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What is AMP for Email?

By now you’ve (most likely) heard of AMP. You’ve installed our share buttons for AMP (right?). You’ve read up on AMP for WordPress. AMP has been such an efficient initiative for the web community that it’s only fitting that the internet’s most common communication medium is now getting its own revamp. So what is AMP for Email, and how should you be leveraging it?

What is AMP for Email?

AMP, Google’s framework for developers to create faster-loading content on the web, is now being applied to email. AMP for Email aims to make the electronic mail experience even more engaging and interactive.

For example, instead of clicking out of your in-box to RSVP to an event, an AMP email would allow you to do so within the email interface. Other features would be the ability to schedule appointments or fill out questionnaires.

Another useful element, referred to as “dynamic content,” is the ability to update information included in an email. Currently, once emails are sent, the message is static and doesn’t change. It’s a one-and-done deal. But with AMP, marketers can update information after the emails have been sent, ensuring relevancy and timeliness in a world where news travels faster than ever.

In a nutshell, much like AMP for webpages, AMP for Email makes the online experience more streamlined, efficient, and user-friendly.

How AMP for Email Works

If you’re not a developer, the ins and outs of how AMP really works would sound a bit like a foreign language. But in the simplest terms, Google sums it up like this:

“AMP is a set of HTML tags backed by JavaScript that easily enables functionality with an added focus on performance and security. There are AMP components for everything from carousels, to responsive form elements, to retrieving fresh content from remote endpoints.”

There are certain components of AMP that are supported for email, including dynamic content, layout, and media.

The Benefits for Online Marketers

So why should you adopt AMP for Email? Just like AMP for the web, creating a more efficient and streamlined experience for your potential customers is always a good idea.

Here are just a few ways to leverage AMP for Email:

  1. Allow email subscribers to RSVP to an online event, such as a webinar.
  2. Send questionnaires to customers, encouraging them to leave product reviews.
  3. Include a photo carousel of products that are close to selling out.

Want to see AMP for Email in the wild? Last year a few companies got the chance to test the AMP features early. Check out this implementation from Pinterest:

While Pinterest had already been able to mimic its UI within emails, AMP gave it the ability to make the experience interactive. Email subscribers are now able to click into each “pin” to see more details—in this case, recipes.

In the world of e-commerce, a little goes a long way when making customer experiences as seamless as possible. Eliminating the number of steps a shopper has to take to get to your products and, ultimately, the shopping cart checkout, will always increase conversions. AMP for Email offers myriad ways to improve the process and also create meaningful, memorable experiences for your audience.

Ready to join the AMP movement?! Visit the AMP website to get started and then take advantage of our free share buttons to grow your audience!

Last modified:  April 26th, 2019