AMP: Accelerated Mobile Pages, also popularly known as interactive mailers, are the next big thing in the world of marketing over the popular internet channels. AMP mailers are becoming the forefront of interactive communications that have transformed simple, plain emails in to attractive engaging, dynamic experiences.
Since their inception, traditional emails have been a powerful medium for profitable marketing, but AMP mailers add another dimension to this with a layer of interactivity and user engagement that traditional emails can’t match.
If you look at an old-style AMP Mailers vs. Traditional Emailers, you will notice it is quite static, and if you want to visit the website you have to click outside on a new tab. Which is quite old school and has led for many to believe that email is deal and its importance went out with the boomers.
However, in 2019, Google came out with the game-changing AMP mailers that allowed the users to take actions directly from the email itself. AMP enables components like forms, carousels, accordions, and so much more from inside the email itself. AMP mailers result in higher conversion rates and have greatly improved user experience.
What are AMP mailers?
It goes like a traditional mailer but is interactive. AMP mailers are akin to having a “web-like” experience but within the inbox. Some even say it is the best thing that has happened to emails in a long time. Now the consumer can get in touch with the CTA buttons and perform all other actions from within an AMP email easily.
Related Blog: AMP mailers : The Next Generation Email choice
AMP is a framework created by Google to help marketers send interactive emails without having to move out of the inbox. This type of simple interactivity includes filling up forms, making and completing purchases, booking meetings and appointments from the inbox. Thanks to AMP, websites now load 4x faster as it removes unnecessary codes and scripts.
Why is AMP a big thing and going to get bigger?
As of now, there are billions of Accelerated Mobile Pages in use across the web, with millions of domains adopting the modern mailer. As per reports, 31 million domains are serving over 6 billion AMP pages, and this number is just growing. When Google first launched AMP in 2015, the aim was to increase the mobile web speed. This effort quickly gained traction, and today AMP is an integral part of industries that rely on content for marketing, such as news, e-commerce, travel, and entertainment.
Today the modern AMP mailer does more than just speed up the mobile experience; it can build carousels in mobile results, AMP based forms that can accept user input, build custom interactions, direct ads to AMP landing pages, and bring the brand’s story to life using AMP features, and all this with AMP’s signature high speed.
AMP is also widely used by platforms like Twitter, LinkedIn, Pinterest, and Google Search for mobile optimization, and it has boosted the popularity of AMP mailers further.
Millions of people still use email for shopping, and email still remains about 40x more effective for acquiring new customers than other social media channels. Therefore, it makes sense to make the email experience the best that can be. Traditional mailers use HTML pages which only have static content, and if they want to be interactive, a link needs to be added.
Benefits of AMP mailers that make it the future of email marketing
Interactive mailers allow the marketers to convey messages in an attractive manner and encourage user actions. Traditional mailers are very limited in terms of interactivity. AMP mailers streamline user experience, and increase engagement as it reduces the number of steps needed by the user for actions. This also has a great impact on boosting conversion rates and customer satisfaction. Let’s look at some of the standout features of AMP mailers that make it a winner in email marketing:
- Dynamic content
The client wants to see the latest information and not something that is even five minutes old. Traditional mailers were tough to update, whereas AMP mailers have the useful feature of enabling the email to be automatically updated and in real time including journey updates, event schedules, product availability, and more.
This means that the subscriber gets critical, sensitive, and always fresh information and live updates continuously. This crisp and targeted approach for email marketing optimizes the email marketing campaigns.
- Web like direct engagement within the email
Unlike traditional mailers, when the users need to click through a sperate website, AMP mailers enable rich website-like functionalities right in the inbox. Actions like RSVPing to an event, submitting feedback, or even purchasing an item—directly within the message.
The users want to explore more because of this ease. The modern mailers using AMP features create a smooth and frictionless experience for every customer and promote engagement and conversions, turning browsers into customers.
- Craft better marketing strategies with real time analytics and customer insights
Analytics are crucial for making the marketing campaigns successful. AMP technology gives much better, accurate, and deeper insights into user behavior within email as compared to the static traditional mailers. By tracking the engagement on interactions, clicks, swipes, live surveys, and form submissions, your business will know what is most engaging with the audience. It is kind of a constant feedback look that helps you tailor content optimization, based on user preferences.
- Enhanced visual appeal and functionality with added security
The interactive mailers include components that make it dynamic and user-friendly unlike the traditional mailers that are limited to static images, texts, links etc. And all this comes with the added security of robust privacy and security practices.
AMPs blocks the third party, but at the same time enable your brands to stand out in the inbox. Your customers will feel safer when browsing through your products and services.
- Direct impact on increased sales
The core object of any marketing campaign is to nurture the leads and increase ROI. AMP, with its features such as interactive new collections, and check out options helps the customer complete the order from the email itself by just clicking on the “buy now” button. Hassel-free transactions lead to increased sales and customer loyalty. It opens a world of exciting new possibilities for marketers.
AMP mailers are a definite upgrade over the traditional emailers and have shifted the way brands interact with the audiences. The boring static emails are now interactive and dynamic, making the user experience richer and long lasting.
As the popularity of email marketing grows, interactive mailers are poised to set new standards and are well positioned to become the next big thing in email marketing. By embracing the unique features of this technology, you can make sure that your email campaign stands out and gives enhanced results in today’s digital landscape.
Read Also: The 5 Game Changing Hacks in AMP Email Engagement for Ecommerce industry
Written By – Amit Bhateja
Amit Bhateja is the co-founder of enrcloud and helping brands and Unicorns from the last 15+ years and overachieve their Engagement and Retention goals. He is passionate about solving customer problems with modern technology, new age solutions, and consultancy approach. Besides Building ENR, He enjoys reading books, spending time with his family and Teammates, traveling, meeting new people, learning new things, and love to close the business deals.
