Gmail turned 15 earlier this year — and with it, the Accelerated Mobile Pages (AMP) feature is now a year old. AMP functionality was built to allow brands to be more creative with their email marketing strategies, offering increased opportunities for more engaging, interactive and streamlined experiences for Gmail users.
With AMP, marketers can code emails that allow Gmail subscribers to interact with email content without leaving Gmail to improve the email experience. The benefits of this are extensive. The functionality at its finest could enable marketers to build interactive content to stay relevant and reduce friction in the purchase process and ultimately increase conversions.
Stringent coding guidelines for AMP mean that HTTML/CSS tactics will not work — you’ll need to use a separate MIME (Multi-Purpose Internet Mail Extensions) type for any email with AMP support. With AMP coding less flexible than traditional HTTML/CSS, it may take longer for your in-house team to embrace the feature. In addition, the switch to AMP entails more time in the quality assurance and testing process for each email you send out.
In short, incorporating AMP into your email strategy is no simple endeavor. And marketers might initially balk at investing the time and money in a tactic that will only affect a certain segment of their audience: Gmail users. But remember, Gmail continues to surge in market share — up 25% YOY. In fact, Gmail is now the top email client across devices as of this post. So despite its difficulties, AMP is worth a look given the potential for your brand.
How much? That remains to be seen, but AMP is ripe for testing. Start experimenting with low-risk use cases that are relevant to the subscribers in your industry to determine if it’s worth the level of effort. At the very minimum, as an early adopter you’ll reap the benefits of standing out in an already crowded inbox piquing your subscriber’s interest.
Test these low-risk AMP use cases
Now that AMP for Gmail has had some time to evolve, the pros outweigh the cons. Not only do Gmail users make up a large percentage of most marketers’ subscribers, but also the feature allows for marketers to get more creative with their emails, ultimately improving the customer experience and boosting engagement. Here are some specific, low-risk ways email marketers can use AMP for Gmail:
Use the carousel feature to highlight products: Using AMP’s carousel feature, retailers can showcase multiple images of products and create more engaging experiences personalized to each user. With the carousel, marketers have the power to provide subscribers with more information along with a more interactive experience directly within Gmail. This increases the fun aspect of design …read more
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