The voracious adoption of smartphones, tablets and other connected devices has changed the way people interact with brands. These devices have become new entry points to engage with consumers, resulting in what is known as digital interaction or virtual commerce that happens primarily through devices rather than physical contact.
Tapping into this shift in consumer behavior and its implications for marketers, AMP Emails have emerged as an important medium for brands to connect with their customers and drive engagement. It allows marketers to add dynamic content such as videos, images, maps and buttons within standard email messages.
These interactive emails are commonly known as ‘native’ or ‘self-viewing’ emails, which means they look and function like regular emails instead of appearing like links that take users to another website when opened.
Read on to know more about why you should leverage Interactive Emails with AMP now!
What is AMP Email?
AMP stands for Accelerated Mobile Pages, which is an open-source project created by Google along other big tech companies to make the internet work better on mobile devices. It is a specification that creates “web pages that are highly compressed, rendering them very quickly, and with minimal data usage”.
The AMP format was created with the goal of improving the mobile internet experience. With AMP, users can expect their mobile pages to be significantly smaller, load much faster, and run with less data cost. It also allows content to be easily shared across various social platforms, thereby increasing its reach. The AMP format is supported by Google, Microsoft, Facebook, and Apple, making it a widely-adopted standard. In fact, if you take a look at the mobile version of any major website (for example, Facebook or Twitter), you’ll see that their pages are AMP-enabled.
AMP enables marketers to create highly interactive email campaigns that are viewable across multiple devices and platforms. And since AMP is supported by major email clients, it allows marketers to send interactive emails that can be viewed without requiring any special software or plug-ins.
Why is using AMP important?
In short, AMP-enabled emails are easier to view and share across multiple devices. Additionally, marketers can create rich-media emails with larger buttons and images, as well as include external links, forms, social media posts and more. While there are several advantages to using AMP, here are the key takeaways that make it a must-use format for marketers.
AMP main features
Easy to share
AMP emails are more likely to get shared across social media, thanks to the social buttons included as standard.
Easy to view
AMP emails render quickly and without any plug-ins
Better mobile experience
AMP emails render well on any device, making them a great choice for reaching your mobile audience.
Better performance
AMP emails load extremely fast and use less data, making them great for customers on any data plan
Better for the user
AMP emails look cleaner, have larger buttons and take up less screen space. This makes them easier to navigate and read.
Differences between AMP and HTML
While the two formats are used for creating interactive emails, there are some key differences between them.
Here are a few of them to keep in mind.
Speed
AMP emails render quickly, whereas HTML-formatted emails can take some time.
Devices
AMP emails work well on several devices, while HTML-formatted emails do not work on all the devices
Design
AMP emails are more standard and simpler, while HTML-formatted emails can be designed as per the requirements.
How can you use AMP in your email marketing campaigns?
Now, let’s take a look at how marketers can use AMP to create interactive email campaigns.
Interactive lead generation campaigns
An AMP email campaign can improve lead generation and retention by providing interactivity. It can boost engagement and interactivity to accomplish this.
Interactive calendars to enhance bookings and schedules
With Calendly and Zoom widgets integrated into native interactive calendars, users can book meetings directly from their emails. Product demos, webinars, conferences, customer support calls and appointments can now be booked with less hassle and no redirection to the event or calendar management website.
Recover potential sales with car abandonment emails
Businesses can boost their cart recovery rate by using interactive promotional email campaigns. By including a checkout button in the email rather than just sending photos of the new collection or better offers, AMP emails can be used.
Campaigns to awe your audience
An AMP-enabled email campaign helps you increase the number of people who open your emails by making them look more like app or website interfaces. Instead of sending text-heavy, image-light emails, you can now send visually appealing AMP emails that keep your recipients engaged as they read.
AMP-enabled emails are critical to modern email marketing campaigns. They render quickly, offer better performance and are compatible with all devices. These features make them a must-use format for marketers looking to create interactive email campaigns. At the end of the day, marketers looking to create interactive email campaigns should make the switch to AMP. They’re easier to share, easier to view and better for the user.
