The Email is being AMP’ed
How the travel business will benefit from AMP for Email. What is AMP for Email ? Today, we’re bringing the power of AMP to email through the Gmail Developer Preview of “AMP for Email.” This new spec will be a powerful way for developers to create more engaging, interactive, and actionable email experiences.
One of the most frequently asked questions about AMP for email is: Can you do all the things with AMP for email that you can with AMP? The answer is “no.” However, AMP email is far less constrained than traditional email. And while you can’t use ALL of AMP’s commands in Gmail, you can still create a highly rich user experience.
AMP for Email is currently exclusively available for Gmail users. While Gmail is one of the most popular email clients with 26% of all emails opened in a Gmail inbox, on average, the audience for consumers that could see AMP-powered emails is limited. And it could be lower depending on your own audience. AMP for email only works in Gmail: Currently AMP for email is exclusive to Gmail. If your email list is primarily Gmail users, this may not be an issue. If it isn’t, you may have to create a non-AMP version of your email for non-Gmail users.
What are the benefits in Email Marketing for the Travel Industry? With AMP for Email, the benefits in email marketing for travel agencies and booking portals are huge. Here are some interesting examples how the travel business can significantly benefit from more dynamic emails in their email newsletter campaigns: Save website bandwith: Especially during seasonal peaks (i.e. winter holidays) booking websites tend to reach their request limits rather quickly. AMP-based emails will help to keep your customer busy and up-to-speed even if the website is down or slow.
Schema.org is a markup vocabulary for structured data founded by Google, Microsoft, Yahoo and Yandex. It is actively maintained by an open community process. In search engine optimization (SEO), Schema.org is commonly used as additional semantic markup inside web pages to help making a website’s search result snippets stand out and eventually perform better. It is also used in other popular forms of structured data in digital marketing, for instance in Facebook’s Open Graph and in Twitter Cards. In Email Marketing, however, Schema.org is still a ‘secret weapon’ that helps you to stand out from regular emails sent by your competitors.
With Google Apps Script, Google for example provides a free service for interacting with user data, other internal as well as external systems. You can use Apps Script to test your markup by sending yourself an email including schemas.
A quite similar process is necessary if you want to see the Microsoft Outlook way of Schema.org implemention in action. You must go through through Microsoft’s registration and verification process before you can use the actionable messages in Outlook: Microsoft’s email sender guidelines. Schema.org is primarily used in Gmail and Outlook, summing up to a substantial email client market share in the business world. However, it can be speculated, though, that these enhancements will drive innovation even further, also affecting other email service global players and their email clients such as Apple Mail. See more on email marketing trends on How the travel industry will benefit from amp for email.
Clearly, marketers are excited about the prospect of leveraging AMP to easily create interactive experiences for their audiences. For a long time, interactive email has been seen as a technique that only large brands with extensive development and design resources can execute on. AMP for Email could make creating interactive email more accessible for all marketers, especially those with lots of Gmail users among their subscribers.
Marketers often wish they could update the content of an email after it’s been sent to correct a mistake or refresh an offer. With AMP-powered emails, marketers will be able to do just that. But, the question is, should they be able to? Updating an email post-send could be troubling or confusing from a subscriber perspective. A medium known to consumers as a static one turns into a dynamic feed that the sender can change as they please. Imagine opening the same email once, twice, and then a third time expecting to find the same content and not? It’s a tactic that may lead to losing trust among your subscribers—a valuable commodity in email marketing.
It’s safe to say, this project is going to shake up the email marketing space, which has wrestled with poor HTML standards support in many email clients (including Gmail and especially Outlook) for years as the rest of the web has embraced modern and interactive standards. While Gmail introduced better support for CSS in 2016, developing emails in 2018 still requires outdated tables and hacking code. So what does AMP for Email look like on the front-end? Imagine you get an email from Pinterest and you want to save a pin you see in your email to your actual Pinterest account. AMP for Email lets you do just that.