How the travel business will benefit from AMP for Email. What is AMP for Email ? In February 2018, Gmail announced native support for dynamic and interactive emails powered by AMP-an open-source technology from Google that’s designed to improve the performance of web content, in particular on mobile devices. Using a separate MIME-type, marketers will be able to leverage AMP to add interactivity to their emails.
Thus far, email content has been primarily static. The user cannot engage with it other than to read, watch, or click through. With AMP for email, dynamic content allows for more versatile engagement, like form submission, for example.
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. It may confuse users: The problem with completely changing the way we use email is that it could potentially be too much too soon.
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: Behavioral targeting: Based on a first email open the following email opens can already lead to a more accurate choice of products for the subscriber based on click behavior, opening time, device or spatial data. See extra details at How the travel industry will evolve with AMP for Email.
To better understand marketers’ thoughts on AMP for Email, we polled over a thousand marketers on whether they’ve heard of AMP for Email, and if they had any plans on using it. Of those that did know what AMP for Email was, 31% said they were very likely to use it.
However, it’s not clear how marketers will be able to track and report on AMP-powered emails. In interactive emails, much more of the engagement is happening within the inbox-whether it’s hovering over items in a carousel or clicking through a selection of deals-and none of these actions can be measured with traditional email marketing metrics. If marketers are keen to implement AMP-powered emails, it’s clear that they would need to rethink how email performance is captured and measured.
But not everyone is convinced we need this. TechCrunch says it’s a terrible idea “borne out of competitive pressure and existing leverage rather than user needs.” Ouch. To help you make your own mind up, this article will cover some of the key information you need to know about working with the new AMP for Email spec, its potential for modernizing email, and possible use cases for designers, marketers and content creators.