How AMP for E-mail was Introduced
Before AMP for E-mail came along, this technology revolutionized the website pages. When Google introduced the concept of Accelerated Mobile Pages (AMP) in the market, it aimed to benefit the two main users of the internet. They were the website owners and the people consuming content from these websites.
In 2020, the world values speed and ease over any other benefit. To address this need, Google decided to start a framework which doubles the speed of webpages and thereby, improves efficiency. Consequentially, AMP was introduced. This brought improved speed and increased visibility which enhanced the chance for more visitor engagement on a website.
Keeping in mind the same benefits, AMP for email was introduced to add dynamic and interactive elements in regular, static email. It helps in providing the subscriber with a web-page like an experience to the users in the e-mail. Let's find out more about them.
Where does AMP for E-mail Work?
As it is a product of Google, it works perfectly well in Gmail and it can also be enabled in G-Suite. You must also note that it works for Gmail in both Android and iOS devices. Furthermore, Yahoo mail supports it, a Russian e-mail client called mail.ru and even, Outlook supports it. As Verizon Media supports Yahoo mail, we may see AMP for e-mail in its other clients like AOL and Verizon.net.
All of the email service providers mentioned above constitute 35% of all e-mail opens for a US brand. This proves that AMP for e-mail is available to most brand and their marketers. While most people expected it to be welcomed with open arms, it found some resistance due to some of its bottlenecks. It turns out that it does have a few limitations which may cause some apprehension among people. Let us discuss what they are
Disadvantages of AMP for email
- It is a new language
If a Native-English man was told to learn French, it might take him years to learn it properly. Similarly, AMP requires a marketer to learn AMP Coding specification and markup languages. Despite being an open-source technology that anyone is allowed to use, people would take time to learn and implement it as intended. Additionally, it has multiple prerequisites to be followed to use the language.
- Multiple tools do not support it
Generally, email marketers only need to use two MIME-types in order to create email for HTML. These two are namely part and plain-text versions that they essentially have in the ESP. But, if they have to use the AMP platform for emails, they need a third MIME-type. In case the ESP does not support this MIME-type, it is impossible to use AMP for sending emails.
- Tracking the performance is difficult
The main motive of using AMP for emails is to improve the performance of the platform. But, AMP makes tracking the campaign performance challenging for the marketer. AMP-empowered features like hover-based events are difficult to be measured with conventional methods.
- Constant Updates in E-mail Content Can Be Confusing
One of the most important features of AMP is live content. It allows content to be updated even after deployment. While it improves the interactivity, it may even leave the subscriber confused. Most subscribers are not aware of this nuanced technology and a constantly changing e-mail may create trust issues and ambiguity.
- Time-consuming process
AMP for e-mail doesn't follow standard coding practices and one needs to develop a new set of expertise and skills. This is a time-consuming process. Moreover, most people are sceptical about learning a specific skill set just for creating an e-mail.
The bottom line
AMP for e-mail is a controversial topic and there're many varying opinions on the same. Many people have apprehensions regarding the data security provided in emails powered by AMP. There are also a few people who believe that this technology is only going to benefit Google.
However, nobody can argue over the fact that it does take the e-mail experience a notch higher. They have already made a place for themselves in the e-mail marketing campaign of some major organizations.
For example, Goibibo tested AMP for e-mail in their campaign. They included an option for hoteliers to "Reply to Reviews" from their checked-out guests within the e-mail following this format.
Their B2B open rate for collecting these replies was 14%. After implementing AMP, their response rate shot up.
Despite the introduction of many new ways of communication, e-mails are still the most preferred and successful form of business communication. Every new technology seems daunting at first but if it is useful enough, it survives and succeeds. AMP for e-mail is no different.
After a few initial hiccups, it is all set for a good start and has already started reaping benefits for those who have used it. In the times to come, it will improve upon its few drawbacks and add more value to the inbox of your e-mail subscribers.
So, have you decided to stick to the old ways or would you like to try the revolution in marketing called AMP for e-mail?