How the travel business will benefit from AMP for Email. What is AMP for Email ? For the past few years, we’ve worked to make mobile pages load faster through an open-source framework called Accelerated Mobile Pages (AMP). AMP started as an effort to help publishers, but as its capabilities have expanded over time, it’s now one of the best ways to build rich webpages. With this came the opportunity to modernize one of the most popular places where people spend their time: email.
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. There’s little support from ESPs: Emails using AMP aren’t like traditional emails, so, they can’t be built the traditional way. If your email service provider can’t support the technology needed to create them, you may find yourself unable to.
What are the benefits in Email Marketing for the Travel Industry? In the travel industry, especially for travel agencies and online travel booking portals, email marketing is the most important direct communication channel for getting in touch with their customers. There already plenty of good reasons to use email as your number one channel. But email is lacking dynamic elements. The recipient has to be referred to a website in order to perform further action. However, this technological gap is going to be closed rather soon with Google’s AMP for Email. Live Updates: Instead of the need to search for updated information (e.g. flight delayed, new gate, etc.) in his inbox, the user can simply open one AMP-based email and the updated information is already available. Read extra details at Travel industry developments : newsletters with AMP for E-mail.
While marketers are excited about getting started with AMP for email, we have to wait for ESP support. And right now, the majority of ESPs are showing no signs of supporting AMP’s MIME-type. This situation may feel familiar to email marketers. In May 2015, the new Apple watch MIME-type was released, which still has almost no support from ESPs.
It’s vital for marketers to know how well their email campaigns perform. Currently, marketers can use a range of analytics software and email metrics to get all sorts of engagement and revenue data from their email campaigns.
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.