AMP Mailers: The Next Generation Email Choice

Every day we are seeing new innovations in the digital communications industry. Things have been pretty paced up when it comes to design optimization. 

This brings our focus towards a new term or you can say it as a new technology, “Accelerated Mobile Pages (AMP)”.

AMP Mailers: It is one of the key projected email drivers for the future, wherein the sender cuts down the mail to website redirection dropouts, which enhances the AMP Mailers ROI to the desired level.

Not only reducing the dropouts, but also it increases the time spent on email, ease of data enrichment, streamlined lead generation etc to name a few.

The traditional and conventional email is of the past and may no more be as fructifying as it was earlier.

What Exactly Propped up the Need for AMP Mailers

AMP Mailers: As on average every working individual receives around 30 mailers per day from various brands. If there is something which can attract the customer to open emails is the subject line. However the story does not end at open activity. The goal behind sending an email campaign is  getting the customer to click the CTA (call to action) link/button.

To get a click from a customer is quite a challenge in itself as there is a very short span of attention for reading and interacting with a promotional email. This results in lower click rates and subsequent lower conversions on the website as well.

Very low Click to website conversions rate is also a key challenge that impacts data enrichment process. Majority of customers abort the page if it doesn’t open instantly and takes more than 5 to 6 seconds to load. 

For the customer, they always think of a risk in opening a malicious link within the email, which can put them in scary situations.

Content Needs to be Interactive and Engaging

AMP Mailers: One answer to this challenge is creating highly personalised and engrossing content, which can make the customer click to know further information and get to the end of it.

This can somewhat solve the use cases, where data enrichment is not the key. Rather it is more about content consumption or a website visit.

A New Age Approach of Getting things done then and there Itself

AMP Mailers: The other answer is to get things done on the email itself. It could be a lead form fillup, it could be a spin wheel gamification, or it could be a feedback capture with ratings and many more. This unique functionality of making an email more fluid and interactive (to be precise ‘mobile’) is known as AMP technology.

This has brought a revolutionary impact on streamlining the email marketing process with the core business goal achievement. Currently, Gmail & Yahoo are the ones supporting this format of email across its customer base. It needs a specific framework of design which enables the mail to look like a web interface in itself.

So lets understand more about this term “AMP”

A normal email would need a simple html code which is devoid of any java scripts that makes email more dynamic in nature. It is due to restrictions of ESP’s that it becomes nearly impossible to send emails with javascripts that are not permissible. 

This is how Gmail and Yahoo started supporting an exclusive technology framework with the tag “Accelerated Mobile Pages”, which makes it possible to use JS like features in email. 

What are the Advantages and Disadvantages of AMP Mailers

Advantages of AMP Mailers

• It gives the freedom to use features like Carousel, Accordions, radio buttons etc, which enhances the email visual experience.
• It helps data enrichment capabilities to collect and store information fed by the recipient himself.
• It can help a brand capture its customers feedback and NPS score right on the mailer itself. This enhances the customer lifecycle management experience.
• It can help marketers plan an engaging gamification experience for their customers, which can result in a better content consumption and subsequent conversion. The examples could be Spin Wheel, Quiz master etc.
• It can deploy business related formulations like EMI calculator, Appointment fixture calendars, multiple option initiatives etc.

There are many other use cases which can be created and deployed with AMP technology.

Disadvantages of AMP Mailers

• They need expertise resources for html development, which could be cost impacting.
• They currently cater only to Gmail and Yahoo customers, which kind of limits the audience reachability in case of corporate email addresses.
• It takes around 15 to 20 days to activate AMP services for a brand to send out their first campaign. 
• Data management could be one of the challenges if you do not have an end API connectivity to store the same.

However, nowadays few platforms have an inbuilt function to store data in their customer data repository

Conclusion: AMP Mailers

AMP Mailers: We can comfortably say that AMP is the next generation email preference for both marketer and the customer for its more user friendly approach. There is still a long way to go, but we have started seeing the dawn of a new ‘Email Era’ taking over from its predecessor. 

So get in touch with your Email consultant today to know more about the same. We will cover the technical requirements and activation process in our next blog. Till then, happy reading!

Also Read- Know All About Omnichannel Marketing and its Benefits