{"id":2276,"date":"2019-04-12T13:33:45","date_gmt":"2019-04-12T13:33:45","guid":{"rendered":"https:\/\/www.qeinbox.com\/articles\/?p=2276"},"modified":"2019-09-09T06:10:44","modified_gmt":"2019-09-09T06:10:44","slug":"gmails-amp-for-emails-update","status":"publish","type":"post","link":"https:\/\/www.qeinbox.com\/articles\/gmails-amp-for-emails-update\/","title":{"rendered":"AMP for Emails &#8211; Gmail Is Changing The Future of Email Interactions"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">AMP for email &#8211; A striking new update on how we engage through emails! On 26th March 2019, <\/span><a href=\"https:\/\/www.blog.google\/products\/gmail\/take-action-and-stay-up-to-date-with-dynamic-email-in-gmail\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">AMP Project announced<\/span><\/a><span style=\"font-weight: 400;\"> major email clients are beginning to roll out support for AMP. The news is all over and all set to change the future of email interactions. Here is an article that\u2019ll help you uncover what actually lies beneath this \u2018AMP for Email\u2019 or \u2018AMPHTML\u2019 update, and how it is going to affect you.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">What is AMP for email?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">AMP for email is another way for marketers to leverage the speed of the accelerated mobile pages framework. In the official release on the AMP blog, Product Manager of Gmail and Chat, Aakash Sahney, calls it <\/span><i><span style=\"font-weight: 400;\">a powerful way for developers to create more engaging, interactive, and actionable email experiences.<\/span><\/i><\/p>\n<h3><span style=\"font-weight: 400;\">Dynamic content<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Thus far, email content has been primarily static. The user cannot engage with it other than to read, watch, or click through. With AMP for emails, dynamic content allows for more versatile engagement, like form submission, for example. Here are some of the dynamic content elements you\u2019ll be able to use with AMP for email:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>amp-form:<\/b><span style=\"font-weight: 400;\"> This is AMP\u2019s form element. It allows designers to create forms directly in an email that can be completed by users.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>amp-selector:<\/b><span style=\"font-weight: 400;\"> This is a multi-select widget for use within a form.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>amp-bind and amp-state:<\/b><span style=\"font-weight: 400;\"> Simple scripting language in AMP that allows the manipulation of a state machine for interactions between elements. Can also be used to add behavior on certain events. amp-state is used to remotely fetch the initial state machine values.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>amp-list:<\/b><span style=\"font-weight: 400;\"> Remotely fetches JSON data that will be rendered by an.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>template type=\u201damp-mustache\u201d:<\/b><span style=\"font-weight: 400;\"> A Mustache template markup to render the results of an amp-list call.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Layout<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The layout of the traditional email is fairly rigid. AMP for email opens it up with elements like a carousel for media, lightboxes for images and text, and accordions for showing and hiding different sections. Here are the elements you can use to display your email in novel ways:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>amp-accordion:<\/b><span style=\"font-weight: 400;\"> A UI element that facilitates showing\/hiding different sections.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>amp-carousel<\/b><span style=\"font-weight: 400;\">: A carousel UI component.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>amp-sidebar:<\/b><span style=\"font-weight: 400;\"> A sidebar for navigational purposes.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>amp-image-lightbox:<\/b><span style=\"font-weight: 400;\"> A lightbox for containing images.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>amp-lightbox:<\/b><span style=\"font-weight: 400;\"> A lightbox for containing content.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>amp-fit-text:<\/b><span style=\"font-weight: 400;\"> A helper component for fitting text within a certain area.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>amp-timeago:<\/b><span style=\"font-weight: 400;\"> Provides a convenient way of rendering timestamps.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Media<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In the battle against bounce rate, media is your greatest enemy, contributing more to load times than any other element. With the two elements below, you\u2019ll ensure efficiency and speed without compromising design.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>amp-img:<\/b><span style=\"font-weight: 400;\"> An AMP component that replaces \u201cimage\u201d.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>amp-anim:<\/b><span style=\"font-weight: 400;\"> Embeds GIF files.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Example of AMP for email<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">AMP hasn\u2019t been fully rolled out to all users yet. That doesn\u2019t mean we don\u2019t have examples of its usage though. In 2018, a few businesses partnered with Google to highlight what marketers can do with AMP for email. At the 2018 AMP Conference, <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=p8Eo4gAoDBA\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">they showcased the results<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Doodle<\/span><\/h3>\n<p><a href=\"https:\/\/doodle.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Doodle<\/span><\/a><span style=\"font-weight: 400;\"> is a tool that makes scheduling meetings easier. With the help of polls on locations and times, managers can figure out optimal gathering times for all participants.