In 2019 Google released the AMP framework for email, which can be used to make emails more dynamic and interactive in Gmail (on Outlook, Yahoo Mail and Mail.Ru). E-mail messages that can stay up to date with the latest information and allow interaction directly in the content of the message itself.
The announcement comes through a blog post by Aakash Sahney, which shows how the entire network has changed over the last ten years.
Everything, except emails.
Google upset the emails, not very interactive, turning them into a light version of a web page. AMP for email allows you to perform actions directly from the message itself, such as: confirming participation in an event, completing a questionnaire, browsing a catalog or responding to a comment.
A new type of content
Here are some of the dynamic content elements that you can use with AMP for email
- amp-selector, is a multi-selection widget to be used within a module
- allows users to create forms directly via e-mail that can be completed by users
- template type amp-mustache, a template markup to render the results of an amp-list call
A new kind of layout
AMP for email opens with elements such as a carousel for the media, lightboxes for images and text and accordions to show and hide different sections, here are some:
- amp-accordion
- amp-carousel
- amp-sidebar
Different media contents
Biggest enemy of every email campaign manager is bounce rate.
Media contributing to increase the load times than any other element but, thanks to AMP, you can use this two elements to guarantee efficiency and speed without compromising the design
• amp-img, a new AMP element that replaces the image
• amp-anim, allows you to incorporate GIF
Examples of AMP for email
AMP hasn’t been rolled out recently. However few businesses partnered with Google have the possibility, in 2018, to highlight what marketers can do with AMP for email.
Booking.com
Booking.com takes advantage of AMP’s dynamic content to deliver users a better experience in email, offering its users a room recommendation with an image. Unlike static email, which would force you to click through to the listing page to see the photos of this apartment, AMP for email allows the user to click the arrow on the edge of the image, to slide to the next pics.
Pinterest uses AMP for email to expand user possibilities. If you want to know more about an image, like a recipe pics, you can click on the upper right of the board. It will expand, in the email, to a bigger and more detailed pin.
So in conclusion, is it all good?
You will receive so many advantages. However, this new technology claims back something, as written by Jaina Mistry here on Litmus blog.
Here is a list of the most important issues
- poor support from ESPs, if your email service provider is unable to support the technology needed to create them, you may find yourself unable to
- reports and analisys, it is good to add to add to the list of actions that users can undertake but, at this moment, a basic monitoring implementation is more complex than usual
At the moment AMP works only on Gmail (it’s ok to keep the exclusivity for a while, it’s still its technology) but Google must share if it wants to grow with AMP and define a new era of e-mail.
AMP for Email looks like a step forward for email technology. However, with so many hurdles in the way, it may be a while until marketers can start sending AMP-powered interactive emails.
See you soon, thanks for reading.
