Let’s start by understanding AMP Email.
AMP.dev has the basics: “AMP for email allows senders to include AMP components inside rich engaging emails, making modern app functionality available within email. The AMP email format provides a subset of AMPHTML components for use in email messages, that allows recipients of AMP emails to interact dynamically with content directly in the message. More than 270 billion emails are sent every day, it is the pillar of many consumer and enterprise workflows. However the content that is sent in an email message is still limited – messages are static, can become out of date, and are not actionable without opening a browser. AMP email seeks to enhance and modernize the email experience through added support for dynamic content and interactivity while keeping users safe.”
Amp.dev outlines the benefits: increased in-mail capabilities, increased personalisation, interactive customer experience and improved and smarter services. Pepipost (a Netcore service) adds: “AMP allows you to create website-like experiences in emails by allowing you to use carousels, accordions, and accept recipients’ inputs from the email. For example, it will let your subscribers take actions such as respond to questionnaires, book an appointment, take a survey and RSVP for an event straight from the inbox. They don’t have to leave the email window, click on a link and go to an external website. Which increases the chance of your email recipients interacting with these emails and take action compared to the regular emails. Also, it prevents your emails from getting stale as the content of the email gets updated in real-time.”
Sendpulse makes the case for AMP:
- Widens the opportunities for email usage. AMP emails provide email subscribers a more web-page-like experience. In other words, email marketers can implement interactive functions that are typically only available on webpages — carousels, forms, confirmations, accordions, event invitations, replying to a comment, etc., directly in the email inbox.
- Revitalizes email technology. The old technology, email, that started to look a bit outdated has been refreshed to meet modern demands. Email marketing is one of the most effective marketing channels, now more than ever. People continue to use it globally, and have since the early 2000s, not much has changed. AMP email intends to refresh static emails with more dynamic web-page-like content.
- Offers a new level of personalization. With AMP email, marketers can receive and send more data than ever. This feature allows brands to personalize emails even further. Besides, because AMP emails are dynamic, the message content can update within the email (like weather reports, prices, webinar dates), so subscribers will always receive highly personalized content on demand without even leaving their email client.
But not everyone is thrilled with AMP.