Get AMPed: Why Marketers Should Embrace AMP in Email
Consider the mobile experience for a moment. Retailers in particular have seen increases in mobile conversion rates but the browsing experience is still relatively clunky. While browsing and filtering items can slow things down on a desktop, it can be be especially aggravating for consumers on a smaller device. While trust in mobile purchasing may still factor in, the browsing and shopping experience on mobile has a long way to go before it’s easy and rewarding for shoppers.
As marketers begin combining interactivity, product curation, and targeting, they can more readily prove value and help subscribers down the purchasing path before dragging them into a crowded, often overwhelming website experience.
In addition, the enhanced interactivity and heightened potential for dynamic images can help ensure that images only display if inventory is available. Marketers can also update content once offers have expired or sales have ended.
Emails Can Actually Be Fun
So far, I’ve covered some of the more practical aspects of AMP in email, but the element of fun and creativity are also exciting. As AMP is adopted, we are going to see some incredible designs and applications of the interactive features. Marketers and designers are going to have a low stakes, high visibility, easily testable medium to experiment with and there are some really innovative emails in our future.
One use case that I anticipate making a splash early on is the “choose your own adventure” email. By leveraging AMP in email, marketers can create interactive quizzes or decision trees that allow subscribers to create their own meaningful experiences. While this might be very involved and too complex for an everyday email, this kind of content could knock it out of the park as part of an onboarding series. Not only would it draw subscribers in and establish value from the start, the selections that users make could help inform future targeting and personalization.
I’m looking forward to what the brains in marketing and design come up with to stretch the limits of AMP.
Customization Is Easier … for Subscribers
On a slightly less exciting note for the average marketer, AMP in email will also improve the opt-out and opt-down process. As an email strategist with a healthy fixation on deliverability, this functionality is one that I hope will be widely adopted. By making it easier for subscribers to exit the program or adjust their preferences, marketers can help mitigate subscribers’ complaints.
In addition, subscribers may be more likely to volunteer preferences if the process is simple and accessible. They may also be willing to provide preferences and information that helps further refine the curation and personalization that these emails are able to achieve.
As we move into a more consumer-centric future of marketing, brand building, and product development, I hope that email marketers dive in and help evolve the channel, through AMP or whatever comes next.
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.”