E-commerce marketers looking to increase revenue from their email campaigns may find a huge opportunity in a seemingly forgotten technology.
Zymoan interactive email builder, is deploying technology for its clients. mail modea similar provider claims a 71% increase in client email revenue.
AMP for email
Zaymo and Mailmodo’s secret to email performance is Accelerated Mobile Pages. This is an open source framework launched by Google in 2015. faster web pages On your smartphone. subset, Accelerated Mobile Pages (AMP) for emailallows marketers to create dynamic, interactive emails that respond like a website.
“Interactive email allows marketers to display their e-commerce store directly within the email.Rather than redirecting customers through multiple web pages and forms, interactive email allows marketers to display e-commerce stores directly within the email. add items to their cart and checkout quickly,” Zeeshan Akhtar, head of marketing at Mailmodo, said in an email message to Practical Ecommerce.
Enabling shoppers to swipe through a product carousel, interact with different products, and ultimately make purchasing decisions right in their inbox eliminates most of the friction and can significantly increase revenue. there is.
Additionally, AMP for Email may also improve open rates. Jaina Mistry, director of brand and content marketing at Litmus, explained: “Interactive emails with AMP for Email increase the opportunity for recipients to engage with your emails. Yes, increasing engagement can positively impact deliverability.”
Example AMP email from Zaymo. Click on the image to view the GIF.
Problem
AMP for Email is very similar to HTML. The difference is in the tags, not the structure. Almost all web developers was able to build However, some e-commerce platforms make it relatively easy to create one using tools like Zaymo and Mailmodo.
But before e-commerce marketers rush to implement this email conversion panacea, there are at least two issues.
First, AMP for Email doesn’t work with all emails. According to Brice Douglas, CEO and co-founder of Zaymo, the technology only works on one-third of inboxes.
Litmus’ Mistry agrees: “AMP for Email is currently supported by Gmail, Yahoo Mail, FairEmail, and Mail.ru. Gmail accounts for 30% of email opens, according to Litmus. However, AMP for Email is not supported by Apple Mail, the most popular email client.
And that’s only half the problem. Mistry continued, “For marketers to take advantage of AMP for Email, their email service provider needs to support the ability to create and send emails using AMP. There are hundreds of providers. In fact, there are about 30 providers that support email creation using AMP for Email.
Next, AMP for Email almost forgotten.
For example, as of this writing, AMP’s Slack community hasn’t posted an update since February 2022, and the community’s #using-app channel has had just 53 posts in the past five months. .
Some might argue that inactivity means AMP for Email is working well, but a lack of interest is more plausible.
“The community has remained silent for a variety of reasons. AMP itself is an open source framework, so it is unlikely to be dismantled. However, there is always a chance that Gmail will discontinue support for AMP. Possibility is very unlikely, but possible,” wrote Douglas from Zaymo in response to my question.
Therefore, as the community becomes more active and demand for AMP grows, Apple and other email providers may become involved.
How AMP works
Most AMP for Email tools create a set of inbox fallbacks. First, use AMP to provide interactive and dynamic experiences. If that doesn’t work, use CSS, HTML, or your own techniques to approximate AMP performance.
So shoppers who use Gmail and Yahoo (which supports AMP) can get an engaging e-commerce experience right in their inbox. Users who use Apple Mail and others are also benefiting from a fallback experience that’s as good or better than the e-commerce messages they currently receive.
Zaymo claims to use this approach to provide some interactivity to approximately 80% of email inboxes.
E-commerce marketers interested in trying AMP for email should do their research.
- Check out interactive email tools like Zaymo and Mailmodo that integrate with your e-commerce platform.
- Make sure your store’s current ESP supports sending AMP messages.
- Register with AMP Send a message.
- Test to find out what works best.
In short, AMP for Email helps sellers stand out in a crowded inbox while streamlining the path to purchase. The technology’s ability to create app-like experiences within email turns static messages into a revenue stream.