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Normally, these polls require visitors to complete more dynamic actions on a web page. But, with AMP for email, things look a little different.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2277\" src=\"https:\/\/www.qeinbox.com\/articles\/wp-content\/uploads\/2019\/04\/Dynamic-Mail_Doodle.gif\" alt=\"AMP for Email example\" width=\"600\" height=\"338\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The above image is of a meeting invitation. This provides various options by the invitee for selecting a date, day, and time of the meeting. Earlier, when we want to accept the invite, we would be directed to a separate webpage and then select the dates, but with AMP for Emails feature, it is easy to accept such meeting invites and select preferred options without leaving the Gmail itself. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Possible negatives to AMP for email<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">While AMP for email brings revolutionary potential to a powerful medium, not everyone\u2019s convinced it\u2019ll be for the better. In a <\/span><a href=\"https:\/\/litmus.com\/blog\/marketers-cant-wait-to-use-amp-for-email-but-heres-what-will-be-holding-them-back\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">blog post for Litmus<\/span><\/a><span style=\"font-weight: 400;\">, Jain Mistry outlines a few problems the technology may face:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>There\u2019s little support from ESPs:<\/b><span style=\"font-weight: 400;\"> Emails using AMP aren\u2019t like traditional emails, so, they can\u2019t be built the traditional way. If your email service provider can\u2019t support the technology needed to create them, you may find yourself unable to.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>AMP for email only works in Gmail:<\/b><span style=\"font-weight: 400;\"> Currently, AMP for email is exclusive to Gmail. If your email list is primarily Gmail users, this may not be an issue. If it isn\u2019t, you may have to create a non-AMP version of your email for non-Gmail users.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Tracking may be limited:<\/b><span style=\"font-weight: 400;\"> Tracking is crucial to optimization. Currently, marketers can track opens, clicks, etc. to improve campaigns. When you add to the list of actions users can take, you also add to what marketers must to track. Will there be ways to track them?<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>It may confuse users:<\/b><span style=\"font-weight: 400;\"> The problem with completely changing the way we use email is that it could potentially be too much too soon.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">For example Dynamic content; while giving marketers the opportunity to keep their emails up-to-date after sending, could confuse users expecting static content. Mistry writes: \u201cImagine opening the same email once, twice, and then a third time expecting to find the same content and not? It\u2019s a tactic that may lead to losing trust among your subscribers \u2014 a valuable commodity in email marketing.\u201d<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Note &#8211; <\/span><i><span style=\"font-weight: 400;\">This post was originally featured on the <\/span><\/i><a href=\"https:\/\/instapage.com\/blog\/amp-for-email\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">Instapage<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> blog. It is reposted here with some edits.<\/span><\/i><\/p><\/blockquote>\n<p>If you want to design certain kind of email templates (take a look at few of our <a href=\"https:\/\/www.qeinbox.com\/templates\/\" target=\"_blank\" rel=\"noopener\">email template examples here<\/a>) and or want to <a href=\"https:\/\/www.qeinbox.com\/free-email-delivery-test-tool\" target=\"_blank\" rel=\"noopener\">check for the deliverability of your emails<\/a>, get in touch with QeInbox&#8217;s experts. We&#8217;ll guide you and lead you towards a better email marketing scenario.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>AMP for email &#8211; A striking new update on how we engage through emails! On 26th March 2019, AMP Project announced major email clients are beginning to roll out support for AMP. The news is all over and all set to change the future of email interactions. Here is an article that\u2019ll help you uncover &hellip; <a href=\"https:\/\/www.qeinbox.com\/articles\/gmails-amp-for-emails-update\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;AMP for Emails &#8211; Gmail Is Changing The Future of Email Interactions&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":2279,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[55],"tags":[56,10,18],"class_list":["post-2276","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing-updates","tag-amp-for-emails","tag-email-design-tips","tag-email-marketing-in-2019"],"_links":{"self":[{"href":"https:\/\/www.qeinbox.com\/articles\/wp-json\/wp\/v2\/posts\/2276","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.qeinbox.com\/articles\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.qeinbox.com\/articles\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.qeinbox.com\/articles\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.qeinbox.com\/articles\/wp-json\/wp\/v2\/comments?post=2276"}],"version-history":[{"count":5,"href":"https:\/\/www.qeinbox.com\/articles\/wp-json\/wp\/v2\/posts\/2276\/revisions"}],"predecessor-version":[{"id":2612,"href":"https:\/\/www.qeinbox.com\/articles\/wp-json\/wp\/v2\/posts\/2276\/revisions\/2612"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.qeinbox.com\/articles\/wp-json\/wp\/v2\/media\/2279"}],"wp:attachment":[{"href":"https:\/\/www.qeinbox.com\/articles\/wp-json\/wp\/v2\/media?parent=2276"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.qeinbox.com\/articles\/wp-json\/wp\/v2\/categories?post=2276"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.qeinbox.com\/articles\/wp-json\/wp\/v2\/tags?post=2276"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}