Instead of sending simple emails, you can take advantage of the new features and components of AMP for Email Marketing. And in this way, you can create new CRM campaigns or corporate newsletters.
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What is AMP for Email Marketing Really?
The elements of the “Accelerated Mobile Pages” format, better known by the acronym AMP, is a technology created by Google in 2015. It facilitates improvements in the user experience on any device and allows the creation of interactive messages in email.
The tool enables a set of AMP components applied to the received message. This allows the user to navigate within the email itself and, thus, perform dynamic and personalized actions:
- Browse in a carousel format within the email.
- Locate and mark brand products or services in a shopping cart.
- Fill out forms or questionnaires in the email.
- Participate in contests or surveys from your inbox.
- Link your own email to calendars or agendas to keep track of important events or dates.
- Respond to comments or opinions in real time.
- View product data sheets and always have them within reach until you complete your purchase.
Thanks to these interactive AMP elements, a next-level experience is provided in emails with the potential to generate conversations between the user and the brand . This helps you develop more dynamic and intuitive email marketing argentina phone number data campaigns in real time that can increase your company’s engagement.
Differences between AMP and HTML in emails
Generally, companies tend to send what is the preheader and why is it so important for your email sendings? messages in plain HTML format. The user receives an email with a common pattern of elements: text, images, hyperlinks and gifs . In this case, the interaction is limited to clicking on predetermined links.
Unlike HTML-based email, AMP functions increase exit mobile phone numbers user interactivity through the use of embedded components, such as buttons, carousels, and other elements. This facilitates dynamic navigation that familiarizes the recipient with the content of the email and encourages interaction within the email itself.
Why is AMP important?
In 2018, Gmail Product Manager Aakash Sahney said of AMP that “ this new specification will be a powerful way for developers to create more engaging, interactive, and actionable email experiences .” For this reason, AMP transforms such user experiences as the main ally in the use of dynamic content and fostering multitasking interaction of your subscribers .
This element is an important step to minimize churn or loss of interest and achieve customer engagement with personalized AMP experiences for Email Marketing . Additionally, Google components simplify customer actions so that the message breaks down actions that address an immediate user need that is executed in real time .
On the other hand, with AMP for Email Marketing you can obtain interesting benefits for the brand:
- Instantly update email content for users.
- Amplify information to find specific data, messages and information of interest about your target audience.
- Use strategies and campaigns that stimulate conversations between the brand and the user without leaving the internal navigation of the email.
- Explore new AMP elements and components to incorporate personalized strategies for stakeholders in email marketing campaigns.
- Improve reach and increase user engagement.
- Facilitate the analysis and monitoring of subscribers to obtain a complete database on your target audience.
How to improve user experience with AMP for Email Marketing?
It’s a fact that online messaging is evolving through AMP for Email Marketing to create a closer view of content campaigns . And personalizing the user experience with quick and easy features gives way to more direct engagement with your company.
In addition, this tool offers key components for your marketing strategies. It will provide analysis and measurement of the user experience to continue innovating in campaigns that promote more interesting communication with your customers.
Incorporate animated elements
Google AMP is implementing an update to flexible animations and scrolling in navigation bars. This feature allows you to apply zoom or phase-in effects to start or stop animations as you scroll on the screen.
Animated images are the most commonly used to offer a more interactive format through animated banners and moving buttons that redirect to your company’s web portal. This way, customers get new, highlighted and updated information.
It is also possible to develop a display format that adapts to AMP technologies to access a design compatible with video playback. And support for ads or fluid ads to improve the responsive experience. In addition, it will display your content according to the user’s needs.
Includes questionnaires
One of the attributes of AMP for Email Marketing is the incorporation of questionnaires and forms. In this way, users interact with these functionalities to offer relevant data about your products or services from the body of the email. To create the forms you have to take into account the following:
- Use AMP codes and create a pre-built module in a template in the default AMP HTML version.
- Once you complete the pre-design, you will enter the questionnaire to modify colors and backgrounds in the response fields.
- You will need to connect the AMP components to your servers using data storage support.
This AMP platform runs multi-question surveys that are answered in real time. These responses are then sent to a private database .
Use gamification
Using gamification is one of the most attractive alternatives for digital marketing experts to offer featured newsletters with promotions or offers of their company’s services or products. To use them correctly in your AMP Email Marketing campaigns, you must always keep these three points in mind:
- The message must provide a special motivation to the user. This must provide an opportunity to obtain rewards and recognition.
- The content must show the different possibilities that the receiver has to carry out a task.
- Finally, a trigger target group must be established with a signal or reminder for the user to complete these functions.
By using gamification, you trigger user interaction to respond to something specific and thus achieve a reward , which can be a product or service from your brand. However, it is necessary to keep in mind that to achieve your goal, your reward has to be of great value to the user.
Includes image carousels
AMP incorporates various functionalities to apply new design components in the body of the email. You can apply an image carousel as a highlight to offer information about product catalogs, service sheets , tourist sites or airline flights , among others.
AMP components for the image carousel allow you to add slides, enable image previews , and set exact dimensions to enhance the user experience. This element provides more dynamism so that customers can get details and extra information about the products they are interested in.