Google’s Exciting New AMP Feature in Gmail to Bring Life to Emails


Thursday, February 15, 2018 3:00PM /Avadhoot Revankar, Netcore 

Accelerated Mobile Pages (AMP) has been around for some time now, a technology that is used to improve mobile page performances. Here is the good news!: Google is bringing it to emails to help brands take this channel to another level. This is sure to add spice to Martech (Marketing Technology).

AMP in email will enable us to create interactive and engaging email experiences. From a marketer’s point of view, it will make conversion easier, and help drive more of relevant traffic to the website and app.

Here is an example of what you can expect:

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There’s so much more we can do:

1.      Form fill within the Email: Your email can now carry a form to be filled by the consumer, saving them precious time and effort. For example, a BFSI brand can get its customer to directly submit a form in its email for their cross-sell campaigns, rather than direct them to the landing page on their website. 

Dynamic & Actionable content in Email: Your emails can now have dynamic content, which means that the email you send your customer will update its latest offers according to the day or time the customer chooses to open the email. You can also have your website workflow inside the email itself and take the user on the website only on the last stage of the funnel.

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How will things change for Martech adopters? 
With AMP in emails, we can accomplish multiple stages in the customer journey via just one email. 

Marketers can also use emails with AMP to qualify the user’s interest based on their interaction with the email in the following two ways: 
1. Retargeting a user from another channel if they double-clicked on an interactive email.

2. Calling a user who progressed till the 3rd stage of viewing the exact product on email but did not visit the website. 

We expect Google to roll out this feature later this year, with others ready to follow suit. 

*Avadhoot is Chief Marketing Technologist & CSM at Netcore Solutions Pvt. Ltd

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