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What Is AMP For Email? And What Can You Do With It?



There are 4,66 billion people in the world using the internet, and 92,6 percent of them use mobile devices to go online. Such rapidly growing usage of phones is changing the face of the Internet as we know it.

Every respectful company has a mobile version of the corporate site to both provide a better experience to users and profit from increased site visibility. Accelerated mobile pages were introduced in 2016 so that mobile users can quickly load the page, even with a bad internet connection.

The AMP technology affects not only web pages, but emails are becoming much more interactive and engaging as well. Email marketing has reached a new peak with the help of AMP, becoming more than plain text, a couple of images, and a link or a button.

In this article, we will discuss how exactly AMP changed emails and how businesses can use AMP to attract users.

What Can You Do with AMP for Email?

1. Form Completion In The Email

Before AMP, if users wanted to download something from an email, they had to click on a link that would direct them to a form. This process required more effort than necessary, as no one wants to wait till their browser opens and a new page loads.

AMP allows users to complete forms directly in the email. This means they can do things like go through a checkout process (except for payment), make financial calculations, book a table at the restaurant, or sign up for an event without leaving their email.

2. Use Dynamic Data

Dynamic data means that the content inside the email can change over time. For example, if you were to launch a vote via Doodle, voters would receive one email with voting results. As more votes come in, instead of sending another updated email, the data within that initial email would update. It is extremely useful when there are a lot of voters (after all, who wants to receive more than three emails on the same topic?)

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Dynamic data also works for eCommerce. If a price changes, there is a sale or a product is out of stock, there is no need to send a new email for every update. It also creates a positive user experience because recipients will always receive the most up-to-date information.


3. Create an Accordion Function

Sometimes emails are unnecessarily long, negatively affecting email engagement. Users will see the information they are not interested in initially, and they will be too lazy to scroll down to find the topics that might catch their eye.

With the accordion function in AMP, a sender can make a list of topics, and if the user sees the topic they like, they can tap on it and see the full content about it. For example, you can use it to categorize products and content you’re sharing or insert a FAQ section.

4. Utilize Multi-Selection

With AMP functionality, sending feedback forms to your customers is even simpler. You can send your email recipients questions with multiple choice answers, which provides them with more options and can increase the number of responses you receive. When looking for feedback from your customers, it’s essential that little effort is needed, and by not making them follow an external link, you eliminate hurdles for them to jump through.

Multi-selection can also work for products or services. Let’s say you run an eCommerce site and want to know what products interest your new subscribers most. You can send them a welcome email after they first subscribe, asking them to check the boxes of all the products they are most interested in. You can then take that information and use it to send them personalized product promotions, increasing the likelihood that they’ll purchase.

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5. Create an Image Carousel

Sometimes you have many new products to show off, but you don’t want to create a lengthy email for your subscribers to dig through. Having an image carousel allows you to show as many images as you like while maintaining a positive user experience. Instead of seeing a lengthy email and hitting unsubscribe, users use the condensed shopping experience to navigate through and consider each product.

6. Send Time-Driven Emails

No one likes experiencing FOMO, and brands know this. AMP allows marketers to include timers during the checkout process and have time-limited sales. This creates a sense of urgency which can drive more sales. And with 60 percent of millennials buying impulsively after experiencing a bout of FOMO, you can’t really go wrong with this tactic.

7. Gamify

AMP takes email fun to the next level by adding a gamification element. Users can spin the wheel to get a sale, complete a small challenge to get the prize, dress up models, or even solve crosswords. Gamification leads to an increased engagement rate which consequently boosts conversions.

We’re constantly being bombarded with sales and promo emails every day. It’s nice when those messages are broken up with fun, interactive games that also serve a purpose. Gamified emails provide your subscribers with a feeling of victory, making the promo code prize or discount that much more satisfying.



Marketing emails don’t have to be stuffy or salesy. They can be fun and interactive, rooted in the customer experience. AMP is doing wonders for how we engage and interact with our audience via email, so make sure you incorporate it into your email marketing strategy if you haven’t already.

