AMP and Email 2.0
AMP is one of the biggest innovations in email in recent times. The underlying tech has been proposed by Google. AMP works in Gmail and Yahoo mail clients but is not supported by Apple. So, if one has a gmail ID but is viewing the email in Apple’s mail client, the AMP features will be lost and the standard non-AMP version of the email will be shown. Because Apple mail clients account for almost half of the consumption of email in the US, marketers and ESPs (email service providers) have largely ignored AMP. Matters have been compounded because creating AMP emails takes some effort – while AMP editors are now coming to market, it is still not as easy as drag-and-drop to create the emails. Finally, there is also the issue of capturing the data entered in the AMP email – that needs a data storage service to be integrated. For all of these reasons, AMP has been a non-starter since its introduction over 3 years ago by Google. This is what I had written in an essay on AMP a year ago: “AMP for email is new and exciting; it offers marketers many innovative ideas to strengthen the brand-customer relationship; there are still significant challenges in mass adoption; it remains a “technology for the future” (much as it was 2 years ago when it was announced).”
The situation in markets like India is very different. Gmail and Android accounts for 90% or so of the market. As such, most emails are viewed in the Gmail client and is thus AMP-ready. We at Netcore are already rolling out AMP campaigns for many of our customers and seeing big increases in email engagement. The lead time creatives is being reduced by our recently launched AMP Editor and ready templates. The underlying theme of “no landing pages and no click throughs” is too powerful a proposition for brands to ignore.
This is what I had written on AMP in my recent Email 2.0 series (part 7): “[AMP] enables the creation of microsites in emails. Think of AMP as enabling email apps. AMP is a big leap forward. It eliminates a click to the website or app for a wide range of use cases: filling a form, gathering feedback, scheduling appointments, showing live content, creating interactive games and collecting zero-party data. AMP makes email a two-way channel … AMPlets which can be easily inserted into emails are another innovative solution. In fact, brands should consider creating an AMP-based interactive footer with multiple AMPlets … Whether it is 50% or 90% of their base, brands should make use of it because the benefits in terms of attention and engagement are big.”
AMP creates what I think of as the “Living Email.”