Holistic Emails: What AMP Can Do For Marketers

There has-been much talk about Accelerated Mobile Pages (AMP) for email, the technology introduced by Google last year. But how many marketers are using it?

If they’re not, they should be, judging by “Everything You Need To Know About AMP For Email,” a white paper by Dyspatch says.

First, AMP goes beyond the features typically seen in interactive or kinetic emails, like gifts, videos and personalization. In contrast, AMP recipients can interact with live content without clicking through to a web page. They can take a survey, respond to an invite or order merchandise. 

This could revolutionize the ordering process. A recent study by Mastercard and the University of Oxford found that a third of online purchases are abandoned at checkout because people can’t remember their passwords.  

AMP was initially designed to ensure that mobile web pages operate at optimal speed. Then Google extended it to email. And it seems that brands are warming up to it: Of the 56% of marketers that are familiar with AMP, almost a third say they are likely to use it, the study notes. 



Here are just a few of the features that can be deployed in an AMP email: 

Forms — AMP is useful for the following tasks and more: 

  • Webinar registrations
  • Event RSVPs
  • Account Creation form
  • Team member invitation form
  • Commenting in productivity notifications
  • Surveys
  • Feedback form
  • Demo request form

What can this do for you? In an A/B email test that went to 23,000 recipients in total, the AMP emails generated 5.2 times the number of form submissions as a non-interactive HTML version, the study claims. 

Carousels and Slideshows — Customers can browse through dynamic product listings, using auto-scroll. In non-AMP carousels, they might see out-of-stock products, doing more harm than good.  

Accordions — These allow brands to add content without overcrowding the email: You can put in simple images that readers and click for listings and other types of information. 

In B2B, AMP emails can be deployed for events, demos, comments, surveys, onboarding, product feedback and requests for reviews.  

In B2C, AMP can drive improved ecommerce shopping, reservation bookings, upsells, recommendations, referral campaigns, product reviews, abandoned cart campaigns and newsletters. 

Granted, AMP emails have limitations that require having an HTML fallback. For instance, they expire after 30 days: After that, the recipient who opens it will see the HTML or plaintext, fallback, the study notes. 

In addition, some email providers don’t support AMP, and forwarded emails won’t show AMP. 

But consider the benefits, including the fact that dynamic emails produce 34.64% more opens and 60% more click-throughs than blast emails, according to stats cited by the paper.

The paper concludes that “AMP has already been proven to deliver significant ROI as compared to standard HTML emails.”

It adds that “more adoption coming from various ESPs and marketing automation platforms, we expect that AMP will redefine how marketers build relationships with their customers, both in transactional and marketing emails.”




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