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AMP for Emails – Biggest thing on email after email!

The Email community got abuzz this week with Google’s announcement of AMP for email at their event in Amsterdam. This announcement has got many of us excited because AMP for email allows fully interactive emails on Gmail.
Let me share some of the key insights on this latest transformation around emails.

What is AMP: AMP is short form for Accelerated Mobile Pages which was an open source project by google to support faster loading of mobile pages for devices.
It basically eliminates heavy loading Javascript with their lighter AMP libraries to deliver functionalities like carousel, form submission, etc.

AMP for Email: AMP for email basically extends some of the AMP functionalities over email which helps in making emails interactive. Majority of email clients block Javascripts by default, whereas AMP offers an alternative to Javascript without giving senders the ability to run arbitrary code in email.
This means that there will be changes to the email specs as you will need to add a new MIME part “text-x-amphtml”to your email.

Are other Mail Clients supporting AMP? Since AMP is an open source, there is bright possibility of support by major non google mail clients.
Can you start accessing AMP for email? Currently the AMP for email is available for developers and requires NDA. End user will have to wait.

Here is a link for the signup form [https://docs.google.com/forms/d/e/1FAIpQLSecU8qyR0cCA3qJ9BrcgALkblJuuB7UzkIV82q4uI_rWmCMEw/viewform ]

Although, this release is fairly exciting within the email community but like everything, there are some pros and cons with this ‘change’ too:
– It definitely enhances the experience over the email. Features like taking actions without leaving the email and have data sent and receive from remote site.
– You can update the content in real time, ie. When email opens. You can handle cases like real time listings, display weather and time with ease. Although, companies like Modeagile do provide such options but AMP for emails makes it less complicated.
– This requires a new MIME part which I feel is going to be one big challenge for ESPs like Octane, SendGrid, etc. It may take some time for ESPs to align their systems to this change.
– To leverage the power of AMP, the dev/html team will need to learn a new AMP syntax.
– This may also increase the size of emails with the introduction of dynamic content.

Although it’s too early to say how this change is going to impact the current email landscape but for now it does seem like a positive step. What would be interesting to see is how soon the email eco-system prepares itself and supports this interesting move.

Here are some of the Use cases presented by Google’s partner brands during the event. Take a look.
To know more about email marketing solutions, connect with us at marketing@vfirst.com