Since its introduction in 2019, AMP emails have turn into a advertising and marketing development as a result of they can help you make emails interactive and seize the eye of your subscribers. The Promodo company makes use of AMP emails with shoppers in several industries. Under, we present among the outcomes.
The corporate
Promodo is a efficiency advertising and marketing company within the high ten companies in direct media, content material, and affect advertising and marketing in Ukraine. Two groups of electronic mail entrepreneurs, copywriters, and designers, in addition to a developer work on electronic mail advertising and marketing.
One vital facet of the Promodo method is the continuous use of latest technical alternatives for electronic mail newsletters, in order that shoppers get the utmost engagement and outcomes from their electronic mail advertising and marketing, stand out amongst their rivals, and endorse a picture of a progressive firm.
Problem
Google introduced the creation of AMP for electronic mail in March 2019, and the know-how grew to become accessible to Gmail customers in July. Purchasers, particularly enormous manufacturers, comply with technical improvements and ask companies to make use of AMP in promotional emails.
Promodo determined to make use of AMP content material to make electronic mail newsletters extra memorable, participating, and efficient. On the identical time, they wished the e-mail advertising and marketing staff to have the ability to create these newsletters, quite than allocating time and sources to designers and builders.
Answer
Stripo supplied AMP performance in 2019 within the electronic mail template editor as an AMP electronic mail builder and AMP picture carousel drag-and-drop block to hurry up creating AMP emails.
Because of this, Promodo started to make use of AMP nearly instantly after the chance appeared in Stripo, which was additionally in 2019. When AMP emails first appeared, they have been new not solely to electronic mail entrepreneurs but additionally to subscribers.
The primary AMP integrations weren’t as nicely developed as they’re now, and the Stripo staff stepped in and helped to construct emails.
“Through the preparation of the primary AMP emails, we had a particular chat with the Stripo staff, and that helped us arrange these emails in order that the whole lot labored appropriately with assist for all the functionalities at the moment.”
Svitlana Fursa, head of the retention advertising and marketing division of the Promodo company
Then, in CDP Yespo, which the company makes use of for electronic mail newsletters, they put in the Stripo plugin, and a part of the work with AMP moved there; for shoppers whose electronic mail newsletters are despatched from this method, AMP options are created proper there. Essentially the most complicated blocks are made in Stripo and exported to CDP Yespo utilizing excellent integration.
For Promodo prospects who use different ESPs, electronic mail templates and AMP blocks are developed in Stripo.
Outcomes: How AMP emails interact subscribers
Businesses use completely different instruments for various emails, chosen in keeping with their huge advertising and marketing expertise. On the identical time, it’s essential to do it creatively and in numerous methods. We are going to now current some examples of several types of AMP emails and the way they work.
“The primary shoppers for which we carried out AMP have been Stylus and Intertop, and others adopted. Normally, it goes like this. The consumer says: we discovered that there’s a new know-how, and we would like it.”
Svitlana Fursa, head of the retention advertising and marketing division of the Promodo company
Product playing cards
Creating the primary emails with interactive product playing cards took numerous sources from our and Stripo’s groups as a result of it was a sophisticated idea to implement.
We don’t use this format usually because it has a sophisticated format with merchandise in every electronic mail. It’s simpler to make use of good containers, the place all the data is pulled up when a hyperlink is added.
Right here is an instance of an electronic mail publication with AMP product playing cards made for Intertop. As you may see, due to AMP, the subscribers instantly see the product in all accessible colours and sizes, after which they’ll instantly proceed to buy on the location.
In consequence, the conversion fee elevated by 12%, even on Black Friday.
(Supply: E mail publication by Promodo for Intertop)
Gamification
The company additionally actively makes use of gamification in emails. It was one of many first sorts of AMP content material in newsletters. Gamification works nicely with vacation newsletters. Subscribers adore it and reply actively. Whereas the primary video games have been troublesome to make, the staff now is aware of find out how to do it, and subsequent iterations are considerably sooner to make. The impact could be very pleasing and definitely worth the time spent.
