Is Google AMP Worth It for Your Email Marketing?

The world is fast-paced. Due to busy schedules, people are requesting more and less patient. The perfect example of it is mobile page load times. Approximately, more than half of people will leave a page in the event that it requires over three seconds to load. In consequence of the instant gratification attitude, Accelerated Mobile Pages (AMP) was introduced by Google back in 2015 which offer comparatively faster load times as compared to standard HTML5 documents and an additional edge is that the data usage is less. These are essentially the stripped-down HTML copies of existing webpage content and you can easily recognize the AMP due to the lightning bolt icon next to the domain name. Websites can serve AMP pages by implementing the rel=amphtml tag into their HTML. Since 2016, more than 1.5 billion AMP pages have been published.

The underlying accomplishment of AMP brought about an update that empowers quick loading and allows for intuitively interactive email options that emulate mail-empowered microsites thus allowing your subscribers with this innovative technology to interact with an email without the need to visit the website or landing page. AMP emails not only allow you to fill out a form, answer a survey but also check out to complete a product/service purchase via the email itself. AMP email does not just add to a superior subscriber experience, but it is known to also bring more conversions and quicker business developmental transformation. Although it involves some technical programming, the most fruitful results occur in cases where most of the email subscribers are under the Gmail umbrella. Being a tech-sensitive innovation, you need to be slow and take a phased roll-out to reap the benefits of AMP in email. A smart approach is to fragment the subscribers into different segments and then send them to Gmail recipients at the beginning.

Google not only favors AMP articles but also prioritizes their positioning on Search Engine Result’s Page (SERPs). You can think of them as the paid ads, that too without the need of spending any money on keywords. Just like with recent changes to the Gmail promotions tab, AMP gives Google even more control over what digital marketers must do to be successful in their campaigns. Although there is a variety of newer communication channels available, despite the growing popularity of social media, email will continue to dominate the field. All over the world, there are more than 3.9 billion email users and it is expected to rise to 4.3 billion by 2022. It is said that around 269 billion emails are sent every day and this communication channel is said to be 40 times more effective at acquiring new customers as compared to Facebook or Twitter.

AMP for Email is a set of open standards created by Google for “dynamic emails, it is totally a game-changer in the email world by making it more engaging, relevant, and actionable which allows marketers to bring functionality that’s common on the web into their email designs. Now, let us delve into how technological innovation like AMP’s expertise can be utilized in your brand’s emails.

●     Bookings via clicking through emails

The subscribers are given the opportunity to check the particular availability via email and book a ticket directly without opening the website. You can save users from frustration by letting them scroll through the offers and complete the booking procedure without redirecting them to the website landing page or mobile app. An example of AMP implemented technology in promotional emails is Booking.com where the recipients get to manage their subscriptions as well via emails thus making it a great idea to incorporate AMP into your email.

●     Email enabled shopping

Via the promotional emails, AMP allows the subscriber to directly add the products to their cart and checkout without ever having to visit the website. For instance, if the buyer doesn’t check out and completes a purchase after adding the products to the cart, AMP plays its part again by helping you generate an email having the link to the cart checkout page to notify the subscribers about their cart abandonment and reminds them to complete the purchase faster.

The concept of mini apps within the emails

AMP technology makes it convenient for businesses to send an email that simulates their mobile app. For instance, without the need of opening the website or application, the user can save Pinterest’s pin and can view the original image with the help of AMP. Dating Apps can make a huge deal out of this AMP technology by using it for their email marketing which can speed up the process of speed dating by enabling the user to swipe through the profiles within the email.

●     A solution to the prolonged emails

In case the monthly newsletter is content-wise lengthy then it may lead the subscriber to ignore the content and scroll down to the very end of the email. In such cases, AMP comes to the rescue by allowing you to send an AMP email accompanied with a registration form, a slider, and a contact form in addition to an accordion which is used to convey more in a limited space.

●     Invitation to participate in polls, and quizzes on social media through emails

With the integration of AMP technology, the subscribers are able to directly reply to invitation emails. The simplicity of invitation email should lead the subscribers to sign up for the event faster. Although the AMP is a promising application, even today marketers still give priority to getting registrations in an old-fashioned way via the landing pages instead of the emails. With the help of the extended AMP functionality you can catch the eyes of your audience by inviting them to participate in polls, surveys, and quizzes on social media directly through emails. After the subscriber chooses his answer, on opening the email again he will get the updated response percentages, therefore, AMP keeps on updating the audience as well.

●     Integration of calculators for monitoring purposes

The calculator integration in emails is also enabled via the AMP innovation. Its integration is useful for marketers in the sector of banking and finance that allows the audience to use monthly income (EMI) calculators just by entering the loan amount and term to view the EMI. AMP also allows the subscribers to monitor the status of the recipient’s package.

Many brands are reluctant to use AMP as its programming is quite complicated and its execution is time-consuming. But once you invest in the intricacies of encoding and time-consuming execution along with the flawless rendering, it promises brand development on a consistent basis.