Adaptive electronic messaging

1. In a computing system, a method of operation comprising:

identifying, by a message adaptation component of the computing system, a message adaptation specification that includes:

a message layer definition to indicate a first message layer and a second message layer corresponding to an adaptive electronic message, wherein the first message layer and the second message layer are respectively associated with a first digital content element and a second digital content element, and

decision logic to facilitate selection of the first message layer or the second message layer;

receiving, by the message adaptation component, a base electronic message;

selecting, by the message adaptation component based on the message adaptation specification, the first message layer for adapting the base electronic message;

accessing, by the message adaptation component, the first digital content element from a data store, wherein the first digital content element is accessible by the message adaptation component prior to said receiving of the base electronic message; and

adapting, by the message adaptation component, the base electronic message to include the first digital content element to form an adapted electronic message.

2. The method of claim 1 , further comprising:

transmitting the adapted electronic message to a recipient.

3. The method of claim 1 , further comprising:

transmitting the base electronic message to a recipient; and

adapting the base electronic message by transmitting the first digital content element after said transmitting of the base electronic message to the recipient.

4. The method of claim 3 , wherein adapting the base electronic message comprises incorporating one or more scripts into the base electronic message, wherein the one or more scripts, when executed on a client device associated with the recipient, retrieve the first digital content element.

5. The method of claim 1 , further comprising:

determining one or more operational capabilities of a client device associated with the recipient; and

selecting the first message layer based on said determining.

6. The method of claim 5 , wherein the one or more operational capabilities comprise multimedia presentation capabilities.

7. The method of claim 1 , wherein the layer definition comprises a markup-language based file and the decision logic comprises a binary tree structure.

8. The method of claim 1 , wherein said selecting comprises selecting the first message layer for adapting the base electronic message for a first recipient, and the method further comprises:

selecting the second message layer for adapting the base electronic message for a second recipient;

accessing the second digital content element from the data store, wherein the second digital content element is accessible by the message adaptation component prior to said receiving of the base electronic message; and

adapting the base electronic message to include the second digital content element to form another adapted electronic message.

9. The method of claim 8 , wherein the first digital content element is a video content element and the second digital content element is a flash content element.

10. The method of claim 1 , further comprising:

determining based upon the message adaptation specification, whether a recipient has opted to receive a class of electronic messages; and

adapting the base electronic message to include a solicitation for the recipient to receive electronic messages belonging to the class of electronic messages, if it is determined that the recipient has not opted to receive electronic messages belonging to the class of electronic messages.

11. The method of claim 10 , further comprising:

transmitting the adapted electronic message including the solicitation to the recipient.

12. The method of claim 1 , further comprising:

determining, based upon the message adaptation specification, whether a receiving device associated with a recipient is configured as a wireless device; and

selecting the first message layer based on said determining.

13. A system comprising:

one or more computer processors;

one or more data stores coupled to the one or more computer processors and configured to store a plurality of differently versioned digital content element candidates including a first digital content element and second digital content element; and

a message adaptation component configured to, in response to operation on the one or more computer processors:

identify a message adaptation specification that includes:

a message layer definition to indicate a first message layer and a second message layer corresponding to an adaptive electronic message, wherein the first message layer and the second message layer are respectively associated with the first digital content element and the second digital content element, and

decision logic to facilitate selection of the first message layer or the second message layer;

receive a base electronic message;

select, based on the message adaptation specification, the first message layer for adaptation of the base electronic message;

access the first digital content element from the one or more data stores, wherein the first digital content element is accessible by the message adaptation component prior to said receipt of the base electronic message; and

adapt the base electronic message to include the first digital content element to form an adapted electronic message.

14. The system of claim 13 , wherein the message adaptation component is further configured, in response to operation on the one or more computer processors, to:

transmit the adapted electronic message to a recipient.

15. The system of claim 13 , wherein the message adaptation component is further configured to, in response to operation on the one or more computer processors:

determine one or more operational capabilities of a client device associated with the recipient; and

select the first message layer for adapting the base electronic message based on the one or more operational capabilities of the client device.

16. The system of claim 13 , wherein the message adaptation component is configured to select the first message layer for adaptation of the base electronic message for a first recipient, and is further configured to, in response to operation on the one or more computer processors:

select the second message layer for adaptation of the base electronic message for a second recipient;

access the second digital content element from the one or more data stores, wherein the second digital content element is accessible by the message adaptation component prior to said receipt of the base electronic message; and

adapt the base electronic message to include the second digital content element to form another adapted electronic message.

17. The system of claim 16 , wherein the first digital content element is a video content element and the second digital content element is a flash content element.

18. The system of claim 13 , wherein the message adaptation component is further configured to, in response to operation on the one or more computer processors:

determine, based upon the message adaptation specification, whether a receiving device associated with a recipient is configured as a wireless device; and

select the first message layer based on said determination.

19. The system of claim 13 , wherein the message adaptation specification comprises a message template defining one or more presentation cells of an adaptive electronic message, and the message adaptation component is further configured to, in response to operation on the one or more computer processors, adapt the base electronic message based on the message template.

20. An apparatus comprising a non-transitory storage medium having stored therein programming instructions, which when executed are operative to enable the apparatus to:

identify a message adaptation specification that includes:

a message layer definition to indicate a first message layer and a second message layer corresponding to an adaptive electronic message, wherein the first message layer and the second message layer are respectively associated with a first digital content element and a second digital content element, and

decision logic to facilitate selection of the first message layer or the second message layer;

receive a base electronic message;

select, based on the message adaptation specification, the first message layer for adapting the base electronic message;

access the first digital content element from a data store, wherein the first digital content element is accessible by the message adaptation component prior to said receiving of the base electronic message; and

adapt, by the message adaptation component, the base electronic message to include the first digital content element to form an adapted electronic message.

21. The apparatus of claim 20 , wherein the first message layer is selected for adapting the base electronic message for a first recipient and the programming instructions are further operative to enable the apparatus to:

select the second message layer for adapting the base electronic message for a second recipient;

access the second digital content element from the data store, wherein the second digital content element is accessible by the message adaptation component prior to said receiving of the base electronic message; and

adapt the base electronic message to include the second digital content element to form another adapted electronic message.