By Sean Tinney November 15, 2021
Learn how to use AMP for email to create a powerful interactive experience for your subscribers. This has never been possible with email …
The next evolution of email is here – and it’s called AMP for Email. AMP emails are kind of an interactive message, but they go way beyond adding a countdown timer or including a cool GIF in your email.
AMP emails act like a mini website where your subscribers can view real-time information and interact with your brand as if they were browsing your website.
This is really a game changer. Let’s learn a little more about AMP for email.
What is AMP for email?
AMP (which stands for Accelerated Mobile Pages) for email turns static emails into interactive and dynamic content.
This enables your customers to interact more directly with content faster, reduce the number of steps your audience needs to take to respond to an offer or promotion, and ultimately increase sales.
With AMP for Email, your message is no longer a stagnant document gathering dust in an inbox after reading it. It is now a living, ever-changing experience that encourages the reader to stick with it. Explore. To interact. To keep coming back. Participate.
History of AMP for Email
AMP for email became available in Gmail in March 2019. AWeber was the first small business email service provider to support the new AMP for email technology.
By adding AMP to our message editor, we ensure that our customers have the most up-to-date tools and technology available to create messages that will help them connect with their customers and grow their business quickly
Chris Vasquez, Chief Product Officer at AWeber
Benefits of AMP email
AMP emails just make your emails look cooler. In addition to adding this “cool” factor to your emails, list these other benefits you might get:
Customers get the most up-to-date information
AMP emails are dynamic interactive, meaning the information you place in an email can change automatically.
For example, if you send an email with a popular product and the price or inventory changes on your website, it will be automatically updated in the email.
Faster check-out process
AMP emails can essentially take the 5 phases of the ecommerce purchase funnel and reduce it to 2 phases.
As? you ask…
By reducing the first 4 phases (site visit, product view, adding to cart and entering the checkout) to one phase. With an AMP email, your subscribers can search for products, check inventory, view product images, and more – all in your email.
Imagine someone opens your email and one click later makes a purchase.
Better customer experience
We all did – sent an email with an error, maybe it was the wrong offer, wrong price, or wrong contact details. With AMP for e-mail, this information can change dynamically so that your customer does not know about your overview.
Greater email engagement
Interactive email can increase your click-to-open rate by a staggering 73%. In addition, according to Epsilon, interactive content can generate up to 2x more conversions than passive content.
Stronger email deliverability
For AMP emails, all authentication settings such as DMARC, DKIM and SPF must be passed. Inbox providers who receive these emails look higher because they are more secure. Plus, these emails have been shown to have higher engagement, which leads to a stronger sender reputation and better deliverability.
The result is a high chance that your email will be sent to the inbox instead of the SPAM folder.
Types of AMP emails
With AMP for Email, readers can book an appointment, register for an event, sign up for a newsletter, leave a product review, answer a survey or quiz, or view a live update on parcel shipping – in one email. You never have to open a new window or go to your browser.
- Feedback form
- Mood widget
- Polls and quizzes
- Product page
With AMP for Email, you can now submit your question straight to the email. No leaving the inbox! This reduces friction for the user and increases our likelihood of getting answers.
A sentiment widget enables customers to give you instant feedback. You can think of them as quick “temperature checks” to make sure your subscribers may or may not find your content useful.
With AMP for Email you can make this element interactive and dynamic. In addition to clicking the smiley face or the frown in the email, you can also write your reply in the message.
Polls and quizzes
Create a poll or quiz right in your newsletter. Now that your subscribers have given an answer, you can view the correct answer for the quiz or the percentage breakdown of the survey. Directly in the email.
Sell a product right in your email. Your customers can choose size, color, quantity, etc. directly in the email. Select the purchase and you will be taken directly to the checkout page, with the item already in the shopping cart.
AMP email styles
A carousel allows your subscribers to click to navigate through different images, products, or blog posts in your email. If you want to display multiple pieces of content in your email, you can use a carousel to save space and improve the design of your message.
When a subscriber clicks an accordion, a section of the email expands to show more content. You can use accordions to allow subscribers to view additional information in your email.
A sidebar is like a navigation menu for websites or apps. If you want to give subscribers the ability to navigate to different web pages, use a sidebar.
Do you need to show different content to different subscribers? Now you can add buttons to your email so subscribers can completely change the content of a message.
For example, your subscribers can change the language of your email.
Add a working email subscription form to your message. Your subscribers can sign up for a webinar, email list, or event right from your message.
AWeber has experimented with interactive and dynamic forms in our popular weekly email, the AWeber newsletter. See what other AMPs for email elements we tested here.
Who Supports AMP Email?
Just because you’re sending an AMP email doesn’t necessarily mean your subscribers will see the interactive elements you’ve set up. Because AMP is relatively new, not all email clients support this technology.
Here are the email providers that currently support receiving AMP email.
In October 2019, AWeber added a survey to our weekly newsletter. Over the next five months, AMP’s engagement for email elements in our newsletter has increased by over 225%.
In fact, in response to one of the dynamic feedback forms, one subscriber said:
I have a question about this form in the email … will it be sent? What sorcery is that?
As AMP for Email becomes more prevalent over time, subscribers expect dynamic and interactive content in their emails. It will become the norm not to open a new tab to register for an event, provide feedback, or take a survey.
Subscribers want to take action in their inbox. And those who offer this opportunity will inspire their subscribers and be ahead of their time.
Try AMP today
With AWeber and AMP for email, your subscribers don’t have to leave their inbox or go to their browser to visit a website.
Instead, they can sign up for an event, sign up for a newsletter, leave a product review, answer a survey, or view a live update on parcel shipping – all in your email!
AWeber has one of the most popular AMPs for email – an image carousel – for our drag-and-drop email editor. The AWeber Image Carousel, powered by AMP for Email, is an interactive element that rotates through several image slides. You can include photos, GIFs, blog posts, or products.
As an AWeber customer, all you have to do is click on the carousel element in the toolbox and drag it into your email. Then add up to 6 images.
Previously, if you wanted to include multiple images, you had to stack them on top of each other, which took up valuable space in your email. The AWeber Image Carousel is compact, interactive and beautiful.
Here are instructions for the few simple steps you need to take to get started using AMP for email and the carousel in AWeber.