AMP Email - The future of email

The internet is a fast-moving medium, a place where new technology has totally changed the way we communicate, socialize, work, learn and relax. It has also changed the way we do business and as the technology has evolved, so the rate of change has accelerated.

There is however, one part of the internet that has barely changed at all – email.

Early email was plain text; just plain old words on a white background.
It wasn’t long before email included HTML, which meant that we could add fonts, colours, images and hyperlinks into our communications.

However, that was twenty years ago and literally nothing has been added to the capabilities of email despite the fact 281 billion emails are sent DAILY.

Put into context, we only make 12.5 billion phone calls a day. We send 1 billion Facebook Messages, 65 billion WhatsApp messages and 23 billion SMS messages, so email is by far, our most used method of communication. What’s more, its growing, with estimates of 320 billion emails being sent per day in 2021.

In March 2019, Google announced the launch of AMP emails.

Signalling the way forward for our favourite means of communicating, AMP email opens up a whole new world of marketing opportunities through the inclusion of features such as videos, forms, navigation menus, tabbed areas, slideshows, reveals and overlays, all within the body of an email.

Until now, we could make it look as though an email contained a video or a form, but when the recipient clicked on either, they would be navigated from their emails to a website where they would then watch the video or complete the form. This trickery is not lost on recipients and is the primary cause for drop-offs, the failure to complete the process. The contents of traditional emails are also static and current only at the point of creation, at best.

With AMP email, the rich media experience is real and what’s more, AMP emails can contain dynamic or live data that updates the content of the email continuously. Whether this content includes offers, price reductions, time countdowns, latest news or similar is up to the marketeers to experiment with.

Creating AMP emails is not quite straight-forward, and it will be some time before email campaign services will have AMP compliant template builders, so AMP emails have to be hand coded.

AMP email creation, along with AMP enabled websites are a service offered by iCentric, so challenge us now, to create something amazing for your customers.