The 5 Game Changing Hacks in AMP Email Engagement for Ecommerce industry

Email marketing has been the most important battle weapon for Marketers to engage and build loyalties with customers. With AMP Email now coming into the picture, things have really taken strides towards in mail innovations. Different geographies have different performances as per the behavioral trends on email. For instance, US, UK markets are very specific about the email choices and customer sentiments on privacy, whereas the Indian markets stand little relaxed on these. 

Using Amp Email Ecommerce Brands boost Conversion 

However, this at times also increases the inbox volume of the customer, resulting in a situation where he has to ignore a lot of mails, most of which not even opened. This is why we see lower open rates for emails at times and extremely low click rates to follow.

The challenge of getting decent click based business is getting heated up day by day, as the business investments are hard to fund. This has been the pain point for many marketers, especially dealing with email marketing. Fortunately, this story is well recognized by the tech world to take a note and create a formidable answer to this challenge.

We are hereby discussing the AMP email technology, which has been the hot talk around the globe for a good 2 to 3 years. It has been slowly but steadily picking up pace in the space of its own. However, a mad rush and incomplete strategy for email marketing this adoption is fairly inadvisable, until you know your audiences and business well. 

But once you are stabilized in your AMP email strategy, then there is a sea of opportunities to increase your use cases on engagement, advocacy and retention activities.

In our earlier blogs we discussed how AMP Email  works with different advantages. Here, we put up some top smart AMP email hacks that can help a marketer to gain customer attention and traction on business.

Use cases of AMP Email for Ecommerce Industry

Predominantly these hacks will enhance your below listed business use case related engagements; 

• 1st party Data enrichment

• Lead qualification

• Customer Journey Engagement (Needy-Explorer-Evaluator-Buyer-Advocate)

• Offline appointments 

• Customer feedback

Now let’s  discuss what kind of AMP email innovations can lead to an engrossing communication between you and your customers.

1st Party data enrichment:

The more you understand the customer , the better you communicate, and what’s better than getting this info straight from the customer himself. Getting such data otherwise is effort heavy and cost heavy as well. Using AMP email forms with multi selector, radio buttons, drop downs & fields helps you to capture relevant data.

However you need to avoid overtasking at any instant to avoid the flow break. Make sure you put these elements in the second half of your templates, whereas the first half will be your context for asking the data. The data can be connected with your marketing tools or CRM tools.

The data can also be syntactically verified to give a further layer of gentility. This activity can help you to ascertain your customers CLTV along with behavior  parameters through other sources as well.

Lead Qualifications:

A good chunk of sales efforts go for qualifying leads with interest. The traditional way is to connect on Website activity, phone calls, offline meetings etc. To understand what exactly a customer fits into. This of course is a time and money consuming activity. With normal html emails this can be done by running a chain of campaigns to get step by step info on lead interest and its subsequent stage. 

AMP Email can solve this challenge in just one single communication, by using a multi-STEP validator page as an element in your mails. This not only captures data, but at the same time also sorts lead categorization in relevant cohorts, and thus speeds up the sales cycle movement.

Customer Journey Engagement (Needy-Explorer-Evaluator-Buyer-Advocate):

Here we come to the most important and sought after use case for any ecommerce player. The principle is straight, “ Do not elongate the sales cycle timeline, earlier the milestones  higher the probability for a conversion”. 

We all know that every customer lifecycle includes a buyer lifecycle as well, which starts from exploration as per the need. This stage is very tender and as a brand you need to be pristine in your approach to project your products as the correct answers to their needs.

AMP Email can play a crucial role here, by showcasing product carousels with multiple categories. It can also use accordions to store a lot of content in a small space of the email body. 

An innovative way could also be applied like a cost calculator to further augment your offerings and its effectiveness for big ticket products..

The overall design can be also applied like insta themes, with help of carousals, that can give a browse comfort for customers to explore and evaluate products with catalogues.

Critical events like Add to Cart, Add to Wishlist , Checkout can well be incorporated in your email body, which helps in making the customer move to the payment ready stage. This process also refers to email inbox commerce. 

Another area of opportunity is to make the buying or post buying stage smoother for customers, by giving them easy access to product/account related info (Eg: Tickets, QR code etc). These can be very well supported in AMP mailers.

Appointment Scheduler:

A shot in the arm to make a customer move to business commitment stage is to fix an appointment. A physical / phone call/website  has been the only dependable way of getting these books. 

But not any more, as the AMP mailer provides the framework to include calendar like booking mechanism to take date and time inputs with validations. Brands can leverage this functionality to cut down on delays and end moment cancellations thus to reduce overall cost. Of course not to forget the innovative customer experience that it delivers.

Feedback and Advocacy:

Customer Advocacy is the last but the utmost important stage for business to grow and expand its good works. This can only be achieved with top of the class post sales service and an equally important feedback mechanism to ensure the same. Thus sensing NPS mailers have been a frontrunner for brands to know their customer pulse all these years. However, the obstacle of mail to web movement is a thorn at times get meaningful feedbacks from the customers.

This can be tackled with AMP mailers by using emoji or radio button or star based feedback and NPS widget in the body. This can also be supplemented with free text field to enter any descriptive feedback.

Conclusion:

So here you have an open opportunity to discover and explore AMP mailer as your baton to give the thrust to your growing business. However, said easier than applied, you need to pick your AMP Email platform strategy after a well-researched homework. 

It has its own debatable concern in activations, approvals, reachability (one of the key concerns for non Gmail & yahoo clients) and Of Course the tech resource deployment. 

However, it’s not enough to stop your appetite to deliver that extraordinary impact in your customer engagement communications. So next time when you think of AMP Email strategy on your think board, do give a remembrance to this blog and the 5 hacks!!

Till then, Happy In boxing!

Read Also: AMP mailers : The Next Generation Email choice

Written By – Raushan Raj