If you’re still sending static email campaigns, then it’s time to shake things up a bit. It’s time to get dynamic. Dynamic email marketing campaigns using segmented customer information have 14.64% more open and 60% more click-through rates compared to blast emails. One great way to get on the dynamic email train is to employ AMP for Email.
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What’s AMP for Email?
Google originally developed Accelerated Mobile Pages (AMP) in 2015 to boost load speeds on mobile devices. In 2018, Google announced AMP-powered email, which enabled users to have interactive email experiences without leaving their Inbox. These experiences include taking a survey, responding to an invitation, or viewing product information. With clickable interfaces built into messages, users can browse and explore content without having to leave their email. Dynamic email also ensures users are always seeing the freshest information, no matter when the email was sent or when they opened it.
Let’s consider a survey example. In the olden days, users would click a button that would take them to a site to fill out a survey. With AMP, everything is embedded in the email. The recipient simply clicks on a button, which prompts an interactive field where they can enter more information. They can then hit a ‘send feedback’ button to submit their response. Users can fill and submit the survey right in the email without having to exit to another site.
BTW, if you’ve ever collaborated on a Google Doc and received email notifications related to comments and edits, you’ve experienced an AMP-ed up email. Instead of sending multiple emails for related comments, Google instead uses AMP to continuously update the original message.
OK, AMP sounds pretty cool. But are dynamic emails worth it?
Well, you don’t have to take our word for it. By integrating dynamic content like a countdown timer in a Black Friday promo, The Diamond Store experienced a 171% click-through rate increase. The London retailer also saw an additional 400% increase in its conversion rate!
Image source:Case Study: Dynamic email content leads to 400% increase in conversions for Black Friday email
A Few Good Reasons
Litmus found that of the 55.6% marketers familiar with AMP, nearly a third said they’re somewhat or very likely to use it. So, don’t let your competition beat you to it. Now is the time to integrate dynamic content and AMP elements into your emails to exploit their advantages:
- Flexibility. AMP opens up an ongoing dialogue. Forget about sending an Inbox teaser to users and having them click through to the webpage to peruse the menu. With AMP, customers can interact directly via slideshows, accordions, forms, sign-ups, and invitations that you typically only see on a website.
- Responsiveness. Because of their dynamic nature, AMP emails can refresh information so it’s always current – no matter when the customer opens the email. Recipients won’t miss out on that sofa sale or dream job ever again.
Revitalization. When you think about it, email hasn’t changed much since the early 2000s. AMP and dynamic content uses highly personalized techniques to refresh customers’ email experiences. First-name salutations, videos within messages, and clickable information dropdowns provide customers with all of the intel they need, literally at their fingertips.
So, Who is Using AMP for Email Anyway?
AMP brings real, measurable value to the businesses that embrace it (and it even works on mobile devices!). Here are a few examples of some early adopters and how it boosted their ROI.
Indeed
With AMP-enhanced email, popular job site company Indeed can now send out more defined, relevant, and recommended job alerts to subscribers. The email gets refreshed when a user opens it, ensuring that the listed jobs are always current, open, and available. AMP-powered job alert emails gave Indeed 2 times the click-through rate on job alerts compared to their previous sending method.
Image source: AMP for Email: Coming Soon to an Inbox Near You (Google I/O’19)
OYO
Based in India, travel booking site OYO uses AMP to show travelers accommodation recommendations based on where they’re looking to travel. With AMP, users can browse options, see larger photos of accommodations, and confirm whether there is free wifi or an included breakfast. This is all conveniently done through the message without having to go to a website. As a result, OYO achieved a 57% higher click-through rate and a 60% higher conversion rate.
Image source: AMP for Email – Interactive and Dynamic Email Experiences at OYO
Ecwid
Ecwid helps businesses and merchants get their ecommerce sites off the ground. One of the dynamic elements Ecwid provides vendors is the ability to send interactive catalogs via email. Customers can view the latest items on sale, click through products, view details, and see larger images for each product. Studies show that Ecwid merchants who send AMP email to visitors with incomplete purchases recover an average of 15% of abandoned carts.
Image source: Stand Out in Inbox with Dynamic AMP Emails by Ecwid
Sold! Um, Where Do I Start?
Dynamic and interactive emails are the future of email marketing and a critical part of any email strategy. If you’re wondering how to take the next step, employ an email builder such as Dyspatch to take on the heavy lifting. Dyspatch currently supports the following interactive elements, and has AMP for email on its roadmap:
- Carousels and slideshows
- Videos
- Accordions
- Forms
- Menus
Not a coder? Not to worry. Dyspatch creates these visuals through an intuitive drag-and-drop interface so you can create amazing interactive email experiences for your customers, every time.
