A framework for adding interactivity inside email messages is known as Accelerated Mobile Pages (AMP). While it was first created by Google in 2016 as an open-sourced library to help publishers load pages or sites more quickly on mobile, it has since transitioned to a tool for email.
This vigorous email format offers a subset of AMPHMTL (Accelerated Mobile Pages). With AMP for email, your email presents app-like behavior. However, we are most familiar with seeing it on dynamic websites.
AMP for email breaks functionality down into these three categories:
- It offers a rich inbox experience.
- It allows form submissions from inside the email and completes actions.
- It serves real-time, dynamic, and updated content in your emails.
Here’s why AMP email is essential:
It widens email usage opportunities: AMP emails offer email subscribers a novel web page-like experience. In other words, email marketers can apply interactive functions that are usually only available on web pages — carousels, confirmations, forms, event invitations, accordions, comment replies, etc., directly in the inbox.
It re-energizes email technology: Email is an old technology that at one time began looking obsolete and has been refreshed to meet modern demands. Email marketing is one of the most successful marketing channels today. People have continued using it globally since the early 2000s. Not much has changed since then, but with the use ofAMP in email, we now see livelier web page-like content.
It offers a new level of personalization: Marketers can now receive and send more data than ever with AMP email. This attribute permits brands to personalize emails more than ever before. Additionally, the message content can update within the email (like prices, weather reports, and webinar dates) as AMP emails are dynamic. As a result, subscribers will always get highly personalized content on-demand without even parting with their email clients.
It has low competition: AMP email technology is comparatively new at the moment. So naturally, it will take some time for it to be fully utilized. If you know how to interact with the users by implementing AMP elements in your emails, you can stay ahead of your competitors.
The Benefits of AMP For Email
Here are some dynamic facts for a better understanding:
Consumers who open emails with personalized subject lines have a much higher rate than emails without a customized greetings.
Dynamic email marketing campaigns that use segmented customer information have higher open and click-through rates than generic email blasts. Including video in emails can further increase your open and click-through rates.
Customers like being treated like real people and not a number.
This is the key to winning and surviving in this cutthroat competitive marketplace. AMP enables you to create highly-personalized and immersive campaign experiences.
Don’t let your competition be in your way of reaping the rewards of AMP for email! It’s time to get responsive and flexible and revitalize your email campaigns by leveraging AMP.
AMP for Email Use Cases for B2B
As you can probably tell from the examples above, many industries and business types benefit significantly from AMP email. This includes both B2B and B2C companies. Although the latter may be the most obvious with the quick sell advantage, B2B companies are also making a profit from AMP.
Leveraging AMP-powered emails gives B2B companies a way to remove some of the sales funnel barriers and let them stand out in their leads’ inboxes. For example, B2B companies use AMP email to collect product feedback and drive new product adoption.
A few ways that B2B companies can engage with their audience and reach out include:
Events: AMP helps users quickly RSVP through an email. An easy-to-use form and submit button is the key to an event or a large turnout to a webinar. This approach can collect five times the amount of responses than the recipient having to click away to do so.
Demos: It helps in using an AMP list and form to make booking a demo fast for your leads and directly attribute your enhancement in sales and demos to AMP.
Comments: You can let your app users create comments and finish other actions from inside the email using an AMP list and form. It helps in bringing the data to where you work in your email.
Surveys: You can grab the recipient’s attention right at the beginning and skip the survey. Google Forms uses AMP surveys to permit users to reply to the actual email, increasing the response rate. This approach is now available to any AMP sender.
On-Boarding Flow: It increases new user adoption. The onboarding email sequence helps new product users finish the onboarding steps, such as inviting team members in an email and making preference selections.
Product Feedback: it makes it easy for your users to offer product feedback by directly submitting it via the email.
Requests for Reviews: It saves time and increases the response rate using an AMP form, then manually chases customers to give you a review.
Conclusion
People have been criticizing Google ever since they announced their new goals of modernizing emails. People didn’t want them to become the GateKeepers of all web content. Many believe that emails must be emails and not mini-applications that transform this relatively new means but effective communication forever.
Others argue that AMP for emails is a technology that will only benefit Google in its continuous chase of data collection. Users are afraid of privacy and security issues, and their private accounts are becoming hubs for unwanted AMP Spam emails.
Whether AMP for emails succeeds or not, it’s still worth trying. All this is done to guarantee that your subscribers will receive your messages, your emails aren’t broken, and proficient in HTML email coding. AMP for email provides users with a more accessible and friction-free way to interact with brands via email. The benefits of making interaction easier are always seen in ROI for brands. It’s more likely they will do it if they can fill out a poll or browse hotel listings in their email.
AMP is the future of email as it brings new opportunities to stand out in saturated customer inboxes, with some risks. As compared to standard HTML emails, it has already been proven to deliver significant ROI. AMP will redefine how marketers build relationships with their customers, both in marketing and transactional emails, with more adoption coming from marketing automation platforms and various ESPs.
Our marketing automation experts can guide you with the right segmentation strategies for your business while streamlining your automation. Write to us at info@marrinadecisions.com. You can also message us on Twitter or LinkedIn.
