Get to Know AMP for Email
There is a fairly new tool out there for emails known as AMP for email. However, the technology for AMP for email is not new. AMP, which stands for Accelerated Mobile Pages, is an open source, HTML-based technology that Google refers to as a “web component framework that you can use to easily create user-first websites, stories, emails, and ads.
Ultimately, this goes along with Google’s goal of helping the mobile web run a lot faster. Its function is that it is used to optimize a website’s pages to help them load faster. AMP pages may also be cached by a CDN, thus allowing them to be delivered to the user at a faster fate. AMP for email builds on this idea.
Static Vs. Dynamic Emails
According to AMP developers, AMP for Email is used to “send interactive, dynamic emails.” These days, it isn’t enough to send people your business emails and hope that they get read. Unless the email is engaging and dynamic, chances are pretty good that those on your email list won’t read the email for very long, if they even click on the email at all. In other words, emails were fairly static.
When using AMP for Emails, this opens the door for more interaction. Technology that has been used for a while on websites, such as form submissions, has been mostly unavailable for email until now. Here’s a look at some of the capabilities that AMP allows:
- amp-form. This element can be used to create interactive forms inside emails that can be filled out by the reader directly in the email.
- amp-selector. You know those “multiple choice” types of lists that allow you to check one of the options? This can now be done in email using “amp-selector”.
- amp-bind. If you don’t want to use AMP’s prebuilt functions, you can add custom interactivity using amp-bind.
- amp-list. Use this to fetch content either from JSON endpoint or locally from amp-state.
Possibilities AMP Creates
There are other functions that are used in AMP, but the above were just a few examples. The takeaway is that AMP opens up the possibilities with email that weren’t available before. From a business perspective, this allows you to create emails that your list members will be excited to read. People respond well to interactivity because it holds their interests and makes them as if their unique voice is valued.
Not only that, but it enables users to add other brand elements to their email strategy, where these elements weren’t available before. When creating your email branding, it is worth exploring to see if this is a good option for you.
Although this is a great tool, currently it is only available for users of Gmail and Yahoo. However, if you have these users on your list, you can easily incorporate elements from AMP for email.