The layout of traditional email is fairly rigid. AMP for email opens it up with elements like a carousel for media, lightboxes for images and text, and accordions for showing and hiding different sections.
While AMP for email brings revolutionary potential to a powerful medium, not everyone’s convinced it’ll be for the better. In a blog post for Litmus, Jain Mistry outlines a few problems the technology may face: Tracking may be limited: Tracking is crucial to optimization. Currently, marketers can track opens, clicks, etc. to improve campaigns. When you add to the list of actions users can take, you also add to what marketers must to track. Will there be ways to track them?
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: Real-time: Show only selected products based on their real-time availability and up-to-date pricing. Even if the email recipient opens the email a day or two later, it will then show those products available and at the price at that specific moment in time. Basically: With every email open, quite possibly, the information rendered in that email can change. See more details at AMP for Email applications in the travel industry.
But marketers’ excitement isn’t the only factor that will influence the adoption of AMP for Email. In fact, there are some major hurdles that might hinder marketers from even getting started with creating AMP-powered emails. Creating interactive emails using AMP for Email isn’t as simple as creating an HTML email. AMP for Email requires a third, separate MIME-type: text-x-amphtml.
Email developers have long craved the kind of coding standardization that the web has had for years. Despite efforts from the email community, that standardization still hasn’t happened. AMP-powered emails rely on client-specific coding—again, it’s only supported by Gmail. That is another step away from email coding standardization, and will require email developers to learn another specific skill set in order to simply build an email.
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.