Get AMPed: Why Marketers Should Embrace AMP in Email
As an industry, we’ve had some time to process since Google announced that they would be bringing AMP (Accelerated Mobile Pages) to Gmail. For some bloggers, this development is being treated as a harbinger of a digital apocalypse where night has become day and nothing means anything anymore. For others, it’s a power grab by a potentially nefarious tech giant. There are some that are cautiously optimistic, but skeptical of scalability. Then there are folks like me, who are pretty excited. Though we’re out there, seem to be largely keeping our opinions to ourselves.
Well no more. I love the potential of AMP in email as much as I love the idea of evolving the inbox experience. I think this is a great step forward for the industry and I don’t care who knows. Judge me for it if you must but hear me out. I’m not saying it’s going to be easy and I’m not saying that Google is solely motivated by a desire to enhance the user experience. What I want to focus on in this post is how much better this can make email for subscribers, and in turn, for marketers.
Before we dig in, let’s consider the digital audience at large. There is a broad range of sophistication and comfort with new technology, but as a whole, the consumer is becoming increasingly savvy. The digital world continues to expand, forcing the adoption of technology and interfaces that at first were disconcerting to some. In addition, the market is in a continual learning loop where we are constantly exposed to new interfaces and being trained to adapt.
Two years ago, my mom wanted help downloading an app. Now she compiles her shopping lists on Alexa, uses Google sheets for book club, and most recently, texted me a GIF of Steve Harvey laughing. Life comes at you fast.
Now let’s get into why AMP for Gmail could be the email marketer’s Field of Dreams. It should be pretty apparent that if you build it, I am already totally here for it, but I also think the engaged audience (and ROI) will come.
Curation Leads to Exploration
As we’ve seen in the last few years, email marketers have increasingly focused on content marketing, curation, and clever merchandising to inspire engagement. AMP in email will allow marketers blow the roof off their current approach.
Through AMP’s interactive email functionality, marketers can create a well-merchandised browsing and shopping experience in a curated environment. Marketers and designers will be able to get creative and explore new ways to make an impression and draw subscribers into immersive email experiences.
Currently, subscribers transition from a carefully crafted email to a busy e-commerce page where themes and merchandising stories are quickly lost in the mix (as shown in the Joss & Main email below).
Rather than jumping to the website, adjusting filters, and trying to recreate some of the magic they experienced in the inbox, subscribers can dive straight in when the inspiration hits. We also don’t have to worry as much about them getting lost, overwhelmed, and annoyed. Sure the lines between email and websites will blur, but that’s not a bad thing, in my opinion. Any way that you’re able to connect with your audience and draw them in is a win, especially if it ends in a sale.
What’s more, this in-email shopping experience can smooth the transition from browsing to shopping by removing the psychological barrier associated with a clickthrough to the website. The less commitment we require at the onset, the better.
Targeted Shopping Experiences Are Within Reach
As a medium, email is conducive to advanced segmentation and targeting. In addition to curated content, AMP in email can facilitate enhanced personalization through the inclusion of relevant products, offers, and information. Adding geo-targeting to the mix can make interactive emails even more effective and provide a marketing mix that resonates more immediately.
By allowing for browse and conversion behavior within the email itself, subscribers can have a fully targeted experience from start to finish. Targeting doesn’t get lost in the transition to the site and subscribers can remain within a relevant message as they explore their options.
The Kid & Coe email above features warm weather, kid friendly locations. After clicking through one of the images to the website, the other featured properties are nowhere to be found.
Finding them requires a click back into the email or filtering and navigation bar exploration to seek them out. By allowing subscribers to explore additional options and book within the email, Kid & Coe could reduce friction in the booking process and get browsers more invested in the content.
Consumer Convenience Is Realized
Convenience is touted as one of the biggest benefits of AMP in email. Rather than redirecting to a landing page or a crowded website, users can complete an action within the email. Much of the focus has been on simple tasks like calendar appointments, tracking, and confirmations, but the increased level of convenience can have big benefits for B2C marketers.
As a Senior Email Strategist with Return Path, Casey specializes in driving increased engagement and boosting deliverability. Casey has a healthy fixation with helping marketers realize the potential of their email programs by addressing human needs, building better relationships, and ultimately driving improved results for the business. Her nine years of experience and obsession with evolving the email space helped land her a spot on ExpertSender’s list of “25 Email Geeks to Help You Get Your Geek On.”