’ focus on daily engagement and habit-forming interactions could significantly improve customer retention rates.
• Personalization at Scale: The use of AI-driven N=1 personalization is a game-changer. Marketers are always looking for ways to deliver more relevant content, and this approach could lead to higher engagement and conversion rates.
• Frictionless Conversions: The idea of in-email actions (e.g., scheduling, purchases, bookings) eliminates the need for landing pages, reducing friction and potentially increasing conversion rates. This could be particularly appealing for e-commerce and service-based businesses.
• Monetization Opportunities: The integration of ActionAds and zero-party data opens up new revenue streams for brands, allowing them to monetize their email lists more effectively. This could reduce dependency on third-party ad platforms like Google and Meta.

Concerns:

• Implementation Complexity: While the concept is compelling, the technical implementation of AMP-based interactive emails, AI personalization, and gamification could be challenging for many brands. Smaller businesses, in particular, may struggle with the resources required to adopt NeoMails.
• Ad Fatigue: Even with personalized ads, there’s a risk of ad fatigue if customers feel overwhelmed by too many offers or interactions within their emails. Marketers will need to strike a delicate balance between engagement and intrusion.
• Measurement and ROI: While the concept promises higher engagement, marketers will need clear metrics to measure the ROI of NeoMails. Traditional metrics like open rates and click-through rates may not fully capture the value of in-email actions and gamified experiences.

2. End Customer Perspective

Strengths:

• Enhanced User Experience: The idea of turning emails into interactive, app-like experiences is appealing. Customers could enjoy a more seamless and engaging experience, especially if they can complete tasks (e.g., booking, purchasing) directly within the email.
• Personalized Value: AI-driven personalization ensures that customers receive content and offers that are relevant to their preferences and behaviors. This could make emails feel less like spam and more like a curated experience.
• Gamification and Rewards: The introduction of Atomic Rewards (Mu) and gamified elements could make checking emails more enjoyable and rewarding. This could turn email from a chore into a daily habit that customers look forward to.
• Reduced Friction: The elimination of landing pages and website redirects simplifies the customer journey, making it easier to take action on offers or content.

Concerns:

• Privacy Issues: While personalized ads and content are appealing, customers may be wary of how their data is being used. The use of PII (Personally Identifiable Information) for targeting could raise privacy concerns, especially if customers feel their data is being overused or shared without consent.
• Overwhelming Interactions: If emails become too interactive or gamified, some customers might find them overwhelming or distracting. There’s a fine line between engaging and intrusive, and brands will need to be careful not to cross it.
• Trust Erosion: If customers feel that brands are overly focused on monetization (e.g., through ActionAds), it could erode trust. The value-first approach must be genuine, or customers may start to view NeoMails as just another marketing gimmick.

3. VC (Investor) Perspective

Strengths:

• Market Potential: The email marketing industry is massive, and any innovation that can significantly improve engagement and monetization has enormous potential. NeoMails could disrupt the traditional email marketing space and create new revenue streams for brands.
• Scalability: The concept is highly scalable, especially with the use of AI and automation. Once the technology is in place, it can be applied across industries and geographies, making it an attractive investment opportunity.
• AdWaste Reduction: The focus on eliminating AdWaste by improving retention and targeting is compelling. Investors are always looking for solutions that can reduce inefficiencies in marketing spend, and NeoMails addresses this directly.
• Ecosystem Play: The integration of NEON and ActionAds creates a new ecosystem where brands can collaborate and monetize their customer bases. This could lead to network effects, where the value of the platform increases as more brands and customers join.

Concerns:

• Adoption Barriers: While the concept is innovative, widespread adoption may take time. Brands and ESPs will need to invest in new technologies and processes to implement NeoMails, which could slow down market penetration.
• Competition: The email marketing space is crowded, and established players may resist change or develop competing solutions. NeoMails will need to differentiate itself clearly and demonstrate superior ROI to gain market share.
• Regulatory Risks: The use of PII for targeting and monetization could attract regulatory scrutiny, especially in regions with strict data privacy laws (e.g., GDPR in Europe). Investors will need to assess the potential legal and compliance risks.

4. ESP (Email Service Provider) Perspective

Strengths:

• Differentiation: ESPs that adopt NeoMails could differentiate themselves in a competitive market by offering cutting-edge features like AMP-based interactivity, AI personalization, and gamification. This could attract brands looking for more advanced email marketing solutions.
• Increased Revenue: By enabling brands to monetize their email lists through ActionAds and zero-party data, ESPs could tap into new revenue streams. This could be particularly appealing for ESPs looking to move beyond traditional CPM-based pricing models.
• Customer Retention: Offering NeoMails could help ESPs retain their existing customers by providing them with tools to improve engagement and ROI. This could reduce churn and increase customer lifetime value.
• Partnership Opportunities: The integration of NEON and ActionAds opens up opportunities for ESPs to partner with brands and other ESPs, creating a more collaborative ecosystem.

Concerns:

• Technical Challenges: Implementing NeoMails will require significant technical upgrades, including support for AMP, AI-driven personalization, and gamification. ESPs will need to invest in new infrastructure and talent to make this possible.
• Customer Education: Many brands may not fully understand the benefits of NeoMails or how to implement them effectively. ESPs will need to invest in customer education and support to drive adoption.
• Privacy and Compliance: ESPs will need to ensure that their platforms comply with data privacy regulations, especially when handling PII for targeting and monetization. This could require additional resources and legal oversight.

Conclusion

NeoMails represents a bold and innovative reimagining of email marketing, with the potential to transform how brands engage with customers. From a marketer’s perspective, it offers powerful tools for retention, personalization, and monetization, though implementation complexity and ad fatigue are concerns. For end customers, it promises a more engaging and seamless experience, but privacy and trust issues could arise. Investors see significant market potential and scalability, but adoption barriers and regulatory risks must be addressed. Finally, ESPs can differentiate themselves and unlock new revenue streams, but technical challenges and customer education will be key hurdles.

Overall, NeoMails has the potential to revolutionize email marketing, but its success will depend on how well these challenges are navigated and how effectively the value proposition is communicated to all stakeholders.