Interactive AMP Emails: Transforming the Future of Emails

The lead image for this article was generated by HackerNoon's AI Image Generator via the prompt "email icon on a laptop"

Email marketing is among the highest ROI-generating channels. But, with time, as other platforms innovated, emails remained static. Given its potential to positively impact a business’s growth trajectory, it doesn't evolve like other technologies. 

However, emails still work with the traditional approach, but there’s always a better way to stand out, and that better way is interactive emails. 

Where is email headed?

With new advanced technologies, emails are headed at the same pace as different technologies. With Data Analytics, Artificial Intelligence, and Machine Learning, Businesses will have a more demographic persona that will allow them to send highly personalized emails. 

Marketers have already started leveraging automation in email marketing campaigns using different triggers and actions. Email Automation saves time, increases efficiency, and helps in better communication with customers.

Interactivity allows recipients to take action within emails that we traditionally associate with landing pages. Unlike traditional static emails, Interactive AMP Emails enable recipients to engage with content directly within the email. Users can interact with carousels, accordions, quizzes, forms, and more, without opening a separate webpage. This level of interactivity boosts user engagement, increases click-through rates, and drives conversions.

This functionality has the potential to revolutionize the email ecosystem. Here’s why:

Bridging the gap between the web and emails

Even today, there’s a huge disconnect between email and the web. The lack of continuity between these two mediums interferes with the customer experience. 

Interactive emails bridge that gap. The emails cut the need for landing pages allowing the recipient to take action within the email. From form submissions to cart recovery, all can happen with interactive emails, increasing the user experience.

Besides, if they decide to check out the website (the email might be damn compelling!), then, also, they’ll land on a website with the same aesthetics. So, the experience doesn't break while shifting from one medium to another.

See conversions go up and up

Traditional email marketing makes people go from one page to the next to complete an action. While this works, bringing the page to the user is something they might not be expecting. 

With the emergence of interactivity, one can make email templates smarter and frictionless by bringing the landing page inside the email. With the relevant message and outstanding design, email marketing ROI and conversions are powered up like never before.

Let’s see some of the examples of how brands use AMP emails to boost conversions:

• Abandoned cart emails: Traya, an e-commerce brand, got a 15% increase their conversion rate by using interactive AMP email carts within emails created by Mailmodo.
• Signup for an event with a single click, How cool is that?
• Easy collaboration inside the email
• Google Docs allows replies to comments within emails. That's an AMP email at work. It makes collaboration easier by removing the one step to go to the Doc and reply. This increased the 500% comments rate for GDocs.

Creating an extension to apps

Applications dominate mobile devices as they offer an interactive experience within the apps, making users hooked to their platform. Think of all the interesting games that keep one glued to mobile or social media apps without scrolling. 

Interactive emails are making some of the app functions enabled within the email. Instead of going to GDocs to reply to comments, it can be done inside the email. No need to go to Google Calendar to add an event, but a single click would do the trick.

The interactive email ecosystem may not be at the winning stage yet, as it’s a long way, but it’s making progress.

From quizzes to rock-paper-scissor: Improved CX

For example, the below two scenarios establish this fact -

(A) Create a landing page with an interesting ‘Guess these Christmas movie to enter out year’s biggest giveaway’ quiz and send out the email. To play the quiz, users are redirected to the landing page.

(B) Create the same quiz, but instead of users being redirected to the landing page, they get an embedded quiz within the email and can play it without leaving it.

B is the winner because customers want as little friction as possible to take action. AMP emails are the way to do that. Not only can all sorts of games be embedded — polls, scavenger hunts, spin the wheel, but a truly interactive gamified experience can be had.

Why does it work?

It entices the reader who doesn’t like to engage in a fun email game when every other email seems the same. 

More use cases

• Send out a scratch card to all loyal and frequent customers to shower them with exclusive deals on insurance premium plans.
• Use Spin the Wheel and encourage customers to claim a gift card.
• Embed interactive surveys or feedback forms within the email.
• Send AMP Emails with interactive RSVP options.
• Create personalized product recommendation emails using AMP emails.

These are just a few use cases of how Interactive AMP Emails can be used to create engaging and personalized experiences. The flexibility and interactivity of AMP technology open up a world of possibilities for businesses to reimagine email communication and deliver dynamic content that captures recipients' attention and boosts conversions.

Revolutionizing email marketing

The future is email marketing is interactive. Interactive emails are going to change how emails are perceived and used by brands. 

Many marketers have created interactive emails using tools like Mailmodo’s no-code editor with different widgets such as polls, spin the wheel, forms, and carousels.

Even though the adoption of AMP emails is not diversified, and even email client support is limited, there's no denying this technology's power. Every technology evolves over time, and AMP will too.

Create your first interactive email within 2 minutes by signing up with Mailmodo.