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Amp for Email podcast episode (What are the benefits (Extra secure? ("…
Amp for Email podcast episode
What is it
New email format making email more like an app or website than a static email
changing content based on refreshing data, actions taken and behaviour.
4 google use cases
recently published
Replying to a comment in a google doc directly within the email
Pinterest has made it easier to discover new ideas and save them to boards:
OYO Rooms, you can browse recommended hotels and rentals, and view details in fewer clicks right from the email:
with Doodle’s dynamic email, you can respond to meeting without opening another website:
What are the benefits
CAn use some AMP functionality - but not all of it
Interaction within the email client.
user preferences can be used and adjusted
Very small light footprint in terms of code
update email content on the fly to make it more relevant or replace expired offers with a newer one.
google claim ads and ad tracking is excluded - secure because its a transpatrent published framework not a javascript hash/mashup
Extra secure?
"
best-in-class privacy and security protections
."
To ensure added security, those who want to send dynamic email have to be reviewed by Gmail first before they can get started
"AMP now enables all-new email experiences like being able to submit RSVPs to events, fill out questionnaires, browse catalogs, or respond to comments right within the email. Emails can also stay up to date, displaying the freshest content from comment threads or the latest recommendations" Google Developer Blog
Drawbacks
Confusing for users
Marketers can change content dynamically!!! - good for marketers but confusing for customers
Only available to Gmail users largely -9
another nail in the coffin for email standardisation!
many different version of
gmail
Security concerns?
ESP support
No Tracking of Amp interactions from ESP's - how would they do this?
Unique link cicks and tracking image downloads
Explain how most email tracking works ( image based)
LImited support from ESP comunity
Needs an additional Mime extension ( Plain Text, HTML and now Amp)
So far...
Only the Following
are supporting this ( these are all inbox providers not ESP's)
Yahoo Mail
Outlook.com
Mail.Ru
What does this change?
Litmus Poll Marketers survey
Worrying comment on google Blog! "Heads up: if you’re using another mail app with Gmail, you’ll simply see the static version, and you can always revert back to it in Gmail, if you prefer."
Want to learn more?
Previously only available to participants of the early access program, the Playground for AMP for Email is now available to everyone, so you can create and edit markup and see real-time changes to your email.
https://amp.gmail.dev/playground/
send an amp email to yourself! ( how thrilling!)
The developer documentation for AMP for Email provides useful insights on how to get started building your first AMP email.
https://amp.dev/documentation/guides-and-tutorials/start/create_email.html?format=email
Email Client Market share 26% total for gmail
