First, there was AMP – Accelerated Mobile Pages. Then almighty Google added AMP for Email to the mix. Many have interpreted this to be the company’s attempt at extending its dominance to users’ inboxes. However, peddling that type of thinking blinds everyone to the benefits of a novel technology like email.
AMP for email provides users with an alternative means to use the mobile pages framework. Marketers can also use AMP-based interactivity to emails through a unique MIME type.
While adoption and support for AMP for email has been slow, marketers need to learn that this novel technology is promising for customer engagement. If we need to be creative in the buyer journey, AMP for email can be a powerful component of your brand’s marketing arsenal. It’s precisely this that this article will show you how to amplify or boost your email marketing using AMP for email.
Revisiting the Foundations and History of AMP
The outcome? Websites now load 400 percent faster than before. Publishers are often quick to realize and pick up on such trends. This time, they did too. The trend was on, and as of 2020, there were more than 6 billion AMP-powered web pages served from over 31 million domains. These numbers represent nearly 300 percent of what they were only a year before.
AMP has two things going for it: it’s popular and efficient. These factors have given it enough fuel to grow. AMP isn’t only about fast-loading websites. Among other exciting features, it can:
- accept user input via AMP-based forms;
- build carousels in mobile results;
- enable custom interactions;
- ensure ads go to AMP landing pages;
- build custom user interactions; and
- animate a brand’s story using AMP stories.
Yes, even with these features, AMP retains its turbo speed. But there’s more as it has continued its forward march to email.
Email is a powerful tool for business and personal communication. Bringing AMP to email only multiplies its far-reaching impact.
Does the World Need AMP for Email?
Over the years, email has proved to be a successful communication channel. Even though users are increasingly adopting newer channels such as social media, a little more than 90 percent of the world have email experience. The expectation is that there will be at least 4.3 billion email users by 2022. Yet, it’s crucial to improve their email experience through new technologies such as AMP for email.
Now for some real conversation that would impress business owners. More than 240 million people in the United States use email, with 51 percent of those using it to shop online. Considering these figures, it’s okay to ask if and how email makes any business sense.
First, people and brands send nearly 270 billion emails every day. It’s 4,000 percent more effective at winning new users/customers than Twitter or Facebook.
Customers prefer that brands connect with them through email – 72 percent compared with 17 percent for social media. The numbers make it clear that improving email is necessary.
Email technology and messaging have remained static for as long as anyone in [the] business can recall. It’s traditionally been a foundation of HTML (HyperText Markup Language) and a sparing smattering of tables-only CSS (Cascading Style Sheets).
Using these rudimentary technologies come with a downside: content can only be static, with a link (or links) with a more interactive landing page. It’s precisely this problem that AMP aims to solve. Customers can complete tasks traditionally suited for websites right from their email.
Why Should a Marketer Use AMP for Email?
Is AMP for email worth a look-in? Email marketers certainly need an engaging, relevant, and actionable solution, and AMP email s offer that. But, here’s a round-up of the official possibilities of Google’s AMP for email:
- Design interactive email components using a growing library of AMP-supported components such as amp-bind, amp-carousel, amp-form, amp-list, amp-mustache, amp-selector, amp-state, and so forth.
- Enable marketers to keep email content fresh, interactive, and relevant for users.
- Craft highly engaging and actionable email experiences.
Easily the most significant benefit AMP will offer users is the ability to perform most traditional website tasks directly from their email. They’ll not need to visit any other landing page. If users love things easy, AMP for email certainly delivers on this front.
You need to realize that 50 percent of US consumers are eager to see emails from you, their favorite brand. As much as 49 percent expectantly check their inboxes to read your weekly newsletters. As an email marketer, you need to look at using AMP emails to offer these subscribers a smoother buyer journey.
What kind of traditional website tasks can you bring to your marketing emails? Well, the list includes everything below and more:
- Browsing interactive product catalogs
- Filling out forms
- Filling questionnaires
- Scheduling appointments
- Submitting an RSVP
- Swiping through listings
- Taking surveys
This list is a small sampling of possibilities for boosting email marketing with AMP emails. Besides, there’s absolutely nothing to have a headache about if you miss a deadline. AMP allows you to update information within emails and without breaking a sweat.
Updating AMP Emails on the Fly
Except for reference and documentation purposes, most emails are not useful as soon as the recipient reads them. But, only 19 percent of users open emails the moment they in their inbox. If it’s a news email, then there’s every chance the information in it is stale a few hours later.
AMP Makes Email Marketing Easier
AMP for email is easy to use, so email marketers can easily make the transition. CSS and HTML allow some interactivity in emails, but they have glaring limits.
Besides, AMP makes everything faster.
AMP and Email Conversion
The primary goal of marketing emails is to boost conversions. Can AMP emails help with this? You bet! AMP limits the number of clicks users have to make. It’s a proven way to increase conversions. AMP offers real-time processing, form filling, and form submissions, giving an exciting opportunity to e-commerce companies to engage customers and increase sales.
The prevalence of mobile ensures that users can interact with calls-to-action (CTAs) quicker when they require fewer clicks. More CTA clicks mean more sales.
AMP for email is now indispensable in the digital marketer’s toolbox. The possibilities apply across many industries, including e-commerce, events, finance, food, shipping, surveys, and travel.
The technology is available to major email providers, including Gmail, Litmus, Outlook, and so forth. It’s open-source, and users can access Playground for AMP for Email to create and edit markup to see changes in the emails.