How to Use AMP Email Marketing to Boost Engagement 

With the evolution of technology, customer preferences have evolved, changed, and expanded. You have to work harder than your biggest competition to grab their low attention span. This is why you require innovative technologies to stand out in your customer’s inboxes.

The inboxes of your audiences are already crowded. How do you then engage with your subscribers and make them click, read and take action?

One of the best approaches is AMP (Accelerated Mobile Pages) in email marketing. What is AMP and how do you use AMP email marketing to accelerate growth for your business? Let us understand in detail.

What are Accelerated Mobile Pages in Email Marketing?

AMP aka Accelerated Mobile Pages in email marketing is an integration (initially developed by Google) for a web page-like experience inside emails. It allows your marketing team to create interactive and dynamic digital experiences for your users within those emails and enhances engagement.

Using the power of AMP, you can directly embed interactive elements like image galleries, forms, carousels, etc. These components are what will make your users click and engage with you.

These elements also make it easier for the users to engage and interact without having to leave the inbox on a different app. This way, the results would lean towards higher engagement, improved customer experience, and increased brand visibility. 

How to Leverage the Power of AMP in Your Email Marketing Strategy?

Here are some of the major benefits of AMP that you can get an advantage out of for your email marketing strategy:

1. Increase in Conversions

The longer a prospect takes to make a decision, the lower the likelihood of conversion. AMP email addresses this issue by allowing subscribers to complete transactions directly within the email itself, reducing decision-making time. This functionality proves instrumental in generating leads and increasing conversion rates, ultimately transforming prospects into customers.

2. Real-Time Updates

You can also include live, real-time updates in your emails using AMP. This feature was specifically developed for displaying real-time pricing, showcasing inventory availability, publishing event updates, and overall ensuring that your users get the correct and relevant information timely.

3. Personalization at Scale

Also, when you are using AMP, it allows the dynamic content to adapt to the user patterns and their interactions. This capability actually helps marketers for delivering personalized recommendations. 

Such tailored experiences resonate with the users and eventually drive revenue for your business.

Now, let us explore how to best utilize AMP for your email marketing strategy.

Best Practices for Implementing AMP

When you are utilizing AMP, you need to leverage the maximum potential out of it to get the best ROI for your brand. How can you do that?

1. Get started with segmentation

In order to get the maximum impact of AMP for your email marketing strategy, you have to categorize emails into different groups based on various criteria, such as past purchase history, level of engagement, geographical location, and more. 

This personalization tactic proves effective as it enables the delivery of valuable and pertinent messages to specific groups, fostering higher customer engagement and boosting email-driven conversions.

2. Use interactive elements

AMP provides a range of interactive components and elements and if used wisely and thoughtfully, they can make a significant impact. You must focus on the components that align with interactive emails, email marketing strategy, and objectives.

1. Forms: You can embed interactive forms within emails, allowing recipients to submit information, provide feedback, or participate in surveys and polls directly from the email.
2. Carousels: Carousels enable you to display multiple images or content blocks within a single space, allowing recipients to scroll or swipe through the carousel to view different offerings or information.
3. Accordion Menus: Accordion menus allow you to present collapsible content sections within an email. Recipients can expand or collapse these sections to access additional details or navigate through different sections of the email.
4. Countdown Timers: Countdown timers can be added to create a sense of urgency or to promote time-sensitive offers. These timers visually display the time remaining for a particular event or offer.
5. Ratings and Reviews: You can include interactive rating and review elements within emails, allowing recipients to provide feedback or rate products, services, or experiences directly from the email.
   
6. Continuously test and optimize

As with any process or strategy, even when you are using AMP, testing and optimization are crucial to the process. A/B testing, multivariate testing, and optimization through improvements are a must.

Through A/B testing, you can understand the impact of AMP components and elements on the open rates, click-through rates, as well as conversions. You can use the insights gained through testing for refining your approach.

By doing this, you can achieve continuous improvement in the performance of your email marketing campaigns.

4. Always provide support for non-AMP versions

There are email clients that do not support AMP. Here, you need to ensure that you have a fallback option. This way, the clients and recipients who are not compatible with AMP can also still access your content, and engage with your brand.

5. Always comply with the best practices and follow the guidelines

When it comes to using AMP, you have to comply with the guidelines set by the email service providers along with the AMP specifications. Ensure that the email client supports and enables AMP for email functionality. Not all clients may offer support for AMP (like Outlook and Amazon Simple Email Service), so it's crucial to confirm compatibility beforehand.

This will ensure that the emails you send out as a part of your campaign are properly rendered, and compatible with the recipients, and improves client engagement by also following the best practices and guidelines.

Conclusion

Integrating AMP into your email marketing strategy can boost your engagement significantly. When you are leveraging the interactive capabilities of AMP, you are offering a dynamic, personalized, and immersive experience to your users.

Of course, it is important to always follow the best practices to get the maximum output out of AMP technology. AMP comes with a list of benefits that you must take advantage of for your email marketing strategy. By following the best practices, you ensure that it makes a significant impact on your brand.

Featured image by Dirk Wouters from Pixabay