The Email is being AMP’ed

AMP for Email applications in travel industry. What is AMP for Email ? Let’s start with the Accelerated Mobile Pages (AMP) Project. It’s an open source framework that, according to Google, “provides a straightforward way to create web pages that are compelling, smooth, and load near instantaneously for users.” Basically, AMP pages are stripped back versions of web pages that let users interact and read articles without having to wait. How do they achieve this? A key feature of AMP is the removal of JavaScript, which can slow down the rendering of pages. Instead, lightweight AMP libraries deliver common functionality like carousels and lightboxes.

Interest in interactive email is high. At the beginning of 2018, marketers told Litmus that interactive email is the top email design trend of 2018, with more marketers expected to embrace interactive email techniques. AMP for Email, in theory, has the potential to bring email marketers a big step closer to their interactive email goals.

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. AMP for email only works in Gmail: Currently AMP for email is exclusive to Gmail. If your email list is primarily Gmail users, this may not be an issue. If it isn’t, you may have to create a non-AMP version of your email for non-Gmail users.

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. 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.

Schema.org is a markup vocabulary for structured data founded by Google, Microsoft, Yahoo and Yandex. It is actively maintained by an open community process. In search engine optimization (SEO), Schema.org is commonly used as additional semantic markup inside web pages to help making a website’s search result snippets stand out and eventually perform better. It is also used in other popular forms of structured data in digital marketing, for instance in Facebook’s Open Graph and in Twitter Cards. In Email Marketing, however, Schema.org is still a ‘secret weapon’ that helps you to stand out from regular emails sent by your competitors.

With Google Apps Script, Google for example provides a free service for interacting with user data, other internal as well as external systems. You can use Apps Script to test your markup by sending yourself an email including schemas.

As an innovation leader, you should be amongst the first in your realm to implement Schema.org into your email marketing toolbox, allowing you to be seen as a technology leader in your field. Moreover, it allows you to enhance your email marketing platform with necessary enhancements and changes required to fully being able to deliver the additonal semantic markup code. Read extra on email marketing trends on https://emailinnovations.com/events-directory/.

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.

It’s safe to say, this project is going to shake up the email marketing space, which has wrestled with poor HTML standards support in many email clients (including Gmail and especially Outlook) for years as the rest of the web has embraced modern and interactive standards. While Gmail introduced better support for CSS in 2016, developing emails in 2018 still requires outdated tables and hacking code. So what does AMP for Email look like on the front-end? Imagine you get an email from Pinterest and you want to save a pin you see in your email to your actual Pinterest account. AMP for Email lets you do just that.

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