The claim that email marketing is obsolete resurfaces occasionally. Yet, with projections of generating $37.5 billion by 2032, 4.48 billion global users, and an impressive ROI of $36 for every $1 invested, email marketing is evidently thriving.
Enter AMP email—potentially the next breakthrough in email marketing. AMP, or accelerated mobile pages, offers users a dynamic email experience with interactive elements like CTAs and redirects, encouraging immediate action within the email itself, thus driving significant engagement.
What is AMP Email?
Launched by Google in 2019, AMP email allows marketers to send interactive emails. This open-source library lets users complete tasks like filling out forms, booking appointments, and making purchases directly within the email.
Antony Malone, Senior Product Owner at Booking.com, describes it as "the biggest thing happening to email since its creation." Vineetha from Foundit.com states that incorporating interactive elements resulted in a 400% increase in conversions.
AMP HTML, a subset of this framework, enables dynamic user interaction. With custom AMP components, this alternative HTML framework ensures reliable page performance.
Why is AMP Email Necessary?
With over 345 billion emails sent daily, creating external landing pages for customer interaction is inefficient. Instead, integrating forms, carousels, and surveys directly into emails allows for immediate customer feedback and engagement.
How to Use AMP for Email
To use AMP for email in Gmail, follow these steps:
Construct Emails with AMP Components: Follow AMP developer documentation, carefully handling authentication requests.
Test for Look and Feel: Ensure your emails appear as intended.
Register with Google: Before sending dynamic emails, register with Google.
How to Create AMP Email
Step 1: Authenticate Sender’s Address
Ensure AMP emails follow DMARC, SPF, and DKIM security protocols to verify sender legitimacy.
Step 2: Registering with Email Clients
Whitelist your domain with email clients like Gmail, Mail.ru, and Yahoo Mail to send AMP emails.
Step 3: Building the AMP Email
Since major ESPs don’t support AMP, coding is necessary. Use AMP-enabled components to add interactivity:
Media Components: Add images and gifs.
Dynamic Components: Use attributes like Amp-form, Amp-bind, Amp-selector, Amp-state, and Amp-list for dynamic elements.
AMP Layout Components: Include accordions, carousels, and layouts.
Step 4: Debugging and Previewing AMP Emails
Debug to identify rendering issues and preview emails to ensure they appear correctly in recipients' inboxes.
Step 5: Testing
Use Gmail’s AMP playground to draft, preview, and send test AMP emails. Whitelist an email address in Gmail’s developer settings for testing.
Step 6: Validating and Sending
AMP emails rely on the AMP JS library. Validate emails to ensure they meet user experience standards. Add a new MIME part to the MIME tree to send AMP emails. If the recipient’s email client supports AMP, the AMP version will display; otherwise, HTML or plain text will be shown.
Benefits of AMP Email Marketing
Enhanced Capabilities: AMP components create dynamic, interactive emails, allowing users to interact with content quickly.
Security: AMP emails restrict third-party features, enhancing security and protecting user privacy.
Scalability: Easily incorporate AMP by adding a new MIME part alongside text/plain or text/html sections.
Personalization: Users can act directly from emails, managing subscriptions and responding to surveys.
Interactive Experience: Features like carousels and forms improve user interaction within the inbox.
Improved Services: Ideal for promotional and subscriber emails, offering smarter engagement and improved customer satisfaction.
Bonus: Frequency of Interactive Elements in AMP Email Campaigns
AMP emails can significantly boost revenue. However, use them judiciously. Consider if interactive elements benefit users and enhance the email’s purpose. Balance innovation with the principles that drive your email strategy—high-quality, personalized content is paramount.
AMP emails have the potential to become a standard in email marketing, drawing keen interest from the entire community. If unsure, tools like Mailmodo, Stripo, and AMP.dev can assist in optimizing your email marketing efforts.
#ampemails #emailmarketing