Accelerated mobile page (AMP) technology is what going to revolutionize bulk email marketing as we know it today.
It enables to add dynamic content to previously static flat email pages, and lets recipients react to it right in the message. To view extra photos or scroll through price offers, customers no longer need to download the site page, open a new tab or click on the link – now they can do it without leaving the email body. Supported by Gmail and Mail.ru and adapted by major online platforms, it will soon extend to other email clients and brands.
How it works
AMP technology is a series of HTML tags backed up by CSS and JS. It aims to speed up the mobile web and optimize page performance, creating new ways for more versatile customer engagement. To send AMP-powered bulk email campaigns[1], you have to undergo registration at Google as a dynamic content sender and make sure your email automation service provider supports this technology. As for today, the following companies have announced AMP support:
- eSputnik
- Stripo
- Litmus
- Amazon SES and Amazon Pinpoint
- SparkPost
- Twilio Sendgrid
This list will definitely grow, as gearing emails with app functionality is a great opportunity to increase the ROI of your email marketing campaigns.
Benefits of AMP technology
- Interactive elements increase the recipients’ engagement and as a result the time spent on the emails. The more time a subscriber spends on the email, the more chances they would respond to the offeror make any other active action.
- Email recipients can directly interact with the content without the necessity to download separate pages. It saves time and