Using Accelerated Mobile Pages (AMP) to modernize your email campaigns

Accelerated Mobile Pages (AMP) email campaigns are transforming the way businesses engage with their audiences. As email marketing continues to be a key strategy, staying ahead with innovative approaches is crucial. AMP emails offer enhanced interactivity and engagement, which can significantly boost your click-through and conversion rates.

What are AMP emails?

AMP emails use the AMP framework to create dynamic, interactive content that can be directly viewed in the email client. This technology ensures faster loading times on mobile devices and enables the inclusion of interactive elements, like carousels and forms, without leaving the email client. This level of interaction was previously unattainable, making AMP emails a powerful tool for marketers.

Why AMP adoption is lagging

Despite being introduced in 2018, AMP emails haven’t seen widespread adoption. This is primarily because many email marketers still grapple with the basics and find it challenging to experiment with new use cases for specific campaigns. However, integrating AMP into your email strategy is essential to stay competitive.

Benefits of AMP emails

• Increased interactivity — AMP emails allow for interactive elements such as forms and carousels, which keep your audience engaged directly within the email. This interactivity can lead to higher engagement and improved inbox deliverability.
• Improved engagement — By creating a more immersive experience, AMP emails increase the time your audience spends on your content, boosting conversion rates. They also enable personalized experiences to foster stronger customer relationships.
• Higher conversion rates — The engaging nature of AMP emails encourages recipients to take action, thereby increasing conversion rates. Personalization further enhances the relevance and effectiveness of your content.
• Better mobile experience — With over 60% of emails opened on mobile devices, AMP emails are optimized for fast loading and mobile-friendly displays, ensuring a seamless user experience.
• Enhanced analytics — AMP emails provide detailed analytics, allowing you to track user interactions such as clicks and form submissions. This data helps you refine your campaigns for better performance.

Our results show promising improvements, with a 30% increase in sourced annual recurring revenue (ARR) per 1,000 emails and higher click rates throughout the campaign.

Shifting to a customer-centric strategy

AMP can help shift your email marketing from a brand-centric to a customer-centric approach. It enables marketers to create a more immersive, personalized experience, moving beyond the traditional batch-and-blast method. AMP emails make your communication more engaging and relevant, helping to build a deeper connection with your audience.

Getting started with AMP

If you’re new to AMP, start with a specific journey where its use cases can enhance the experience, such as real-time feedback surveys, event check-ins, or product launches. This focused approach can help you understand the benefits of AMP without overwhelming your resources.

Incorporating AMP into your email marketing strategy offers numerous advantages. By creating interactive and engaging emails optimized for mobile devices, you can boost engagement and conversion rates, and build stronger customer relationships. Stay ahead of the competition by leveraging the power of AMP emails in your campaigns.

Learn more about Adobe Campaign and how it can help you improve your email marketing efforts.

Gaurav Sharma is an email marketing specialist with a knack for devising creative mail strategies, analyzing market trends, and enhancing campaign effectiveness.