Six years ago, Google introduced accelerated mobile pages (AMP) primarily to improve download speed of mobile sites and enhance the subscriber experience.
AMP's early success led to an update that made interactive emails quick to load and simulated small mailable web pages.
Using this technology, your subscribers can interact with the email without visiting the website or landing page. AMP emails make it possible for you to fill out forms, answer surveys or check to complete a purchase from the email itself.
AMP emails not only help create a better subscriber experience, but also lead to more conversions and faster business growth. It requires some coding work. It is most useful when most of your email subscribers are under the umbrella of Gmail.
While there are useful uses for AMP in email, others have to take it slowly and roll it out in phases. A technology that is sensitive to technique, you should segment your subscribers and send the recipient the Gmail address in the first place.
And one more note: You need an index other to measure success because AMP emails don't track click-through rates.
Now, let's see how you can use AMP technology in your brand's emails.
Your subscribers can check availability and book tickets from the email itself. You can allow users to browse deals and complete bookings without redirecting them to your website or mobile app landing page.
See how Booking.com has implemented this technology in its promotional email:
Booking.com also allows recipients to manage their subscriptions in this email. It's another great idea to incorporate AMP in your emails.
Through this email from Nest, subscribers can add products to their cart and pay without visiting their website:
If your subscribers aren't making a purchase, you can use AMP to generate email about their cart abandonment and help them complete their purchase faster.
(Note: Nest executes email using AMP-like functionality but not through AMP source encoding.)
With the help of AMP technology, companies can email mockups of their mobile apps.
In this example from Pinterest, a user can save a pin and view the original image without opening the app or website:
Another great use of AMP in email are dating apps like Tinder, Bumble or OkCupid. Users can flip through profiles within the email itself, literally opening up new speed dating opportunities.
Your newsletter can contain a lot of content – so much content that subscribers don't want to scroll all the way down.
In such cases, send Email AMP with an accordion . Take a look at this example from my company, Email Uplers. Besides the slider, subscription form, and contact form, we used the accordion to convey more in the limited space.
Invitations, polls and quizzes
Your subscribers can reply directly in the invitation email with the help of AMP functionality. Ease will attract event registrants more quickly. While this seems like a promising application, many marketers still prefer the good old way of getting subscriptions through Landing page instead of the email itself.
You can also invite your audience to participate in social media polls and quizzes. You must have expressed your opinion on some polls on social networking platforms, right? AMP has extended this functionality to email.
The same technique can be used to submit a test, as shown in this example:
If the subscriber reopens the email, the updated reply percentage will appear.
If AMP isn't activated in a subscriber's inbox, they may be redirected to a landing page, even though they won't be looking for a dynamic results breakdown.
Note: Use this function only for recipients who are familiar with this type of technology and understand that it is trusted content.
Calculator and tracking
AMP allows you to include a calculator in your email. For example, marketers in the finance and banking industries might include a monthly income (EMI) calculator. Recipient enters loan amount and term to view EMI.
AMP can also be used to track the status of a recipient's parcel.
The email technician on your team can certainly help create the perfect AMP email. To send an AMP email, you must:
Due to the complexity of coding involved with AMP and its time consuming execution, people are hesitant to use it in their business. If you invest in writing complex and time-consuming code for AMP emails, make sure you've tested it for perfect rendering. Also, if most of your subscribers don't use Gmail, it's a good idea to have a suitable fallback email format.
Have you sent AMP emails to your subscribers or are you planning to do so? Let us know in the comments section.
Cover photo by Joseph Kalinowski / Content Marketing Institute