{"id":60396,"date":"2023-02-14T10:05:36","date_gmt":"2023-02-14T15:05:36","guid":{"rendered":"https:\/\/www.litmus.com\/?p=60396"},"modified":"2024-12-06T17:37:26","modified_gmt":"2024-12-06T22:37:26","slug":"email-trends-amp-for-email","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/email-trends-amp-for-email","title":{"rendered":"AMP for Email: Should You Love or Leave this Email Marketing Trend?"},"content":{"rendered":"\n\n\t
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Year after year, <\/span>Accelerated Mobile Pages (AMP)<\/span><\/a> for Email\u2014an open-source technology that enables email marketers to create and send interactive emails\u2014has made the list of trends for email marketers to watch.<\/span>1<\/sup><\/span><\/p>\n

But should email marketers embrace or ignore this trend?<\/span><\/p>\n

Read on for a deeper look at AMP for Email, and our thoughts on whether it\u2019s right for your email marketing campaigns.<\/span><\/p>\n \t\t\t<\/div>\n \t\t<\/div>\n \t<\/div>\n <\/div>\n<\/div>\n\n\n

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8 Email Marketing & Design Trends to Know (And 1 to Ignore)<\/strong><\/h2>\n\t\t\t \n\t\t\t \t\t\t\t\t

Discover the eight email marketing and design trends that will impact your your campaigns\u2014plus how to tap into them to boost email performance.<\/p>\n\t\t\t\t\t \n\t\t\t \t\t <\/div>\t\t\t \t\t

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A brief history on AMP for email<\/span><\/h2>\n

In February 2018, <\/span>Google announced that support for AMP<\/span><\/a> would would be coming to Gmail, providing marketers with the opportunity to add AMP-powered interactivity to their emails.<\/span><\/p>\n

On average, <\/span>1.5 billion emails are opened<\/span><\/a> each month. With such a high volume of emails, the need for more unique experiences isn\u2019t a surprise.<\/span><\/p>\n

AMP for Email was set to do just that. <\/span>According to Google<\/span><\/a>, AMP was seen as \u201ca powerful way for developers to create more <\/span>engaging<\/span><\/i>, <\/span>interactive<\/span><\/i>, and <\/span>actionable<\/span><\/i> email experiences.\u201d\u00a0<\/span><\/p>\n

The demand is there, too. According to Dyspatch, <\/span>60% of email recipients<\/span><\/a> said they are likely to engage with an interactive email, and <\/span>over 50% of email recipients<\/span><\/a> said they <\/span>want<\/span><\/i> to interact with content inside their email.<\/span><\/p>\n\n\n\n
\u23f8\ufe0f Pause: What\u2019s the difference between interactive emails vs. AMP emails?<\/strong><\/p>\n

Interactive emails are HTML, so everyone will see them no matter what email client they open the email in.<\/p>\n

In contrast, AMP emails contain live, up-to-the-second content.<\/p>\n

Something to note: AMP-powered emails can only be viewed in specific email clients (which we cover next).<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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Adoption for AMP for Email<\/span><\/h2>\n

Since Google announced AMP-powered email in 2018, it\u2019s continued to improve functionality, providing email marketers an array of <\/span>personalization<\/span><\/a> and interactivity capabilities to use in emails<\/span><\/p>\n

While AMP isn\u2019t supported by all, over the years adoption in the market has grown from email clients (including AOL Mail and Yahoo Mail) and ESPs (like <\/span>Customer.io, SparkPost, and AWeber<\/span><\/a>).\u00a0<\/span><\/p>\n

The feasibility of AMP for Email<\/span><\/h2>\n

How feasible is AMP for Email? The answer (like most answers in email marketing) is \u201cit depends.\u201d<\/span><\/p>\n

What do email marketers think?<\/span><\/h3>\n

During our live event <\/span>Email Marketing Trends in Focus for 2023<\/span><\/a>, Anne Tomlin (Owner, <\/span>Emails, Y\u2019all<\/span><\/a>) shares, \u201cI still haven\u2019t been asked to code an AMP email, so from my experience, traditional coding techniques are more common than AMP emails.\u201d<\/span><\/p>\n

We asked a few members on our email team for their thoughts, too. \u201cIt\u2019s been something that\u2019s felt like an \u2018almost\u2019 for several years,\u201d shares <\/span>Logan Baird<\/span><\/a> (Litmus\u2019 Senior Community Evangelist).<\/span><\/p>\n

Jaina Mistry<\/span><\/a> (Litmus\u2019 Director of Email Marketing) is on the same boat, too. \u201cFar too few ESPs actually support it.\u201d<\/span><\/p>\n

What about the email community?<\/span><\/h3>\n

On LinkedIn, we asked voters to pick the top trend that\u2019s \u201cgot to go\u201d. AMP for Email received the most votes.<\/span><\/p>\n

\"poll
Source: <\/span>Litmus\u2019 poll on LinkedIn of 333 voters<\/span><\/a><\/figcaption><\/figure>\n

The case for AMP for Email<\/span><\/h3>\n

While the adoption of AMP for Email by email marketers has a ways to go, there\u2019s no denying the power of AMP for Email.<\/span><\/p>\n

During his session at <\/span>Litmus Live<\/span><\/a> on \u201cData Visualization without Images: AMP email update\u201d <\/span>Benjamin Djang (<\/span>Creative Technologist, <\/span>The Washington Post<\/span><\/a>) shares a better alternative to using images to display data in emails using AMP for Email.<\/span><\/p>\n

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\ud83d\udcad How can you display data *without* using images in email?<\/p>\n

\ud83d\udcad How can AMP create *better* data visualization experiences in email? @bendjang<\/a> answers this and more\u2014including inside tips, tools, and watchouts for email developers. #LitmusLive2022<\/a> pic.twitter.com\/te8hreHrbY<\/a><\/p>\n

\u2014 Litmus (@litmusapp) October 25, 2022<\/a><\/p><\/blockquote>\n