Six years in the past, Google launched the accelerated cell pages (AMP) primarily to enhance the loading speed of cell web sites and improve the subscriber’s expertise.
The preliminary success of AMP led to an replace that makes fast-loading and interactive emails that emulate mailable microsites doable.
Utilizing this expertise, your subscribers can work together with an e-mail with out visiting the web site or touchdown web page. AMP emails make it doable to fill a kind, reply to a survey, or take a look at to finish a purchase order from the e-mail itself.
AMP e-mail not solely helps create a greater subscriber expertise however brings extra conversions and quicker enterprise progress. It requires some coding work. It’s most helpful when most of your e-mail subscribers are beneath the Gmail umbrella.
Whereas worthwhile makes use of of AMP in e-mail exist, others should take it slowly and make use of a phased rollout. A method-sensitive expertise, it’s a good suggestion to segment your subscribers and ship to Gmail addressees on the outset.
And yet one more caveat: You want a unique metric to judge success as AMP emails don’t observe click-through charges.
Now, let’s have a look at how you may use AMP expertise in your model’s emails.
Your subscribers can verify the supply and e-book a ticket from the e-mail itself. You’ll be able to let the customers flick through the offers and full the reserving with out redirecting them to the web site touchdown web page or cell app.
See how Reserving.com has applied this expertise in its promotional e-mail:
Reserving.com additionally lets recipients handle their subscriptions on this e-mail. That’s one other nice thought to include AMP in your emails.
By way of this e-mail from Nest, the subscriber can add the merchandise to their cart and take a look at with out ever going to their website:
In case your subscribers don’t execute the purchase, you need to use AMP to create an e-mail about their cart abandonment and assist them full the acquisition quicker.
(Word: Nest executes e-mail utilizing AMP-like performance however not by means of AMP supply coding.)
With the assistance of AMP expertise, firms can ship an e-mail simulating their cell app.
On this instance from Pinterest, the person can save the pin and consider the unique picture with out opening the app or web site:
One other superior utility of AMP in e-mail could be relationship apps like Tinder, Bumble, or OkCupid. Customers might swipe by means of the profiles within the e-mail itself, actually opening up new pace relationship alternatives.
Your e-newsletter could also be loaded with content material – an excessive amount of content material for the subscriber to wish to scroll all the way in which down.
In such circumstances, ship an AMP email with an accordion. Have a look at this instance from my firm, E mail Uplers. In addition to a slider, subscription kind, and call kind, we used an accordion to convey extra within the restricted area.
Invites, polls, and quizzes
Your subscribers can RSVP immediately in invitation emails with the assistance of AMP performance. The convenience ought to have interaction subscribers extra shortly to register for the occasion. Though this seems to be like a promising utility, many entrepreneurs nonetheless desire the great outdated approach of getting registrations by means of the landing page reasonably than the e-mail itself.
You can also invite your viewers to take part in polls and quizzes on social media. You will need to have expressed your opinion on a number of polls on social media platforms, proper? AMP has prolonged this performance to emails.
The identical method can be utilized to ship a quiz, as proven on this example:
If the subscriber reopens the e-mail, the up to date reply percentages seem.
If AMP isn’t activated within the subscriber’s inbox, they are often redirected to a touchdown web page, although they received’t search the dynamic outcomes breakdown.
Caveat: Solely use this performance for recipients accustomed to one of these expertise and perceive that it’s reliable content material.
Calculators and monitoring
AMP permits the inclusion of calculators in emails. Banking and finance trade entrepreneurs, for instance, can embrace month-to-month earnings (EMI) calculators. Recipients enter the mortgage quantity and period to see the EMI.
AMP additionally can be utilized to trace the standing of the recipient’s parcel.
A couple of tech issues
The e-mail tech particular person in your workforce definitely may also help with creating the right AMP e-mail. To ship out an AMP e-mail, you could:
Due to the coding intricacies concerned in AMP and its time-consuming execution, individuals are hesitant to make use of it of their enterprise. When you put money into the coding intricacies and time-consuming execution for AMP emails, ensure you have examined it for flawless rendering. Additionally, if most of your subscribers aren’t utilizing Gmail, it is best to have an appropriate fallback e-mail format.
Have you ever despatched AMP emails to your subscribers or are you planning to take action? Tell us within the feedback.
Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute
— Kevin George to contentmarketinginstitute.com