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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?)

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.

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.


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.



What Not to do in Email Marketing



What Not to do in Email Marketing

Email marketing is one of the best ways to speak directly to your audience. You can build a relationship with them and create loyal customers. It is also a great way to generate traffic to your website, increase leads, and execute large campaigns.

With all of the benefits that your company can gain from email marketing, it’s no wonder that 64% of small businesses engage in email marketing. However, there are still a few important things to keep in mind. In order to be successful, you should avoid these 4 mistakes explained by 97 Switch when preparing an email marketing campaign.

Talk About Yourself

Many companies fall into the trap of only talking about themselves. They assume that since their audience signed up for emails, they want to hear all about the company and the sales. While marketing your products or services is important to do sometimes, your audience is still looking for value.

Failing to foster a relationship with them by being too sales-y will lead to unsubscribers and a loss of potential customers.

Instead, it’s important to give the audience something in return for their loyalty. Exclusive deals and sales codes are appreciated, but they also want to see educational or entertaining content in their inbox.

One way to do this is by creating content such as “you asked, we delivered” or “your questions answered” to show that you care about your customers and the feedback they give you, and it builds trust.

It’s also important to speak your audience’s language. Sometimes, companies get too caught up in trying to sound professional and impressive and end up using jargon that’s hard to understand.


Using more simple ways to get your message across is imperative, as it makes the email easier to consume and thus more valuable.

Email Without a Purpose

While building relationships with your customers is one of the main goals of email marketing, you should keep in mind that they don’t want to hear from your company just for the sake of connecting.

Ensure that you have a clear purpose for each email you send, whether that be to inform, entertain, or motivate.

Being intentional about when to reach out includes sending timely emails. You should respond to relevant industry, company, or world news in a timely manner. Readers would find you reminding them about the last day of a sale important, and that qualifies as a purposeful email.

Part of proceeding with a clear purpose is also including a call to action in your emails. Your readers want to know exactly what you’re asking of them, and making it simple is the best way to get it. Beware of including too many calls to action, as it can be more confusing and seem more selfish than helpful.

Over Generalize

Personalization is one of the greatest strengths of email marketing, yet it is often overlooked. Simply including first names in an email makes it sound more personal and builds stronger relationships. This can easily be achieved using an email scheduling tool such as Mailchimp. Again, this is a way to build customer relationships. Research shows that using someone’s name in the subject line increases open rates by 26%. Be that as it may, personalization is more than just plugging in names.

Using an email marketing tool is also an easy way to utilize the segmentation aspect of personalization. By separating your audience into groups, you can categorize what they would each be most interested to hear from you.

It has been shown that segmented campaigns perform better than non-segmented campaigns. An example of this is categorizing your readers as beginners, intermediate, or advanced knowledge of your industry. Based on this category, you can send each segment a different email that would pertain to them more specifically.


Your readers will appreciate that your content is tailored to their needs. Imagine sending a beginner an email that skips over the basics of a process. They would be confused and find it very unhelpful.

Now imagine an expert who is wasting time reading the basics that they know by heart. They would become frustrated and lose interest in finishing the email. These are just two examples of using segmentation to better serve your audience.

Use Poor Subject Lines

Often, people will decide whether to open an email at all based on the subject line alone. A mistake that marketers tend to make is wording the subject in a way that sounds like spam, and thus never gets opened or reaches the audience.

As we mentioned before, it is also helpful to include someone’s name in the subject line. While it might seem like a shot in the dark to form an effective subject, there are a few tips for the best open rates you can achieve.

A good subject line should be short. The ideal length for a subject is 7 words, based on a study conducted by Marketo.

However, you also want to make it interesting so that people are curious and want to know more. This curiosity is enough to encourage people to read the email.

However, you want to avoid click-baiting your readers with interesting subject lines that have nothing to do with the content in the email. Make sure that your subject is also relevant to what you have to say. Otherwise, you will have the opposite effect you’d intended by destroying trust and losing credibility.

Being Inconsistent

Simply sending out random emails is not enough to see results. You have to stick to a schedule that your readers can count on and know when to expect to hear from you in their inbox.


The frequency can vary based on your industry and from business to business, but emailing at least once a month is recommended. The more you email, the more you will be on the top of potential customers’ minds when they need what you offer.

That being said, you shouldn’t always assume more contact is better. If your company emails are flooding their inbox, you can bet that they will either block the sender or unsubscribe from future emails. Finding a balance is key to seeing the best results from your campaigns.

You should also consider the brand voice that you are using to speak to your customers. If your emails all sound like they were written by different people, then it’s hard to gain the brand-strengthening benefits of email marketing. It is also confusing to your audience and makes it harder for them to connect with the company.

A good way to remedy this is to create a company persona, where you give a personality to the company that is sending the emails.

Are you funny and witty, or are you serious and somber? Consider strengthening your branding within the company before communicating it with the world.

Key Takeaways

You can’t expect to be perfect at email marketing, so don’t get discouraged if you find that you have made these mistakes. There is always room for improvements, and every so often it’s a good idea to evaluate how your email marketing campaigns are going.

Using analytics to track your results and adjusting your strategy will help you grow as you fix any mistakes you might be making.

By taking the time to improve your strategy, you will see the success that can carry across all your marketing efforts.


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