February 15, 2018 3:00PM /Avadhoot Revankar, Netcore
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).
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.
is an example of what you can expect:
so much more we can do:
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.
How will things change for Martech adopters?
AMP in emails, we can accomplish multiple stages in the customer journey via
just one email.
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.
expect Google to roll out this feature later this year, with others ready to
is Chief Marketing Technologist & CSM at Netcore Solutions Pvt. Ltd