Accelerated Mobile Pages
The future of email marketing is called AMP (Accelerated Mobile Pages).
A few years ago, in 2015, Google promoted and launched the Google AMP project.
AMP stands for Accelerated Mobile Pages, which literally means “accelerated pages for mobile” in Italian.
As can be inferred from the acronym itself, AMP is essentially a new technology designed to improve the performance of mobile browsing.
This technology essentially allows for the design of ultra-fast pages that load instantly while maintaining the display of all rich content (images, videos, ads, etc.).
In practical terms, here are some performance statistics on AMP:
– pages load 4x faster than standard pages;
– the data load per page is 10x lower.
The development of this technology is fundamentally driven by the desire to accommodate the unstoppable surge in mobile traffic.
A global trend that continues to grow at exponential rates.
AMP specifically allows for a response to the typical issues of mobile browsing, namely the slowness in downloading and loading content.
But let's get to Email Marketing.
In 2019, Google implemented AMP on its own email services.
Emails, which until now were just a flyer or a preview of a page, now literally come to life.
Thanks to AMP, emails not only become dynamic (it's already possible to include animated elements), but they also become navigable and actionable.
This technology marks a significant advancement and innovation in Email Marketing.
A leap in terms of user experience, engagement, and conversions.
8. They support the entire business.
This way, brands can launch interactive campaigns via email that resemble "mini websites."
Without leaving the email, recipients will be able to browse catalogs, comment, book appointments, and much more.
It will still take time for businesses to implement and apply this technology in a structured manner.
But you can start getting acquainted with AMP by beginning with some simple and particularly useful features.
For example:
– you can incorporate a short survey in the emails to collect responses and comments directly;
– you can insert a “Like” button in the email for articles and content, allowing users to update preferences or add products to their cart.
These can already be great starting points to take the first steps and begin to understand the potential of the technology and how to implement it from a technical standpoint.
Let’s prepare for the future that is at hand!
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