AMP for Email: Technology Features

AMP for Email is a relevant e-commerce technology. Using emails with interactive elements allows you to take a serious step in the fight for the attention of the target audience and increase conversions. In this article, we will talk about the features of AMP technology and its advantages. As well as how it affects the achievement of business goals.

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An AMP email is a message with dynamic interactive elements. It can be a slider, checkbox, image gallery or animation, a product card where you can select order parameters, etc.

AMP (accelerated mobile pages) technology has changed the way users interact with email. It has helped marketers move from static emails to interactive ones where users can fill out subscription or feedback forms, schedule meetings, register for webinars, leave ratings, share content in real time, and more.

AMP reduces the number of steps recipients need to take to reach their desired goal. 

Interactive technology drives conversions because it allows users to spend more time on the email. In the future, it is likely that dynamic emails will allow users to purchase products.

How AMP technology evolved

The open-source Accelerated Mobile Pages technology was invented by Google specialists in 2015 to speed up the loading of web pages.

It was later adapted for emails. The technology is free and open for use.

Experience has shown that its use has significantly influenced the development of email and CRM marketing. In 2018, the email layout testing service Litmus conducted a survey among marketers. A third of respondents who already knew what AMR was said that they would like to use this tool for mailings.

Why hasn't AMP gone mainstream yet?

Back in early 2019, Litmus called AMR an important trend in email marketing. Despite this, only a few email platforms (ESPs) and email clients have implemented the technology. This is due, in part, to the costs of supporting the technology itself and the complex layout. 

AMP mailings have not yet fully captured the email marketing market, as not every company's or agency's layout designer can develop such a letter.

At the same time, companies using the technology claim that the complex production of AMP emails fully pays for itself: their click rate is three times higher than the average click rate of conventional mass mailings.

Popular email clients with support for AMP newsletters

In 2019, Gmail became the first email service to support AMP. In addition to it, Yahoo! now supports AMP for email. There is a desktop version of Yahoo and AOL webmail, as well as Yahoo Mail apps for iOS and Android. Support for the AOL mobile app, according to the service team, should appear in the near future.

The main feature of AMP newsletters

A regular email is similar to a paper email: its content is static and cannot be changed after it is sent. The main feature of an AMP email is its ability to respond to the user's actions and transform to suit their interests.

The recipient can take a targeted action (book a table, leave a review, etc.) right in the email without leaving it. This interactive tool allows you to increase conversions, increase engagement, and increase revenue from your newsletters. 

Can users see interactive emails? 

AMP consists of a set of HTML tags supported by JavaScript. Unlike the regular HTML format, some HTML tags are replaced by equivalent AMP tags, and some are prohibited from use. The AMP JS library enables synchronous loading of page elements. The mini-pages themselves are in the Google cache. When browsing, a saved copy of the page is loaded from Google. It is loaded without going to the website.

For recipients using email clients that do not support AMP,   the email is displayed in standard HTML format. Therefore, in order for all recipients to see the correct email (regardless of which service they use), you need to prepare a backup version of the email — an HTML version and plaintext.

If the email arrives at an email service that does not support AMP technology, the user will see an HTML version.

The advantages of interactive technologies in email marketing

1. Strengthening loyalty. This is an effective way to show customers that you truly care about them, saving them unnecessary actions. And sincere care, as you know, is the cornerstone of strong long-term relationships. By sending an AMP email to the user, the business becomes more convenient, so it has the customer at its disposal for the order. He does not need to go to the site again. This saves time, simplifies interaction with the brand, which always has a positive effect on the user experience.

2. Increasing virality. The more innovative and revolutionary the newsletters, the higher the likelihood that they will be shared more often. Which means, the more often the company will be talked about. 
3. Increasing interest. By entertaining users, the company increases the audience's interaction time with the brand. Interaction with interactive elements contributes to the formation of emotional attachment to the brand, attracts to study the content component of the letter, stimulates interest in taking a targeted action, and increases clickthrough rate. 

Companies that actively use direct email communications with their audience are pleased with the effect of AMP emails. For example, popular fintech brand Razorpay received 257% more survey responses after implementing AMP emails compared to traditional NPS collection methods. This helped increase the number of potential customers for Razorpay Capital by 87%.

Serious miscalculations in developing an e-marketing strategy can significantly affect the achievement of business goals. You will learn how to avoid them by reading our article12 email marketing mistakes.

Conclusion

AMP-letter technology allows you to create mailings that bring in money. In the conditions of total gadgetization and the transition of business to the mobile version, the advantages of using interactive letters are obvious. Many successful companies are actively implementing this marketing tool, setting a budget for the use of this type of email communications.

AMR emails essentially have some of the functions of a web resource and serve to increase usability and engage your subscribers. 

At the same time, AMR technology is just one of the marketing tools. The most important thing remains goodwebsite, placed on a reliablehostingIn order for a web resource to help achieve its business goals, it is necessary to choose a successfuldomainand buySSL certificateThese services, as well as registrationtrademarkcan be ordered atNIC.UA.