Gmail’s dynamic emails: the future of email marketing

AMP for email. The trend is clear, and industry professionals are intrigued by this new technology, which will affect the way we use webpages and emails and have great impact on email strategies.

What is AMP?

AMP stands for Accelerated Mobile Pages, a project started and promoted by Google, born out of a trend and an even stronger need to effectively manage content to be displayed on mobile devices.

The starting point…websites, the evolution: bring the ability to create interactive, engaging and fast loading pages to the world of communication and then to email (AMP for email).

 

Some background on AMP

Let’s take a step back and provide some background information.

As we said, AMP is a technology developed and launched by Google in 2015.

It was born on the brink of the first mobile wave, which sees the smartphone as the first web search device, and is based on HTML AMP technology which lets webmasters build “lighter” pages, that load almost instantly and can be displayed quickly even on slower mobile internet networks.

In practice, these are normal web pages, improved and optimized by limiting some technical features that made them heavy and slow to load. Then, the cloud element further boosted performance, by memorizing the cache in the cloud: indeed, Google provides its own caching service, which turns AMP pages into something that closely resembles Facebook’s Instant Articles, where opening a link does not redirect the user to an external page.

The evolution: AMP for email

AMP for email is the natural evolution of dynamic web pages, and Google has recently released the project on Gmail, relying on open source technology.

The basic idea is to enhance the user experience of one of the most whidely used digital tools: email.

AMP for email: what is it and what changes?

In practice, it’s all about the ability to turn email into an all-round tool for content, calls to action, details and browsing, letting users carry out actions within the email itself, without needing to redirect them to an external landing page.

For example, a survey or a piece of feedback can be answered directly within an email message, participation in an event can be confirmed without having to access a registration page, a promo catalog can be viewed, or a resource can be directly downloaded: the possibilities are endless!

The advantage of dynamic communications lies in the fact that, even after sending, the content can still be updated, keeping the user informed about promotions, price changes or product availability.

What are the benefits for a company of using AMP for email?

From a Smartphone first perspective, AMP provides a clear advantage for companies. For marketers, it also provides additional benefits such as:

  • Keeping emails relevant: In a landscape of near mailbox saturation, staying relevant with interactive emails improves conversion results.
  • Ability to insert web objects: AMP for emails allows entering GIF images, carousels, fillable forms and animations of various kinds.
  • Updating offers and contents: contents are updated online, directly in the email, at the same time the site is updated.
  • Improved user experience: improving the user’s browsing experience through the use of single interfaces for calls to action is essential for increasing sales and reducing the churn rate.

AMP for email: MagNews is ready

MagNews lets you already use AMP technology, allowing you to improve your email marketing campaigns thanks to emails that are dynamic, interactive and updated in real time.

Every marketer knows that, in a digital strategy, one less step for users to take means higher conversion probability, and we are giving you just that: the ability to provide your recipients with an enhanced experience right from your email, avoiding long, complex intermediate steps that could cost you potential buyers.

We’ve already done it with some of our customers… find out now how to start creating your own AMP emails.

Niccolò Milazzo

Content Marketing Specialist.