A quick historical past on AMP for e-mail
In February 2018, Google announced that support for AMP would could be coming to Gmail, offering entrepreneurs with the chance so as to add AMP-powered interactivity to their emails.
On common, 1.5 billion emails are opened every month. With such a excessive quantity of emails, the necessity for extra distinctive experiences isn’t a shock.
AMP for e-mail was set to just do that. According to Google, AMP was seen as “a strong approach for builders to create extra partaking, interactive, and actionable e-mail experiences.”
The demand is there, too. In keeping with Dyspatch, 60% of email recipients stated they’re more likely to have interaction with an interactive e-mail, and over 50% of email recipients stated they need to work together with content material inside their e-mail.
| ⏸️ Pause: What’s the distinction between interactive emails vs. AMP emails?
Interactive emails are HTML, so everybody will see them it doesn’t matter what e-mail shopper they open the e-mail in. In distinction, AMP emails include stay, up-to-the-second content material. One thing to notice: AMP-powered emails can solely be considered in particular e-mail purchasers (which we cowl subsequent). |
Adoption for AMP for e-mail
Since Google introduced AMP-powered e-mail in 2018, it’s continued to enhance performance, offering e-mail entrepreneurs an array of personalization and interactivity capabilities to make use of in emails
Whereas AMP isn’t not supported by all, through the years adoption out there has grown from e-mail purchasers (together with AOL Mail and Yahoo Mail) and ESPs (like Customer.io, SparkPost, and AWeber).
The feasibility of AMP for e-mail
How possible is AMP for e-mail? The reply (like most solutions in e-mail advertising and marketing) is “it relies upon.”
What do e-mail entrepreneurs assume?
Throughout our stay occasion Email Marketing Trends in Focus for 2023, Anne Tomlin (Proprietor, Emails, Y’all) shares, “I nonetheless haven’t been requested to code an AMP e-mail, so from my expertise, conventional coding methods are extra frequent than AMP emails.”
We requested just a few members on our e-mail group for his or her ideas, too. “It’s been one thing that’s felt like an ‘virtually’ for a number of years,” shares Logan Baird (Litmus’ Senior Group Evangelist).
Jaina Mistry (Litmus’ Director of E-mail Advertising and marketing) is on the identical boat, too. “Far too few ESPs really assist it.”
What concerning the e-mail neighborhood?
On LinkedIn, we requested voters to select the highest pattern that’s “acquired to go”. AMP for e-mail obtained probably the most votes.
The case for AMP for e-mail
Whereas the adoption of AMP for e-mail by e-mail entrepreneurs has a methods to go, there’s no denying the ability of AMP for e-mail.
Throughout his session at Litmus Live on “Information Visualization with out Pictures: AMP e-mail replace”
Benjamin Djang (Inventive Technologist, The Washington Post) shares a greater different to utilizing photographs to show information in emails utilizing AMP for e-mail.
? How will you show information *with out* utilizing photographs in e-mail?
? How can AMP create *higher* information visualization experiences in e-mail? @bendjang solutions this and extra—together with inside suggestions, instruments, and watchouts for e-mail builders. #LitmusLive2022 pic.twitter.com/te8hreHrbY
— Litmus (@litmusapp) October 25, 2022
Whereas it’s simple to incorporate a picture of a chart or graph in e-mail, it has its disadvantages.
- Information can’t be considered if picture auto-load is turned off
- Information in photographs is static and can’t be up to date
- Picture sizes might be giant—which might add to the overall e-mail load time with out optimization
- Not suitable in Dark Mode
As a substitute of utilizing static imagery, you possibly can create a greater subscriber expertise with information visualization utilizing AMP for e-mail.
Options to AMP for e-mail
Is AMP for e-mail not possible for you? Interactivity might nonetheless be your subsequent most suitable choice.
“Deciding whether or not to spend money on interactivity inside your emails is at all times going to come back right down to understanding what’s supported in your subscriber’s e-mail purchasers and whether or not you or your group has the extra bandwidth to dedicate time to it. Nonetheless, if it is sensible to your viewers, there are many examples and options of adding interactivity with low effort,” says Baird.
Keep related along with your subscribers
Whether or not or not you embrace AMP for e-mail, leaning into tendencies like this one is a good way that can assist you keep related along with your subscribers.
Need to preserve your fingers on the heartbeat of business tendencies? Download our latest ebook for eight e-mail advertising and marketing and design tendencies you need to know.
