In this fast-paced world, consumers want convenience and they want to attain it with great speed. With nearly 74% of consumers using search engines to find local business information, speeding up this process, efficiently has become more important than ever.

Well, Google understands this and on the 26th March 2019, they launched AMP (Accelerated Mobile Pages) HTML email. This is an open source technology, by Google that has paved a way for interactivity and sending dynamic emails to the subscribers.

With the process of making your product/service easy to find and spreading the world an integral part of any digital marketing strategy; AMP has given email marketing the boost it needs to regain is popularity in the marketing game again.


What is AMP (Accelerated Mobile Pages)?

Developed by Google in collaboration with Twitter, AMP (Accelerated Mobile Pages) was designed and implemented with the aim to provide a better and faster mobile experience for search results, which includes ‘rich’ content like infographics, PDFs, audio or video files.

AMP is described as a bare-bones version of one’s mobile page, displaying content that matters most and gets rid of taxing content on one's sites, decreases the speed and performance. With AMP pages protocol allowing ultra-lightweight and super-fast search results, it’s been seen as the ideal go-to for mobile page rendering standards.

 A well-implemented AMP website will:

  • Increase the volume of organic search traffic.
  • Help web pages load faster.
  • Improve usability and convinces users to stay longer.
  • Increases better engagement, reducing the bounce rate and improves mobile ranking.
  • Allows users to complete tasks typically reserved for websites right in their email.
  • Increases revenue.

However, AMP does not improve engagement on its own. Therefore, it is advised that users need to have the best of both worlds: fast loading speed and superb content.

What new features does AMP bring to email?

AMP’s addition to email has set out to revamp the way we see and use emails.

AMP allows a nee interaction to take place in emails which enables one:

  • Submit RSVPs to events
  • Fill out questionnaires
  • Browse catalogues
  • Or respond to comments right

- All right within the email!

Users will now have a much more interactive, real experience while keeping their inboxes safe and staying up to date with fresh content.

What are the benefits?

AMP benefits do not stop there, some additional benefits are:

Improved speed:

AMP was produced to make websites faster and is excellent in doing this job indeed. The average load time of an AMP page is less than one second. It is four times faster than a traditional mobile website.

Greater visibility:

Besides showing up in usual search results, AMP pages have their own image-based carousel. A carousel appears on the very top of the search results page (even higher than paid results) and naturally draws more attention and higher click-through rates.

Higher search rankings:

 Even though AMP is not a ranking factor (yet), it affects other critical aspects, like load speed, bounce rate, and time on page. These elements contribute to healthier SEO and can boost a website’s position in mobile search.

More effective ads:

By cutting off JavaScript, AMP restricts the choice of ad types, but in the same way, it can make an ad more powerful. If a full-version page is overloaded with calls-to-action (like pop-ups, social sharing buttons or sign-up forms) an ad is likely to get lost among them. AMP removes all those distractions and thus makes the ad more noticeable –80% of publishers reported higher viewability of ads on their AMP pages.

How AMP can improve emails?

As we all are aware, email marketing has been around for a very long time. It continues to be successfully used by many companies across the world. However, with email marketing that has now become a dated medium in terms of content, one can only imagine the great impact AMP will have on emails.

Partnering the two, AMP and Emails, could not have taken place at a better time, considering the increase in market growth. Email users, especially companies who rely on email marketing are guaranteed to have a way better experience. As dynamic content are used, users can be sure to always receive updated information and most importantly are alleviated from unnecessary processes, such as that of having to visit a separate landing page.

Studies prove that 72% of people prefer to receive promotional content through email marketing and AMP is becoming the greatest thing that could have ever happened in the existence of email marketing.

Which email services is AMP compatible?

Some major email providers around the world are already supported with the AMP project and are greatly benefiting, from the new features AMP has to offer.

Email services that already support AMP:

  • Yahoo Mail
  • com
  • Ru
  • Gmail

Email marketing gets a new start

This AMP project is becoming a breath of fresh air for email marketing. This is just the boost email marketing needs in order to engage the consumer and having this kind of support will provide more opportunities, not just for direct marketing, but for CRM (Customer Relationship Management). 

For information about AMP and how to implement AMP for your business, view this helpful video by EmailMonks explaining what AMP is, the pre-requisites to send AMP email and its great applications across the diverse industries:


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