AMP for Email: What is it, and why is its adoption in Email Marketing being so slow?
Posted: Tue Dec 03, 2024 7:54 am
MP for Email is a language originally introduced by Google in an attempt to optimize the speed of mobile web pages. It was first introduced by Google in 2019. Today, AMP is also used in emails to not only increase loading speed, but to create interactive emails that behave like a normal web page. AMP for Email was adopted by Yahoo! in 2020. Microsoft experimented with a preview version of the format for developers, but discontinued the program in the fall of 2020.
We can say that emails in AMP look and behave like a web page in the same email.
AMP for Email allows email marketers to include interactive elements like carousels, accordions, or buy buttons in emails without having to open a new tab and visit a web page. In other words, AMP emails look and behave like a web page in the same email. Since AMP emails are togo business email list dynamic, the content of the message (article lists, white papers, pricing, and webinar dates, for example) can change within the same email, ensuring that users receive highly personalized and up-to-date content.
The main elements that AMP for email allows are:
1 – AMP Form
This is a block that allows you to include a form in your email. Recipients can take surveys, send comments, and change their preferences directly from within the email.
2 – AMP List
The AMP List feature allows recipients to see email updates in real time. This allows, for example, for the email to always be up to date by showing the products that are in stock.
3 – AMP Accordion
Allows you to collapse and expand content. Email has a finite amount of screen space. We can use the accordion to store other information that will be displayed, such as FAQs, product information, or other content.
4 – Selector
The AMP selector adds the ability to select multiple options in a form. This allows you to create product selectors or multiple answers in a survey.
5 – AMP Image Carousel
The AMP Email Image Carousel is a simple way to display multiple images. There are several ways to navigate through images, including left and right arrow buttons and smaller versions of the images.
6 – AMP Sidebar
The AMP sidebar allows quick access to temporary elements such as navigation, menus, buttons, etc. The sidebar can be opened and closed with a single click, while the main content of the email remains in the background.
AMP for email gives us the opportunity to reduce the friction between the email call to action and the final action by eliminating the intermediate step of having to leave the email environment and access the web environment.
As we can see, this represents a profound change in how we approach the email channel from a marketing perspective: AMP for email gives us the opportunity to reduce the friction between the call to action in the email and the final action by eliminating the intermediate step of having to leave the email environment and access the web environment. Some even claim that AMP emails will eventually replace static email content and that the email channel will rival social media and search engine marketing.
Users are accustomed to using email in a very specific way. Introducing features that are not specific to the channel can be misinterpreted and cause confusion.
Despite the potential of AMP for email, adoption is slow. Why is this?
1 – First of all, AMP for email is only supported by Gmail, Yahoo Mail, Mail.ru. and FairEmail. While these providers account for around 60% or more of a B2C email marketing list, if we want to reach the entire list, we will have to create the non-AMP version of the email as well.
2 – On the other hand, Email Service Providers (sending management platform providers) offer little support, and with a few exceptions, the vast majority do not support this technology. The most recent data collected by the Email Sender & Provider Coalition shows that, of the 32 main Email Service Providers, only 28% support it, while the remaining 72% do not yet do so. Regarding brands that make intensive use of the email channel to communicate with their users, less than 5% regularly send an AMP version of their emails.
3 – Finally, AMP for email can cause confusion for users. Users are used to using email in a very specific way. Introducing features that are not specific to the channel can be misinterpreted by the user, and they will most likely act as usual, “clicking and visiting the website”, meaning that all the effort to create interactive features will have been in vain.
The potential for AMP for email to become a standard and be adopted widely by brands is there, but there are also reasons to doubt that this will ultimately happen. We'll see what happens in the coming years.
We can say that emails in AMP look and behave like a web page in the same email.
AMP for Email allows email marketers to include interactive elements like carousels, accordions, or buy buttons in emails without having to open a new tab and visit a web page. In other words, AMP emails look and behave like a web page in the same email. Since AMP emails are togo business email list dynamic, the content of the message (article lists, white papers, pricing, and webinar dates, for example) can change within the same email, ensuring that users receive highly personalized and up-to-date content.
The main elements that AMP for email allows are:
1 – AMP Form
This is a block that allows you to include a form in your email. Recipients can take surveys, send comments, and change their preferences directly from within the email.
2 – AMP List
The AMP List feature allows recipients to see email updates in real time. This allows, for example, for the email to always be up to date by showing the products that are in stock.
3 – AMP Accordion
Allows you to collapse and expand content. Email has a finite amount of screen space. We can use the accordion to store other information that will be displayed, such as FAQs, product information, or other content.
4 – Selector
The AMP selector adds the ability to select multiple options in a form. This allows you to create product selectors or multiple answers in a survey.
5 – AMP Image Carousel
The AMP Email Image Carousel is a simple way to display multiple images. There are several ways to navigate through images, including left and right arrow buttons and smaller versions of the images.
6 – AMP Sidebar
The AMP sidebar allows quick access to temporary elements such as navigation, menus, buttons, etc. The sidebar can be opened and closed with a single click, while the main content of the email remains in the background.
AMP for email gives us the opportunity to reduce the friction between the email call to action and the final action by eliminating the intermediate step of having to leave the email environment and access the web environment.
As we can see, this represents a profound change in how we approach the email channel from a marketing perspective: AMP for email gives us the opportunity to reduce the friction between the call to action in the email and the final action by eliminating the intermediate step of having to leave the email environment and access the web environment. Some even claim that AMP emails will eventually replace static email content and that the email channel will rival social media and search engine marketing.
Users are accustomed to using email in a very specific way. Introducing features that are not specific to the channel can be misinterpreted and cause confusion.
Despite the potential of AMP for email, adoption is slow. Why is this?
1 – First of all, AMP for email is only supported by Gmail, Yahoo Mail, Mail.ru. and FairEmail. While these providers account for around 60% or more of a B2C email marketing list, if we want to reach the entire list, we will have to create the non-AMP version of the email as well.
2 – On the other hand, Email Service Providers (sending management platform providers) offer little support, and with a few exceptions, the vast majority do not support this technology. The most recent data collected by the Email Sender & Provider Coalition shows that, of the 32 main Email Service Providers, only 28% support it, while the remaining 72% do not yet do so. Regarding brands that make intensive use of the email channel to communicate with their users, less than 5% regularly send an AMP version of their emails.
3 – Finally, AMP for email can cause confusion for users. Users are used to using email in a very specific way. Introducing features that are not specific to the channel can be misinterpreted by the user, and they will most likely act as usual, “clicking and visiting the website”, meaning that all the effort to create interactive features will have been in vain.
The potential for AMP for email to become a standard and be adopted widely by brands is there, but there are also reasons to doubt that this will ultimately happen. We'll see what happens in the coming years.