Email marketing has traditionally consisted of static messages with text, images, and links. However, Google’s introduction of accelerated mobile pages (AMP) for email has brought interactivity and dynamic features to the email channel. AMP for email allows marketers to create engaging campaigns with forms, shopping carts, and live feeds embedded within the email itself. This means that recipients can take actions such as providing ratings, booking appointments, and browsing product catalogs without leaving their inbox. This improved user experience leads to higher customer loyalty, retention rates, and conversions.
Implementing AMP for email requires authentication mechanisms such as SPF, DKIM, and DMARC. Building an AMP email involves selecting the appropriate AMP components based on your use case and registering your “from” email address with Google. The approval process includes submitting a production-ready AMP email for review and verification.
AMP for email opens up a wide range of disruptive use cases, such as product search and discovery, product catalog display, lead generation, gamification, and interactive chatbots. Additionally, AMP for email can be used to implement inbox commerce, which shortens the email conversion funnel and allows users to perform various actions within the email itself.
Implementing AMP for email provides a first-mover advantage and helps differentiate your brand. While AMP is supported by Gmail, Yahoo! Mail, FairEmail, and Mail.ru, Apple does not support AMP, meaning AMP emails will only be displayed in the Gmail app on Apple devices.
In conclusion, AMP for email revolutionizes email marketing by enabling dynamic and interactive emails that provide a frictionless user experience. By implementing AMP for email, brands can engage customers at every stage of the shopper lifecycle and achieve higher conversions and customer loyalty.