AMP for Email applications in travel industry. What is AMP for Email ? Today, we’re bringing the power of AMP to email through the Gmail Developer Preview of “AMP for Email.” This new spec will be a powerful way for developers to create more engaging, interactive, and actionable email experiences.
Like Doodle, Booking.com takes advantage of AMP’s dynamic content to deliver users a better experience in email. In this case, it relates to their search for lodging. As you see in this first email, Booking.com offers its users a room recommendation with an image. But, one thumbnail? That’s hardly all you need to see to decide on a room, but unlike static email, which would force you to click through to the listing page to see the photos of this apartment, AMP for email allows the user to click the arrow on the edge of the image to slide to the next photo, seen below, The user gets a more informed view of the listing without ever having to leave the email. While an email slider like this can be created with CSS, it’s been called a far smoother experience with AMP for email.
While AMP for email brings revolutionary potential to a powerful medium, not everyone’s convinced it’ll be for the better. In a blog post for Litmus, Jain Mistry outlines a few problems the technology may face: It may confuse users: The problem with completely changing the way we use email is that it could potentially be too much too soon.
What are the benefits in Email Marketing for the Travel Industry? In the travel industry, especially for travel agencies and online travel booking portals, email marketing is the most important direct communication channel for getting in touch with their customers. There already plenty of good reasons to use email as your number one channel. But email is lacking dynamic elements. The recipient has to be referred to a website in order to perform further action. However, this technological gap is going to be closed rather soon with Google’s AMP for Email. Real-time: Show only selected products based on their real-time availability and up-to-date pricing. Even if the email recipient opens the email a day or two later, it will then show those products available and at the price at that specific moment in time. Basically: With every email open, quite possibly, the information rendered in that email can change. See extra info on Travel industry developments : newsletters with AMP for E-mail.
To better understand marketers’ thoughts on AMP for Email, we polled over a thousand marketers on whether they’ve heard of AMP for Email, and if they had any plans on using it. Of those that did know what AMP for Email was, 31% said they were very likely to use it.
However, it’s not clear how marketers will be able to track and report on AMP-powered emails. In interactive emails, much more of the engagement is happening within the inbox—whether it’s hovering over items in a carousel or clicking through a selection of deals—and none of these actions can be measured with traditional email marketing metrics. If marketers are keen to implement AMP-powered emails, it’s clear that they would need to rethink how email performance is captured and measured.
AMP for Email aims to keep you in your email rather than shuffling you off to a browser. For example, when you get an email from Pinterest, instead of sending you to the Pinterest app or some in-app browser when you click a link, an AMP-powered email will let you use Pinterest inside your email. Making emails fully interactive is a BFD. AMP for Email is set to introduce changes to email that will impact anyone who designs, develops, markets, or just generally works with email.