11July 2024
The initial jog for AMP-enabled emails may have dulled. The pandemic already drew marketers’ attention away from experimenting with fancy emails. Add to that Google’s curious insistence on the AMP standard being a standalone application, unrelated to its parent founder, which might have caused a promotional trough.
More significantly, the incredibly low support for AMP emails in the US and Europe has pushed the standard to relative obscurity. Since consumers are yet to be fully trained to experience AMP emails, there hasn’t been any solid sense of loss among marketers. Most marketers are happy to include standard interactive features into their emails, such as hamburger menus, hotspots, games, toggles, tabs, etc.
But all’s not lost! Quite a number of ESPs do support AMP technology. In this how-to guide, you will learn how to enable AMP in Braze, one of the leading ESPs and customer management platforms in the market today. Let’s get going!
- What is AMP?
Launched by Google in 2019, AMP (Accelerated Mobile Pages) is an open source HTML framework developed by the AMP Open Source Project.
AMP enhances the performance and user experience of mobile web content by simplifying code and enabling near-instant loading. It achieves this by compressing large files and loading only essential elements required to display a webpage.
There are four types of AMP: AMP websites, Web Stories, AMP ads, and AMP emails.
In the context of email marketing, AMP allows marketers to create dynamic and interactive emails, featuring elements such as carousels, accordions, drop-down menus, forms, etc. The goal is to bring app-like functionality within emails. Here’s an example of an AMP-powered email. (Note: ⚡ is the standard sign of an AMP email)