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Interactive e-mails in 2021


  • AMP = accelerated mobile pages = technologies that allow you to create websites that load very quickly; has been designed to work for all display sizes, but certain aspects are for mobile phones (AMP) only

  • Conversion actions that the (potential) customer performs (news subscription, product purchase) and are very important for the company

What does AMP technology mean for e-mails?

Hundreds of emails arrive in your inboxes every day. Most people are used to the fact that the e-mail they receive is
static. AMP for emails is trying to change this and raise the impression of the received messages to a higher level
through various interactive elements and interesting dynamic content, which appears immediately after clicking on
the message without any redirection to another page. In this article, we will talk about how AMP is used in emails, we
will mention a few practical examples and the reasons for and against, and we will also briefly turn to AMP ads.


AMP in practice

AMP in e-mails

Now let's take a look at what you can find in AMP emails.

As mentioned above, most e-mail messages are designed so that the recipient can only view, read, and click through
them to the website. However, AMP makes these emails more attractive through various forms of dynamic content.
One of them is forms, surveys or fun quizzes and crossword puzzles, which users can fill out directly in the email. In
the case of surveys and quizzes, the results will also appear right there. You can also implement a chatboat in e-mail
that asks questions and then responds immediately.

It is also possible to create an AMP email in which the author of a Google document can respond to comments without
having to open the document in a new tab.

Furthermore, AMP comes up with new elements within the email layout - it allows recipients, for example, to click
through the images sent in the inbox. There is also the option to hide and reveal individual sections of emails or show
the menu bar.

This can be used, for example, in e-shops and to send potential customers messages about products that recipients
have in the past attracted to the recipient or added to the cart, but did not make a purchase. Recipients will then find
product details, pictures and even a "buy product" button in these emails.

Among other things, AMP emails also offer elements that allow fast loading of images and animations. There is also a feature that changes the information contained in the message after it has been received and read by the recipient. (Instapage, Stripo, Dyspatch)



Examples form practice

Using AMP technology in emails today is still not very common (especially in the Czech Republic). Nevertheless,
many have already tried it.

One of the companies that AMP has implemented in e-mail for its audience is Booking, which allows you to view photo
of this accommodation directly in the reports in which it recommends specific accommodation to those interested. But
that's not all - other destinations are included in the same report, from which you can choose one and immediately
another offer with accommodation options in the given place will be displayed. The e-mail can also be used to set how
often the recipient wishes to receive such messages or cancel their sending, if they do not care about them at all.

The social network Pinterest through AMP allowed its users, for example, after clicking on pictures with dishes to display recipes or start following the proposed pages immediately through the received email without redirection to the web. In addition, after users start following the proposed Pinterest profiles or topics, they will see others that they may also be interested in.

Doodle is a tool that makes it easier for all participants to set a suitable meeting date through surveys on choosing a suitable place and time. Until recently, Doodle only worked through its website, but thanks to AMP email technology, it is possible to enter data directly within e-mail and at the same time monitor how many meeting participants have already completed the survey and whether any of them added a comment. It is therefore not necessary to send another message that another person has completed the survey or joined the discussion, as the original email always contains current data. After gathering information from each participant, the organizer will be shown the date when most of them have time for the meeting and other possible dates when most people would still meet. After selecting the deadline by the organizer, participants will of course receive a notification.

This is a prime example of dynamic content and one of the most striking aspects that distinguishes emails using AMP technology from classic ones. (Instapage)



Be careful when implementing


Implementing these features and features undoubtedly brings a number of benefits to email senders.

Recipients of AMP e-mail can reply directly to other sites in the e-mail without having to be redirected, participate in
events to which they have been invited, fill out questionnaires or surveys, make reservations and customize content. Simply put, AMP technology in emails allows you to perform certain actions faster and with fewer clicks and redirects.

Implementing AMP in emails is not hard, and if done correctly, AMP features and functions will work for all users of
the platforms that support them.

AMP strives to ensure the security and privacy of recipients by using only some of its features in e-mail. It also
does not allow third-party advertising components in messages.

However, this does not mean that AMP technologies cannot be used for promotion in emails. On the contrary - in this way the interest of existing and potential customers is better maintained and valuable feedback is obtained. For example, if the questionnaire appears directly in the email, the recipient is more likely to complete it than if they had to click on the link and fill it out on the webpage in a new tab. (AMP, Instapage)



But not all modern interactive elements welcome them with open arms, and it is true that there are disadvantages to
AMP in emails.

First of all, AMP is not supported by all email service providers. At the time of publication, only Gmail, Yahoo Mail
and give the green light.

In addition, most users are not used to anything like this at all. After reading the email, they expect that if they want
to return to it, they will see exactly the same content as when they first opened it. However, AMP technology makes it
possible to change the content of messages based on the current situation, which can cause doubts and a loss of
confidence for many, if AMP is not implemented slowly enough and with attention to the dynamism of the content.

Marketers routinely monitor how many recipients have opened a message or clicked on a link in it to see if the campaign is properly serving its purpose. Some of the actions that users take in interactive email may not be easy to track. (Instapage) 

What to avoid?

As follows from the above, it is certainly appropriate to consider whether the email addresses it is planned to target
are the right ones for AMP. The use of AMP technology is more suitable within B2C, because, for example, Outlook,
which is a typical corporate e-mail platform, does not support AMP in its e-mail.

However, this does not mean that emails using AMP technology will appeal to everyone within B2C. If your audience
includes older and more conservative individuals, it's a good idea to use them with great caution or sometimes to
avoid them at all.

Younger target groups are more likely to appreciate the dynamism and innovation. These people like to handle things
as quickly as possible and want easy access to the latest information, so most of them welcome automatically changing invalid information to current information, the ability to make a reservation or order or fill out interactive quizzes in email without wasting time visiting other sites and by reading many new messages with updated information.

In conclusion

AMP in ads

In addition to emails, AMP also plays a role in banner advertising. While ad content is very compelling and original, if
it's intrusive and slow to load, it may not serve its purpose. AMP ads are trying to prevent this. Compared to regular
HTML ads, they use AMPHTL, which allows them to load ads an average of 5x faster, increasing their views, user
engagement, subsequent website clicks, and conversions *. They can also be published on sites that do not use AMP
technology, and are also displayed after verification and therefore do not contain malicious malware. (AMP)

AMP technology is no longer just a matter of websites, but also reaches emails and advertisements. Although some
are skeptical about the presence of interactive features and dynamic content in these areas, and AMP is certainly not
suitable for every occasion, using this technology is a modern and original way to engage some of the target audiences
and is definitely worth a try.