Have your email campaigns been falling flat lately? It may be time to AMP them up!
What Is AMP?
Accelerated Mobile Pages (AMP) is Google’s initiative to eliminate unnecessary scripts and codes (like Javascript) to speed up loading time for mobile pages. In other words, the mobile version of your website will load up to 4x faster. Quicker loading time = happy users.
To expand on the power of AMP even more, it can also build custom interactions, direct ads to landing pages, accept user input through AMP-based forms, build carousels, and bring your brand to life via AMP Stories. Now, the world’s most popular form of communication has been added to the mix - email.
Why Email?
According to Statistica, the number of email users around the world will hit 4.6 billion by 2025. In the United States, approximately 92% of online users prefer email as a form of communication. That is higher than social media, which is preferred at only 83%.
Studies have also shown that 72% of people would rather get promotional content through their email instead of on social media (17%).
Over the years, email campaigns have remained largely unchanged. They typically contain static content and are built in HTML with a link to an interactive landing page. However, AMP changes everything.
What Are the Benefits of AMP?
The goal behind AMP email campaigns is to make the messages more engaging, relevant to the user, and actionable. You will be able to do the following:
Design interactive components (carousel, forms, lists, etc…)
Present updated & interactive content
Create experiences that are engaging and actionable
Add location-based or live content
Implement cool animations
In other words, users can complete certain tasks within the email itself without leaving to visit a landing page. Some of the things recipients can do through AMP emails include:
Submitting an RSVP to an event
Filling out a form
Scheduling an appointment
Browsing interactive catalogs
Swiping through listings
Saving content for later
Over 70% of Americans use their smartphones to check emails. Cutting out the extra landing page step is a great way to secure more sales.
What Industries Benefit from AMP?
While AMP may not be for everyone, certain industries will see fantastic benefits from utilizing its menu of services. Here are a few:
E-commerce
Drive sales up and produce a higher ROI by allowing subscribers to buy directly from the email instead of visiting a separate landing page.
Event Planning
Secure a higher turnout by allowing recipients to RSVP inside the email.
Finance
Reduce client stress levels by allowing them to check on the status of a loan without logging into the website.
Food & Travel
Boost business and streamline the user experience by allowing customers to make table reservations, check current pricing, and even book tickets through the actual email.
Shipping
Customers can check on the updated tracking status of a package easily.
Surveys
If you want to get a higher response rate for an email survey, AMP allows recipients to respond to the questions within the email.
Wrapping It Up: AMP for Email
AMP for email campaigns can be beneficial for both B2B and B2C companies. However, it may be best for brands with developers on their marketing team since it does require some HTML finesse.
For help creating dynamic email campaigns or developing a solid digital marketing strategy, get in touch with Clever Girl Copywriting today!
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