This article initially appeared on Retail TouchPoints
Originally developed by Google in 2015, accelerated cell pages (AMP) is open supply know-how designed particularly to spice up how briskly pages load on smartphones and tablets.
Three years later, Google launched AMP for electronic mail, which permits senders to incorporate AMP parts to create interactive email experiences for recipients.
AMP for electronic mail has continued to enhance performance, offering electronic mail entrepreneurs with a slew of personalization and interactivity capabilities — including a great deal of options to the inbox. Rather than a bland static electronic mail, manufacturers can generate leads more simply and nurture chilly leads with interactive electronic mail conversations.
AMP for electronic mail permits entrepreneurs to ship surveys and collect data, too. Finally, electronic mail entrepreneurs can conduct abandoned cart campaigns or enhance gross sales with electronic mail buying carts and cost choices.
Who’s on board with AMP for electronic mail?
AMP for electronic mail is a brilliant strategy entrepreneurs can use to create dynamic, environment friendly person experiences and engagement. The servers obtain recent content material from distant endpoints to replace electronic mail contents up to date in actual time. It helps and permits a variety of interactive options inside promoting electronic mail campaigns and makes use of a markup that works with HTML and CSS.
In addition to Google’s Gmail, Mail.ru, AOL Mail and Yahoo Mail additionally help AMP. Salesforce additionally addressed help for constructing and sending AMP emails in 2021. The know-how eliminates (or vastly reduces) the necessity for recipients to click on away from their emails by means of to an internet site, and its makes use of are countless.
Some AMP for electronic mail options embody the power to:
- Build out carousels to incorporate auto-scrolling and sliders.
- Add animation to emails.
- Improve accessibility with refined options and added help for attribute selectors and pseudo-class help.
- Provide location-based or solely present, live content to supply probably the most up-to-date data.
AMP has the potential to revolutionize conventional electronic mail advertising and marketing by growing engagement and conversions. For instance, now prospects can take a survey straight from an electronic mail. They can reply to invites, browse and discover content material with out going to an internet site, zoom in on and evaluate merchandise, reply to feedback and a lot more.
An AMP for electronic mail use case
Here’s one state of affairs for an e-commerce web site: Someone will get an electronic mail promoting just a few shirts. They just like the model however they need to be taught more: do the shirts come in completely different colours? Do they’ve the appropriate dimension? Are they in inventory? Are they nonetheless on sale? An electronic mail utilizing AMP can present up-to-the-minute, correct data on stock and pricing. Because let’s face it — there’s nothing worse than discovering a very neat merchandise and navigating to the web site solely to find it’s out of inventory or now not on sale. It’s a missed alternative for the retailer, whose electronic mail may have stated, “We had this neat shirt but it’s out of stock — here are a few alternatives you might also like.”
Consumers respect partaking with electronic mail straight and never having to click on on a hyperlink. And AMP gives manufacturers the power to indicate gross sales in actual time, with portions updating as stock modifications. Even more useful is the power to go looking for particular merchandise by pricing or identify, browse a selected part of the web site and add an merchandise to the cart with out ever leaving the e-mail.
Putting AMP for electronic mail to work
Emails include a number of components. We began with the plain text email that advanced to the HTML emails used right now. But now now we have a 3rd half — a 3rd doc despatched in the e-mail: the AMP doc. It’s the realm the place entrepreneurs can embed types, have animated picture carousels and embody like buttons, social polls and quizzes.
This interactivity features a entire host of alternatives to higher interact with audiences. It may even shorten advertising and marketing and gross sales funnels by enabling customers to take motion throughout the electronic mail itself. No more going to a webpage and leaping by means of hoops earlier than changing. That’s the place the chance lies.
Regardless of trade —and whether or not they’re B2B or B2C —corporations utilizing AMP-powered emails stand out from the gang (and competitors). AMP elevates buyer experiences, making emails more highly effective, helpful and interesting. Sales groups can use AMP emails to generate and nurture more leads, due to its interactivity.
Marketers and types can collect buyer insights by creating NPS and CSAT questionnaires inside AMP for emails. This strategy requires fewer clicks and faucets, enabling prospects to shortly and simply ship suggestions throughout the electronic mail physique itself and thus offering more perception for the corporate.
Using native interactive calendars or integrations with widgets like Zoom and Calendy empowers purchasers and potential prospects to e-book conferences for product demos, register for webinars or conferences, request help calls or appointments with ease — proper from the e-mail.
Interactive promotional electronic mail campaigns performed through AMP emails may help e-commerce companies enhance their cart restoration charges by together with a checkout possibility in the e-mail physique. While prospects nonetheless can’t full a purchase order in the e-mail, the button to take a look at does scale back the space between consumers and cost gateways.
Brands using newsletters to connect with current and potential customers can add a bit spark with AMP for electronic mail. Interactive emails can embody animation, auto-scrolling or sliders to supply seamless studying experiences.
Brands trying for social proof and to encourage social media participation can use AMP for emails too, by together with a quiz or ballot straight in the e-mail that shows outcomes instantly. Or entrepreneurs can embody a button to depend likes, just like Facebook. These interactive CTAs not solely point out whether or not recipients have actively responded to electronic mail content material but additionally allow entrepreneurs to trace their more engaged readers. And readers can see what proportion of individuals voted the identical manner or in another way. It’s a enjoyable option to enhance the social component whereas constructing neighborhood proper in the e-mail.
AMP for electronic mail gives an untapped potential as the subsequent electronic mail normal. Its engagement and interactivity positively impacts electronic mail advertising and marketing campaigns and proves that electronic mail isn’t lifeless (or dying). Email stays a precious communication instrument for cultivating relationships, attracting new purchasers, constructing credibility and belief, boosting gross sales, delivering messages, selling items and companies, producing leads and far more. AMP for electronic mail helps manufacturers to realize these objectives.
Create individualized electronic mail experiences at scale
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