AMP for Email: Email Marketer’s Key to Higher Conversions

What is AMP for Email?

AMP for email is an open framework announced by Google in 2015. AMP email is a technology that has allowed email marketers to embed interactive elements into their emails. These elements can be carousels, accordions, confirmation, purchase buttons, etc. This allows the recipients to perform a given action within the email itself.

It also enables you to create content that is updated in real-time. This means that recipients of the emails can view live information. This is like being able to view live scores of a cricket match being updated after every ball without needing to refresh the whole page.

Why AMP for Email?

Creating a dynamic email experience became much easier with AMP. With AMP emails, emails now had the inclusion of different interactive elements like forms, carousels, accordions, and more.

59% of marketers say that email is their number one source of return on investments (ROI). For perspective, Oyo, the world’s third-largest hospitality chain, has seen the below changes with the use of AMP for emails.

Here are some other things that AMP allows your emails to do:

– Bring a richer experience to the audience by making emails visually appealing.
– Allow recipients to interact with different elements in the mail.
– Complete action from within the email.
– Deliver dynamic content that is updated in real-time.

Using AMP for Email the Right Way

The features of AMP have provided the email marketers with enough scope to scale their promotions and get better results. Here are a few ways how AMP can help in getting better conversions:

1. Generate leads

Generating leads is an important part of any business. It is important to know about your audience and their preferences. It helps in detecting potential customers. The more information you have about your audience’s preferences, the easier it is for you to segregate the target audience for a particular product or service. Because of better interactivity and higher engagement, the conversion rate of lead generation campaigns is higher than standard emails.

Aeroleads is a website that allows you to do the same externally. They also have a Chrome extension that helps you find verified business emails of your prospects and leads along with their job title, company, website, etc. in real-time. Their email finder tool is very easy to use.

2. Integration of forms

AMP for emails allows you to integrate forms right in the email. It can be done with any kind of form like a survey form, a feedback form, or even a form to collect information about your audience. ESPs like Mailmodo let you create such emails with interactive forms as well as analyze all of the collected data in one place.

The upside of the integration of forms is that it is easier for the audience to fill. They don’t have to be redirected to a different page to fill out the form. Razorpay was able to boost its form submission rate by 275% when it shifted to using AMP.

3. Personalized email newsletters

AMP allows you to send personalized emails. This means that you can send an email to a group of people. Your recipients would still receive emails that address them by name and the subject lines have their names in them. Emails with personalized subject lines have a 26% higher chance of being opened.

4. Recovering abandoned carts

Carts abandoned by customers on an e-commerce website can be sent directly to their inbox with the use of AMP. Customers will be able to see all the same items in the cart in the mail. The customers can simply click on the call-to-action ‘Checkout’ to be redirected directly to the payment page. Merchants on Ecwid, an e-commerce platform, report a boost in sales by 82% following this trend.

5. Gamification

Gamification integrates games in the emails with AMP. It increases participation and rewards the customers with coupons to use on their next purchase. This gives more incentive to your readers to make a purchase on the website, even if they were not planning to.

Having a ‘spin the wheel’ which spins when clicked on or a slot machine with a lever can be great examples of gamification in emails.

6. Create interactable emails

AMP allows you to create emails with elements that the readers can interact with. The trick is to engage your audience. The interactive elements allow the users to submit their responses. They even act a certain way based on the response received.

For example, you can have a question about the preferences of the customers with a few options. Once the customer chooses his preference, the element can show what percentage of people have chosen which option.

7. Automation and triggered emails

AMP allows you to have automated and triggered emails. For example, you can have a welcome email ready to be sent to any new subscriber and can be triggered by that particular recipient subscribing to the email newsletters. Another example can be a welcome email sent to a customer when he creates a new account on your e-commerce store.

These emails are automated and use the information, like name, provided by the customer while signing up to send a personalized email to the customer in the inbox. These emails may even include a survey form to collect feedback on customers’ experience of signing up in the store. Check out an example below:

8. Easy to make

Earlier, you would need to know how to code to make an interactive email using AMP. But it has become much easier with time and we have ESPs like Mailmodo that allow you to make changes to your templates using a simple drag and drop editor which is very easy to use and gives great results.

You can have different templates for different mailing lists and for different email campaigns. These templates are editable and can be tweaked to suit the needs of your business and match its profile.

9. Product recommendations

Ecommerce websites track the activities of visitors on their websites. Based on the collected data, the algorithms of these websites help in predicting the preferences of the visitors.

AMP for emails uses this to send product recommendations to these customers. The emails contain a curated catalog of products that have higher chances of being bought by that customer. This dramatically increases the chances of sales.

These emails are automated. Every customer receives a different catalog that is tailored specifically for him based on his or her activity on the online store.

10. Replenishment emails

Repeat customers are very important for any business. There are some daily-use products or even some products that customers order from an e-commerce website at regular intervals. Businesses use this information to send reminders to the customers to buy a certain product after every regular interval based on their ordering activity.

These emails may have reminders to order specific products or even have a cart within the email with these products already added in it. The customers can simply click on the ‘Check Out’ call to action button and place their order just by making the payment. If the customer has his payment information already added, he can complete the order in just 2 clicks.

Ometria found an average open rate between 50-60%, an average click-through rate between 40-50%, and an average conversion rate between 10-15% for these replenishment emails.

Wrapping it up

AMP emails yield phenomenal results because of the interactivity and hyper-personalization that it offers. Recipients themselves have shown a positive attitude towards interactive emails. More than 50% of recipients said they wanted to interact with the content inside their email.

According to Salesforce, 84% of customers say that being treated as a person, instead of a number, is the key to winning their business. What this means is they want their mails to be addressed to them and AMP provides this personalization.

If the ability to interact with their emails is the required trait for better conversions, AMP for email has proved itself to be the key to it.