Skip to main content

How AMP technology can upgrade your email campaigns

Accelerated mobile page (AMP) technology is what going to revolutionize bulk email marketing as we know it today.

It enables to add dynamic content to previously static flat email pages, and lets recipients react to it right in the message. To view extra photos or scroll through price offers, customers no longer need to download the site page, open a new tab or click on the link – now they can do it without leaving the email body. Supported by Gmail and Mail.ru and adapted by major online platforms, it will soon extend to other email clients and brands.

How it works

AMP technology is a series of HTML tags backed up by CSS and JS. It aims to speed up the mobile web and optimize page performance, creating new ways for more versatile customer engagement. To send AMP-powered bulk email campaigns, you have to undergo registration at Google as a dynamic content sender and make sure your email automation service provider supports this technology. As for today, the following companies have announced AMP support:

  • eSputnik
  • Stripo
  • Litmus
  • Amazon SES and Amazon Pinpoint
  • SparkPost
  • Twilio Sendgrid

This list will definitely grow, as gearing emails with app functionality is a great opportunity to increase the ROI of your email marketing campaigns.

Benefits of AMP technology

  • Interactive elements increase the recipients’ engagement and as a result the time spent on the emails. The more time a subscriber spends on the email, the more chances they would respond to the offeror make any other active action.
  • Email recipients can directly interact with the content without the necessity to download separate pages. It saves time and makes the shopping experience easier and more satisfactory. And satisfied buyers are more likely to turn into repeat customers.
  • Easy to use, AMP-powered messages improve usability which again leads to bigger responsiveness and engagement.
  • AMP messages do not involve third parties, and the conversation goes only between a sender and a recipient.

Where to apply AMP technology

1. Online shopping

Though a regular flat email can also contain interactive elements like carousels, countdown timers or rollovers, customers should still land on a webpage to browse a catalog or check current product availability. An AMP-powered campaign allows a complete checkout process directly in the email. You can decide upon size/color/material and complete the order without leaving the email. The same approach can be integrated with cart abandonment campaigns allowing people to revise their abandoned carts and make necessary changes if needed.

2. Booking

AMP email can benefit travel industry brands by enabling people to check available tickets, rooms, car trips, or tables at your favorite restaurant. Apart from simply seeing how many offers are left, you can also choose a seat number or specify a location. For example, you might state you would prefer a back row buying a movie ticket or a window seat when reserving a flight.

3. Delivery

Companies providing delivery services can send AMP emails that will allow real-time tracking of the courier with their order rather than just notify the status change.

4. Event invitations

Backed up by AMP technology, invitation emails now can let recipients RSVP to an event and make the necessary comments, for example, confirm participation in a webinar or choose the time for a skype call.

5. Surveys and polls

AMP technology can generate benign conditions for expanding survey emails, making it easy to participate in polls and fill out questionnaires. It also makes possible leaving feedback or review in the real-time, seeing all updates on the existing comments.

6. Financial sector

Adopting AMP emails can also be transformative for the financial industry. An online calculator form built within the email will help clarify the loan details, perform an estate appraisal or make other basic calculations straight in the email.

7. Subscription

With the help of AMP technology, you can manage your subscription in a more convenient way. Now you can not only subscribe to newsletters but also choose the time and frequency of these messages.

How to start sending AMP emails

Before you dive into the creation of AMP campaigns, make sure both email agent of the recipient and your ESP support the AMP technology. The next step is to contact Google as a dynamic content sender and ask them to add your email address to the whitelist. Here is how to do it:

To register with Google, create two similar emails: HTML email and an email with an AMP part

how to use amp in emails

HTML – email

AMP HTML – email

  1. Add dynamic content and make sure AMP elements get validated.
  2. Test whether the AMP campaign has the appropriate appearance and behavior.
  3. Verify your sender domain with SPF, DKIM, and DMARC.
  4. Send both emails from your corporate email address to ampforemail.whitelisting@gmail.com.
  5. Fill in the Sender Registration Form.
  6. Wait till Google sends you an email notifying that you have been approved for sending AMP email to Gmail accounts.

Keep in mind that your authorization may take several days after which you will be able to send AMP-powered emails.

Though the technology of accelerated mobile pages is still under development, its potential is great. Billions of emails are sent on a daily basis, and almost 70% of them are read on mobile devices. This means that a bigger part of the interaction between the brand and its customers happens via emails and SMS campaigns.

AMP technology, when smartly integrated into the overall marketing strategy, will definitely make this interaction more beneficial for each party. Customers will get more convenient and satisfying interaction experience, and companies will be able to grow email responsiveness and encourage more active actions.

Zhanna Tarakanova is PR Manager at eSputnik.

The post How AMP technology can upgrade your email campaigns appeared first on Search Engine Watch.



from Search Engine Watch https://ift.tt/30qIZTJ
Labels:

Comments

Post a Comment

Popular posts from this blog

Five great tools to improve PPC ads

Every digital marketer wants to reach the top position on the search engine results. However, if you’ve recently launched a new website or your niche is saturated, starting with paid search ads sounds like a good idea. Strategically created PPC campaigns can drive leads, sales or sign-ups to your websites. You know what? In fact, businesses earn an  average of $8 for every dollar  they spend on Google Ads. Optimizing PPC campaigns is not easy, but it’s very powerful if you do it properly. Just like SEO, it is essential to conduct extensive keyword research, optimize ad copy, and design high-converting landing pages. Fortunately, there are a lot of effective PPC tools that will help you analyze your competitors’ PPC strategies, figure out tricks in their campaigns, and improve your PPC campaigns. If you are ready to take an evolutionary leap in your PPC advertising, take a look at my list of five amazing tools to save you time, give you crucial insights, and raise money fo...
1 comment
Read more

Creating SEO-friendly how-to content

People are constantly craving useful information. Once you show them that you have a lot more to share through something like “how-to” content pages, you will be rewarded by sharing it with others and establish your company’s credibility. Creating SEO-friendly how-to content is a good way to catch your audience’s attention, fuel SEO, foster deeper levels of engagement, and take on the  customer journey  from brand awareness to sales. To understand how important how-to content is to your overall content creation game, let’s take a look at some interesting stats: According to  Think With Google , “how-to” videos get the most attention of any content type on YouTube, even more than video games and music clips. Google has reported that “how-to” searches have increased  by more than 140%  over the last 13 years.  The graphs from  LawRank   reveal more and more how-to searches on Google and YouTube. So, how-to blog posts and articles become some...
Post a Comment
Read more

Faceted navigation in ecommerce: How it helps customers and SEO

The ecommerce market is highly competitive, with thousands of small players striving to keep up with the giants like Amazon and eBay. Still, for both leaders and followers, the web store UX stays the factor that defines who wins customers’ hearts (and purses) and who is to leave the stage. UX stays a top priority in ecommerce as the majority of shoppers prefer convenience to a nifty look. According to Shopify, 80 percent of users admit that a poor search experience can make them leave a web store. So, a thought-out catalog navigation system is one of the crucial factors of a web store’s success. Why faceted navigation? Faceted search is probably the most convenient search system to date. It relies on sets of terms structured by relation (aka facets). Users mix and match options (price, color, fabric, brand, and more) to progressively narrow down the search results list until they get a short selection of relevant picks.  Apart from being convenient, the faceted search system...
Post a Comment
Read more