Does ‘AMP for Email’ Impact Ecommerce?

Does ‘AMP for Email’ Impact Ecommerce?

February 22, 2018 9:00 pm

Google simply launched “AMP for E mail” and introduced plans to incorporate it Gmail later this yr. On this publish, I’ll clarify AMP for E-mail and its potential impression on e mail marketing for retailers.

“Accelerated Cellular Pages” is an open-supply initiative to enhance load occasions for cellular pages. AMP’s reputation has elevated significantly through the previous few years. Based on Google, there are roughly 31 million domains which are serving AMP pages, which is 3 times extra than simply 12 months in the past.

AMP has advanced to incorporate extra superior capabilities, comparable to accepting consumer enter, displaying interactive parts resembling carousels, and the power to fetch recent knowledge.

AMP for E mail

E mail messages are principally static. As soon as delivered, an e mail’s content material stays the identical. Including AMP to an e mail will make the content material dynamic and changeable — after it’s delivered. Google cites examples, comparable to giving the recipient the power (with out leaving the inbox) to fill out a questionnaire, reply to an invite, or schedule an appointment.

The thought of together with reside content material might convey cellular websites into the e-mail itself. Shoppers might browse or store with out visiting the location. An e-mail might replace info in actual time. As an alternative of sending a number of emails, an airline might merely load recent knowledge into the unique model, to replace routinely. Content material websites might replace, as examples, headlines, climate info, and inventory costs.

E mail is predominately HTML. For AMP to perform, an e-mail message would require a 3rd MIME model — Multipurpose Web Mail Extensions — that might show for AMP recipients.  The HTML model would present for shoppers that render solely HTML. That is just like responsive design for e mail.

Google created an AMP for E mail specification on the GitHub repository in order that builders and designers can create AMP templates.

Execs, Cons for Ecommerce

AMP for E mail presents execs and cons for ecommerce retailers. First the professionals.

Execs. Having fewer clicks within the conversion path is often useful. By streamlining the conversion path from e mail much more, AMP for E-mail ought to usually produce extra gross sales. It probably creates alternatives for retailers, comparable to:

  • Stay product information.
  • Actual-time order processing particulars in a single e mail, together with updates to order and delivery standing.
  • The power for recipients to submit varieties, akin to product evaluations instantly from their e-mail.
  • Animated photographs, akin to product rotations, within the physique of the e-mail.
Using AMP, an order confirmation email from a retailer could be updated in real-time as the product is shipped and delivered.

Utilizing AMP, an order affirmation e-mail from a retailer might be up to date in actual-time because the product is shipped and delivered. Supply: Wayfair.

Cons. E mail is widespread, partially, due to its simplicity. The know-how is essentially unchanged from its inception years in the past. Shoppers depend on e-mail each day.  A change might disrupt the longstanding e-mail-to-website relationship. By bringing dynamic, stay content material into an e mail, click on charges would presumably decline.

Actually, a objective for AMP in E-mail is to permit recipients to not open an internet web page. This easy course of — opening an internet web page from an e-mail — is commonplace. The trouble is minuscule. Permitting extra performance inside the e mail could also be restrictive, as recipients might find yourself leaving their inboxes anyway to acquire the specified options and consumer expertise.

AMP-delivered transactional emails, resembling order confirmations and delivery statuses, presume that the recipient doesn’t delete the unique model. If recipients don’t understand the e-mail can be dynamically up to date, they might delete it and thus miss subsequent very important info.

It’s value noting that AMP for E-mail just isn’t solely revolutionary. For instance, Movable Ink, an e-mail know-how supplier, can dynamically generate content material within the physique of an e-mail when recipients open it.

This email from Finish Line uses Movable Ink’s agile email platform to display content specific to the recipient’s geography, at the moment the email is opened.

This e mail from End Line makes use of Movable Ink’s agile e mail platform to show content material particular to the recipient’s geography, in the mean time the e-mail is opened.


How will e mail service suppliers reply to AMP for E mail? Its adoption and use will probably develop if it helps shoppers and types.

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