Since its introduction in 2019, AMP emails have turn out to be a advertising and marketing pattern as a result of they mean you can make emails interactive and seize the eye of your subscribers. The Promodo company makes use of AMP emails with shoppers in numerous industries. Beneath, we present among the outcomes.
The corporate
Promodo is a efficiency advertising and marketing company within the prime ten companies in direct media, content material, and affect advertising and marketing in Ukraine. Two groups of e-mail entrepreneurs, copywriters, and designers, in addition to a developer work on e-mail advertising and marketing.
One essential facet of the Promodo method is the continuous use of latest technical alternatives for e-mail newsletters, in order that shoppers get the utmost engagement and outcomes from their e-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 e-mail in March 2019, and the know-how grew to become accessible to Gmail customers in July. Shoppers, particularly big manufacturers, observe technical improvements and ask companies to make use of AMP in promotional emails.
Promodo determined to make use of AMP content material to make e-mail newsletters extra memorable, participating, and efficient. On the identical time, they needed the e-mail advertising and marketing staff to have the ability to create these newsletters, somewhat than allocating time and assets to designers and builders.
Resolution
Stripo provided AMP performance in 2019 within the e-mail template editor as an AMP e-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 e-mail entrepreneurs but in addition to subscribers.
The primary AMP integrations weren’t as effectively developed as they’re now, and the Stripo staff stepped in and helped to construct emails.
“In the course of 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 e-mail newsletters, they put in the Stripo plugin, and a part of the work with AMP moved there; for shoppers whose e-mail newsletters are despatched from this technique, AMP options are created proper there. Probably the most complicated blocks are made in Stripo and exported to CDP Yespo utilizing good integration.
For Promodo prospects who use different ESPs, e-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 response to their huge advertising and marketing expertise. On the identical time, it’s essential to do it creatively and in numerous methods. We’ll now current some examples of various kinds of AMP emails and the way they work.
“The primary shoppers for which we applied AMP have been Stylus and Intertop, and others adopted. Often, it goes like this. The shopper says: we came upon 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 a variety of assets from our and Stripo’s groups as a result of it was an advanced idea to implement.
We don’t use this format usually because it has an advanced structure with merchandise in every e-mail. It’s simpler to make use of good containers, the place all the knowledge is pulled up when a hyperlink is added.
Right here is an instance of an e-mail e-newsletter with AMP product playing cards made for Intertop. As you possibly can see, due to AMP, the subscribers instantly see the product in all accessible colours and sizes, after which they will immediately proceed to buy on the positioning.
In consequence, the conversion fee elevated by 12%, even on Black Friday.
(Supply: Electronic mail e-newsletter by Promodo for Intertop)
Gamification
The company additionally actively makes use of gamification in emails. It was one of many first varieties of AMP content material in newsletters. Gamification works effectively with vacation newsletters. Subscribers adore it and reply actively. Whereas the primary video games have been tough to make, the staff now is aware of methods to do it, and subsequent iterations are considerably quicker to make. The impact could be very pleasing and definitely worth the time spent.
Sport: “Discover a pair”
The sport “discover a pair” was made for the New Yr’s e-newsletter for the automotive tire store Shiny&Diski. Subscribers who matched all the pairs obtained a promo code. The consequence was a click-to-open fee improve of 27% in comparison with e-mail newsletters on an analogous day with merchandise and a reduction.
(Supply: Electronic mail e-newsletter by Promodo for Shiny&Diski)
Right here is one other instance, this one for a Black Friday e-mail marketing campaign for the {hardware} and electronics retailer Stylus.
(Supply: Electronic mail e-newsletter for Stylus)
Roulette sport: “Spin to win”
For Karcher, we made a e-newsletter with a roulette wheel of the completely different cleansing gear as prizes. Subscribers may spin the roulette wheel within the e-mail to win a present. This sport produced a 17.5% CTR.
(Supply: Electronic mail e-newsletter for Karcher)
Puzzle sport
We developed a puzzle sport for the Easter e-mail marketing campaign for Bomba, a web-based retailer for digital and residential home equipment and electronics. Subscribers collected puzzles and obtained a bonus of 200 lei for purchases within the retailer. The press-to-open fee was 34.3% — an excellent indicator for the trade.
(Supply: Electronic mail e-newsletter by Promodo for Bomba)
Right here is yet another puzzle sport for the St. Valentine’s Day promo e-mail marketing campaign for Stylus.
(Supply: Electronic mail e-newsletter 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 by means of. 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: Electronic mail e-newsletter by Promodo for Napoli)
The carousel block makes emails extra dynamic and fascinating. It attracts consideration to promotions and gross sales on this attire and footwear retailer instance.
(Supply: Electronic mail e-newsletter by Promodo for Intertop)
Necessary word: 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 e-mail with out AMP within the editor takes 3–5 hours (relying on the quantity of data, the variety of merchandise, and required creatives), whereas an AMP e-mail with a puzzle takes 7.5 hours, and an AMP e-mail with a find-a-pair sport takes 9 hours.
You shouldn’t add AMP to each e-newsletter, in order to not overwhelm subscribers. What works effectively for engagement is to often add quite a lot 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 might be lower than perfect, akin 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 technique, and emails with AMP can’t be performed. 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 standpoint, this isn’t an efficient means since there will likely be few transitions, and a variety of effort was spent on improvement.
Necessary word: Test if direct AMP export from Stripo to your ESP and e-mail shopper is offered. On the integrations web page, enter the title of the service within the search bar. In case you 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, typically, Promodo makes use of AMP for promo emails. The plan is to actively use it in triggered e-mail newsletters and add it to automated emails, for instance, subscription confirmations and different emails within the move. It will likely be attention-grabbing to see the way it works.
Do you wish to make your emails vivid and fascinating with AMP?