Recreation: “Discover a pair”
The sport “discover a pair” was made for the New Yr’s publication for the automotive tire store Shiny&Diski. Subscribers who matched all the pairs acquired a promo code. The end result was a click-to-open fee improve of 27% in comparison with electronic mail newsletters on an identical day with merchandise and a reduction.
(Supply: E mail publication by Promodo for Shiny&Diski)
Right here is one other instance, this one for a Black Friday electronic mail marketing campaign for the {hardware} and electronics retailer Stylus.
(Supply: E mail publication for Stylus)
Roulette recreation: “Spin to win”
For Karcher, we made a publication with a roulette wheel of the completely different cleansing tools as prizes. Subscribers might spin the roulette wheel within the electronic mail to win a present. This recreation produced a 17.5% CTR.
(Supply: E mail publication for Karcher)
Puzzle recreation
We developed a puzzle recreation for the Easter electronic mail marketing campaign for Bomba, a web based retailer for digital and residential home equipment and electronics. Subscribers collected puzzles and acquired a bonus of 200 lei for purchases within the retailer. The clicking-to-open fee was 34.3% — an excellent indicator for the trade.
(Supply: E mail publication by Promodo for Bomba)
Right here is yet another puzzle recreation for the St. Valentine’s Day promo electronic mail marketing campaign for Stylus.
(Supply: E mail publication by Promodo for Stylus)
Carousels and accordions
The Promodo staff used AMP accordions to optimize the e-mail template. We wanted so as to add many merchandise and classes, which might be a protracted learn for patrons and inconvenient to scroll via. An accordion is simpler to make use of—prospects can click on on the classes and see the merchandise.
As well as, the accordion block can be utilized as a minigame to create intrigue, as on this instance.
(Supply: E mail publication by Promodo for Napoli)
The carousel block makes emails extra dynamic and interesting. It attracts consideration to promotions and gross sales on this attire and footwear retailer instance.
(Supply: E mail publication by Promodo for Intertop)
Essential be aware: It is very important perceive that AMP is a resource-consuming know-how, even when emails are constructed utilizing the handy Stripo editor. For instance, the event of a promotional electronic mail with out AMP within the editor takes 3–5 hours (relying on the quantity of knowledge, the variety of merchandise, and required creatives), whereas an AMP electronic mail with a puzzle takes 7.5 hours, and an AMP electronic mail with a find-a-pair recreation takes 9 hours.
You shouldn’t add AMP to each publication, in order to not overwhelm subscribers. What works nicely for engagement is to often add a wide range of AMP content material.
How AMP content material exports to ESPs and CDPs
In CDP Yespo, AMP exports from Stripo completely. With different methods, there could also be conditions which can be lower than splendid, corresponding to the necessity to copy the code by way of HTML after which edit this code just a little.
Some ESPs—for instance, Klaviyo, SendPulse, and Mailchimp—nonetheless don’t assist AMP know-how. The know-how is not going to work with any export methodology, and emails with AMP can’t be executed. These are service limitations to contemplate.
Technically, this answer is feasible: make AMP content material on Stripo and lead all subscribers to the net model of the e-mail in order that they see the interactive options. However from a advertising and marketing viewpoint, this isn’t an efficient manner since there will probably be few transitions, and numerous effort was spent on improvement.
Essential be aware: Verify if direct AMP export from Stripo to your ESP and electronic mail consumer is on the market. On the integrations web page, enter the title of the service within the search bar. If you happen to see the AMP icon, the content material will export with out issues.
Blitz query from Stripo
Did utilizing AMP Stripo blocks prevent time in comparison with HTML-coded AMP emails?
“Sure, after all. With ready-made blocks, particularly with their easy modifying and customization, we spent much less and fewer time on pre-configured AMPs.”
Svitlana Fursa, head of the retention advertising and marketing division of the Promodo company
Plans and new challenges
Now, most often, Promodo makes use of AMP for promo emails. The plan is to actively use it in triggered electronic mail newsletters and add it to automated emails, for instance, subscription confirmations and different emails within the circulation. It is going to be fascinating to see the way it works.
Do you wish to make your emails brilliant and interesting with AMP?
