Created by Google, Accelerated Mobile Pages is a HTML webpage that has been stripped down, to reduce page load times and provide content quicker to the end user.
AMP has evolved in a number of different ways since its inception and performs many other functions beyond simply increasing loading speed. One of the newest and potentially, the most groundbreaking evolution of AMP, is for email marketing.
Email marketing is a widely used tool by marketers. Many customers prefer to receive promotional content through email rather than social media. However, due to the static nature of emails, there are limits on how marketers can engage and interact with customers. This is where AMP emails are different. AMP email transcends many of these limitations by allowing emails to be interactive and dynamic. It allows individuals to book appointments or RSVP for events within the email without having to click a link to visit an external page. This will make it much easier for potential customers to reach the conversion stage as it will result in fewer clicks needed to get there.
With AMP, the process of converting a customer into a sale or goal, starts right from the email and is not dependent on whether or not they choose to follow the link, to a company’s website. This has massive implications for the future of email marketing. Emails may become the landing pages of the future, with AMP allowing emails to feature the same level of interactivity and engaging content as a website.
Gmail, one of the biggest email providers, has recently announced that they will be implementing AMP support for emails which signals the beginning of the revolution in email marketing. Additionally, other leading email providers have announced plans for AMP support including Yahoo Mail, Outlook and Mail.ru. With all the major email providers on board and all of the potential benefits of AMP email, it seems clear AMP is the future of email marketing.
The future of email marketing, much like the world of digital marketers, will not be static, it will be dynamic, fast, interactive and engaging. It’s an exciting future for email marketing and an exciting future for digital marketers who will have to understand and master this powerful new tool.