AMP for Gmail: 2018’s The Year of the Inbox

AMP for Gmail means one of the biggest innovations in web publishing is hitting the inbox.

If you’ve ever dealt in web design, you already know the supreme importance of developing your websites for mobile users first and foremost. The reason being, over 90% of web browsing is done via smartphone and those that opt for pretty over fast have already begun seeing Google carving the lane for mobile first indexing.

You’re likely wondering what does this have to do with email marketing.

Well, I know you’ve heard many a marketing person say ‘email is dead’. When you see the open and click-through rates as low as sub-1%, it’s easy to take that as truth.

Google is about to make the landscape a little more interesting.

Accelerated Mobile Pages (otherwise affectionately known as AMP) has gone from simply being a tool for digital publishers to increase their page speed to an opportunity for freelance digital marketers to expand email functionality and keep their communication options crisp and continually updated.

Here’s the skinny:

Introducing AMP for Gmail…

With Google releasing disruptive new technology called AMP for Gmail, the future of email marketing is now and with it won’t be too long off before more and more interactions happen back in the inbox. That means the end of boring, static emails, in favor of fluid content that can be updated in real-time.

That could be HUGE for freelance digital marketers who take note of the changes to come now and modify their strategy to take advantage.

Here are a few examples of what this experience could be like: imagine the ability to create polls, questionnaires or interactive direct response sections for your leads/buyers lists that can be updated on the fly.

Another great example of what’s already possible in AMP for Gmail: say you’re hosting an event and you want to use scarcity to bump the registrants; by including a countdown timer or shrinking number of available seats. Google is also playing with the concept of incorporating Snapchat and Instagram style ‘stories’ into search, and while ads aren’t currently on the slate for this technology, it’ll only be a matter of time knowing Google. Being able to create audiovisual content that pops up in Google’s search (whether through ad auctioning or not) is crazy and shows the forward mindedness of Google’s intent. 

Recommended read: Facebook’s latest update’s all about community

This, my friends, is just the tip of the iceberg, and as the technology improves, more and more capabilities will be at your fingertips. 

Still unconvinced? Think about this for a moment:  Email has been a stalwart in marketing for decades and even today, according to the Email Statistics Report by the Radicati Group, over 269 billion emails were sent in 2017. What that means for us is that the playing field is not only wide open, especially those adhering to the 5 Pillars of AWOL, but these new advances are creating opportunities that have never before been possible.

There won’t be much delay either; expect Gmail integration of AMP for Gmail later this year.

The question of the day(s): What feature(s) would you like to see integrated into your email functionality?  

  • a couple of years ago

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