Accelerated Mobile Page (AMP) technology is what going to revolutionize bulk email marketing as we know it today. It enables to add dynamic content to previously static flat email pages, and lets recipients react to it right in the message. To view extra photos or scroll through price offers, customers no longer need to download the site page, open a new tab or click on the link - now they can do it without leaving the email body. Supported by Gmail and Mail.ru and adapted by major online platforms, it will soon extend to other email clients and brands.
AMP technology is a series of HTML tags backed up by CSS and JS. It aims to speed up the mobile web and optimize page performance, creating new ways for more versatile customer engagement. To send AMP-powered campaigns, you have to undergo registration at Google as a dynamic content sender and make sure your email marketing software supports this technology. As for today, the following companies have announced AMP support:
This list will definitely grow, as gearing emails with app functionality is a great opportunity to increase the ROI of your email marketing campaigns.
Though a regular flat email can also contain interactive elements like carousels, countdown timers or rollovers, customers should still land on a webpage to browse a catalog or check current product availability. An AMP-powered campaign allows a complete checkout process directly in the email. You can decide upon size/color/material and complete the order without leaving the email. The same approach can be integrated in cart abandonment campaigns allowing people to revise their abandoned carts and make necessary changes if needed.
AMP email can benefit travel industry brands by enabling people to check available tickets, rooms, car trips, or tables at your favorite restaurant. Apart from simply seeing how many offers are left, you can also choose a seat number or specify a location. For example, you might state you would prefer a back row buying a movie ticket or a window seat when reserving a flight.
Companies providing delivery services can send AMP emails that will allow real-time tracking of the courier with their order rather than just notify on the status change.
Backed up by AMP technology, invitation emails now can let recipients RSVP to an event and make the necessary comments, for example, confirm participation in webinar or choose the time for a skype call.
AMP technology can generate the benign conditions for expanding survey emails, making it easy to participate in polls and fill out questionnaires. It also makes possible leaving feedback or review in the real time, seeing all updates on the existing comments.
Adopting AMP emails can also be transformative for the financial industry. An online calculator form built within the email will help clarify the loan details, perform an estate appraisal or make other basic calculations straight in the email.
With the help of AMP technology, you can manage your subscription in a more convenient way. Now you can not only subscribe to newsletters but also choose the time and frequency of these messages.
Before you dive into the creation of AMP campaigns, make sure both email agent of the recipient and your ESP support the AMP technology. Next step is to contact Google as a dynamic content sender and ask them to add your email address into the whitelist. Here is how to do it:
Keep in mind that your authorization may take several days after which you will be able to send AMP-powered emails.
Though the technology of accelerated mobile pages is still under development, its potential is great. Billions of emails are sent on a daily basis, and almost 70% of them are read on mobile devices. This means that a bigger part of the interaction between the brand and its customers happens via emails and SMS campaign. And AMP technology, when smartly integrated into the overall marketing strategy, will definitely make this interaction more beneficial for each party. Customers will get more convenient and satisfying interaction experience, and companies will be able to grow email responsiveness and encourage more active actions.
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