Wouldn’t it be cool to interact with website content, answer a survey, RSVP to an event, or schedule an appointment without ever leaving your Gmail inbox? Imagine the opportunities for increased interactions with your audience, if they could convert directly within an email. Well, it’s your lucky day. Google announced Accelerated Mobile Pages (AMP) will be released for Gmail later this year.
Today, we’ll talk through how email marketers can prepare for Gmail AMP.
What is Accelerated Mobile Pages?
Accelerated Mobile Pages (AMP) isn’t actually a new feature. In 2015 Google launched AMP to enable publishers to make mobile pages load faster.
“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 web pages. With this came the opportunity to modernize one of the most popular places where people spend their time: email” – Gmail Product Manager, Aakash Sahney (Litmus).
Google is taking full advantage of AMP, incorporating it into both desktop and mobile Gmail.
Ideas for Using Gmail’s AMP
With AMP, links are hosted within Gmail, so e-commerce brands can show real-time inventory and automatically update promotions and discounts based on availability. What’s more, your customers can even track their packages within the email. Service companies can easily let recipients schedule appointments right within the inbox, instead of taking them to a new webpage.
Similarly, newsletter recipients can open and enjoy articles or blog posts right within the Gmail inbox. If folks need to fill out a survey or questionnaire, they can conveniently do it without ever leaving the Gmail inbox.
What Does This Mean for Email Marketers?
Since AMP is only available for Gmail, email marketers will have to create separate versions of their emails, specifically for Gmail recipients. Is the enhanced functionality worth the extra time?
First, find out how many of your email recipients open on Gmail to decide if the volume is high enough to warrant the time investment. On average, 26% of emails are opened on Gmail, making it the second most popular email client worldwide. Are your main consumers B2C? Then, they’re more likely to use Gmail. However, if your main consumers are B2B, they’re more likely reading your emails via Outlook.
Second, how you measure performance metrics needs to evolve with Gmail’s AMP. For instance, clickthrough rate should be replaced by an alternative measurement, since recipients are clicking, but never leaving, the email. You’ll need to analyze Gmail recipient performance differently than your other recipients to account for this new interactivity.
How To Prepare for Gmail’s Accelerated Mobile Pages
For now, Accelerated Mobile Page emails are only available through Gmail’s developer preview. If you can’t wait, sign up to preview the program.
Pinterest, Booking.com, and Doodle are already using the developer preview of AMP for Gmail. Pinterest is using AMP to let recipients browse and interact with different boards without ever leaving Gmail!
Say goodbye to waiting for a new window to load, and hello to interacting with content right within Gmail!
Ready for the future of email marketing? We’re super excited for Google to release AMP support in Gmail later this year. In the meantime, try out the developer preview, and analyze how many of your recipients use Gmail. If you have a substantial or growing Gmail audience, start brainstorming how your company will use this capability. Change in email marketing is daunting, but inevitable, so prepare now for innovations like Gmail’s AMP.