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Rebecca Willis is an active freelance writer. She is interested in marketing, self-education, and writing. Regularly touches on the topics of self-development and modern trends. In her spare time, Rebecca enjoys reading about all things innovative. She also enjoys playing tennis and doing yoga on the weekends.



Best Email Marketing Practices to Generate Leads




Have you implemented email marketing in your digital strategy? If you answered no, now is the time to do so.

There are many new and innovative ways to market to your target audience, however, email marketing remains one of the most reliable and effective ways to generate leads. With the right strategy in place, you will be able to convert prospects into paying customers who truly value your brand. 

In this guide, our expert digital team at Bold x Collective discusses everything you need to know about email marketing, as well as some of the best practices that will help your business generate leads!

To preface, you always need to ensure that you do not buy into email lists. Doing so will result in prospects moving your content into the trash or ending up in their spam folders.

This also eliminates prospects’ free will of being able to opt in to emails. This starts the brand-to-customer relationship on a bad note and will result in a higher rate of opt-outs for emails. And not to mention… it is illegal!

Once you have a curated list of prospects that were gained organically through website traffic and membership sign up’s, you can move on to the next step of optimizing your email list by lead scoring. This tactic will filter which prospects are opening your emails, and which ones are worth putting more effort into.

By putting together this new refined list of prospects, your brand will be able to obtain higher conversion rates and a greater return on investment as your efforts are being focused on where it matters most. 


Now that you’ve organized an optimized list of prospects, it’s time to create the actual email. There are many tactics you can use when drafting an email, but these are some of my favorites that will really allow your email to stand out in your prospect’s inbox. 

  • Name the offer in the subject line, in a fun, intriguing way that will make your viewer interested!
  • Keep the main message and call to action above the fold.
  • Include a personalized touch by adding your name and having a sign-off; viewers love it.
  • Have a clean and concise email – no one likes too much content at one time!
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First off, having your offer, promotion or main announcement in the subject line is more likely to grab the attention of the reader as it gets straight to the point and gives them an immediate reason to look for more details. For example, when the subject line states “25% off the ENTIRE site”.

This line introduces an incentive that will be received if you choose to purchase with them, ultimately decreasing their opportunity cost. This will create the feeling of “FOMO”. Fear of missing out and entice readers to browse your website and shop. 

Along with this strategy, it is also beneficial to keep the main message of the email and call to action so that readers can see it at first glance. This means the information they first receive upon viewing the email and upon opening it without having to scroll down.

Not everyone opens every email they get and will often only view the text that shows above the fold. If that text is intriguing enough, they will seek to learn more. So now you have your readers’ attention, the contents of the email above the fold are what is going to keep their attention and be the driving source of whether they become paying customers.

This study was done on users’ scrolling and attention spans tell them that nearly 57% of users’ page-viewing time is above the fold (information that is visible without scrolling).

Therefore, they can use this information to their advantage by making sure the most important details are included above this fold. 

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Now that you’ve figured out where to put the most relevant information, let’s get into elements to include in your email content that makes it effective. My personal recommendation would be to include personalized touches such as a personalized greeting and signature sign-off.

A greeting with the contact’s name helps to grab their attention right away as they are being addressed personally. In addition to a personalized greeting, having a signature sign-off that shows the reader that there is a real person on the other end, adds to the level of authenticity that it comes across.


The more of a connection the customer creates with the brand, the more purchasing power they will have. How do they create a connection? With authenticity! 

My last tip, a very simple one, but crucial… is to keep your email clean and concise. No one wants to spend longer than they must, to read an email.

It’s important to keep things looking visually appealing, straight to the point, and summarized in an intriguing and digestible way.

By doing this, you are allowing prospects to gather just what they need to move forward with the buying process. So don’t overthink it, quality is always better than quantity!

To start your journey with email marketing, here are some of their favorite email marketing apps at Bold x Collective:

  1. Privy
  2. Mailchimp
  3. Klaviyo
  4. Active campaign

And while you’re at it, check out Bold x Collective’s blog on how you can get email marketing started for your business! Need some extra guidance and assistance with your email marketing channels? Contact their team to receive a complimentary consultation!

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