As you may already know, Google announced AMP technology would get introduced into email service giant Gmail (33% of all email users in the world are Gmail users!); ultimately, this is intended to give subscribers the ability to interact with email content without the necessity to leave Gmail.
This means that Gmail users will interact with new email experiences, such as filling out questionnaires or schedule meetings, all within the Gmail platform.
To love, or not to love
Of course, this is a game changer in email marketing and intended landing page campaigns. And basically, as of right now marketers are divided in 2 groups: those who love AMP, and those who don’t.
While AMP enabled Gmail means more interactivity, the downside comes within the coding. Basically, AMP for Gmail changes the developers’ foundation used for interactive email building; yes, AMP supports interactivity within email, but its use is specific to Gmail.
However, other email clients are supported by other HTML / CSS tactics — so, now developers are required to build all email content to meet this new Gmail-AMP requirement… and yes, that means loads of work.
And other new needs may arrive
Set aside, new needs don’t necessarily end here; it’s quite possible that Apple or other inbox companies start requiring special coding too, ain’t it? With that set in mind, if you weigh requirements VS virtues, as of today AMP is on the loose, at least in the email marketing scenario.
Potentially, this new functionality will also require marketers to add another step in the newsletter testing process to ensure Gmail driven communications are working, based on its unique coding need.
Even if all this seems sort of complicated, AMP for Gmail presents (through a set of different challenges) lots of opportunities to help marketers generate more revenue through email marketing and other technologies such as AMP landing pages,
We ain’t going to lie to you: this sort of scares us, but at the same time we feel just so motivated. In Moõse and the VIKO Group we are seeking to learn each day a little bit more, with the motto of using our clients and consumers’ marketing budget in a more efficiently fashion.
