In an effort to offer users a more efficient mobile browsing experience, Google has led a coordinated push to develop Accelerated Mobile Pages, or AMPs. These mobile sites are enhanced for fast, convenient use on portable devices.
Recently, Google announced that it would also start granting preview access to its AMP for email framework. An AMP email would theoretically offer more dynamic content than a typical one, along with enhanced functionality.
Mobile marketing teams should pay attention to this important development. According to research, most people access mobile email instead of checking their inbox via a desktop computer. If mobile web marketing teams can offer customers a convenient email experience via their smartphones and tablets, it’s very possible that both engagement levels and conversions will increase.
Should marketing teams opt for the AMP for email framework? Since the tech is so new, it’s difficult to say for certain. However, the following information will help organize the potential pros and cons of this option.
Reasons to Embrace AMP for Email
Delivering dynamic email content that boasted the features of a full web page while also loading efficiently on mobile devices used to be difficult. That may no longer be the case. Thanks to accelerated mobile pages, it might soon be possible to expand the potential of mobile marketing in ways that will benefit both users and brands.
For example, perhaps your mobile web marketing team sends an email to customers promoting a deal or new product. If customers want to make a purchase, you’ll likely have to redirect them to a website via a link within the message. This creates a disconnect which limits the amount of customers you can expect to take action.
With AMP’s mobile friendly email templates, it could be possible to include a form directly in the email allowing customers to make a purchase without exiting the page. This would likely result in a higher conversion rate.
This is a major expected benefit that would come when you optimize email for mobile. That said, there are some who believe there could be downsides to using accelerated mobile pages for email. It’s worth paying attention to their criticisms in order to properly strategize.
Why AMP Email May be a Bad Idea
As some have pointed out, email is one of the most consistent and predictable elements of an internet user’s experience. Although the methods for accessing emails have shifted to mobile, the average person still understands that emails primarily serve to communicate information. Unlike pages or applications, mobile emails don’t download anything, you can’t make purchases through them, and they offer essentially no interactivity.
It’s possible customers will resist this new form of AMP email marketing if they fear they might accidentally download or purchase something via an enhanced message. Additionally, mobile email design teams might be overzealous in their efforts to make use of the new features AMP for email offers.
Dynamic content is important, but you don’t want to overwhelm readers. To optimize email for mobile, you need to ensure the content is easily digested on a mobile device. AMP for email could result in messages that are better consumed on a larger screen.
That doesn’t mean marketing teams shouldn’t explore the potential of AMP mobile solutions. It simply means that, as always, it’s important to monitor how effective an overall campaign is.
Accelerated mobile pages for email will undoubtedly change how mobile marketing professionals approach campaigns. By constantly monitoring your efforts and adjusting strategy when necessary, your team can leverage this new framework to your advantage.