AMP takes Personalization and Engagement to a different level
One digital channel that has not changed much since its arrival is email. It is the most widely used and the statistics are truly staggering.
And it is no wonder why – as for every $1 spent, email marketing generates $38 in ROI and gives marketers the broadest reach of all the channels available to them. Everyone has an email address. Email addresses are your entryway into various websites. When you sign up, you are asked for an email address. While it might be tempting to think that social media is the way to reach the masses, email is the channel with the widest reach, it would be good to remember that there are 3 times more email accounts than Facebook and Twitter accounts combined.
In fact, Email is almost 40 times more effective than Facebook and Twitter combined in helping your business acquire new customers. (McKinsey)
The email is one thing that customers ask for. They provide consent to be contacted by businesses when they sign up.
This translates to a higher conversion rate, as the business only connects with those who already have an interest in their brand. There are those who send unsolicited email marketing messages. But they don’t really work well.
Email marketing is cost-effective and inexpensive and is a great platform for targeted messaging and personalized communication. Another great advantage that email marketing brings is that most email marketing software lets you track the emails that you send. You can track open, click-through, and conversion rates. That gives you the information to see if anything needs to be improved in campaigns.
Customers do not like a ‘one size fits all kind of email message that is sent to everyone on a business’s mailing list. So in order to send relevant and meaningful communication to customers, marketers, segment their email marketing lists. Mailchimp’s latest user data showed that segmented campaigns get 14.37% more opens and 64.78% more clicks than non-segmented campaigns.
There are various ways to segment an audience and the more sophisticated the segmentation, the better the targeting. It is possible to segment customers based on demographic data – like age, gender, company position, income level, etc. Segmentation by geographical location is very effective for businesses where locations influence purchasing decisions. Segmentation based on past buying behavior is also a great way to fine-tune targeting – what they bought, how much they spent, etc.
Personalization is when marketers use the information and data that they have about their customers to make their communication sound tailor-made for each of them. But while everyone realizes the value of personalized communication and the impact it has, not everyone does it. Personalization can bring increased conversions, a higher level of engagement, improve customer loyalty and increase retention rates.
It is very important that a message to a customer be tailor-made for him. It needs to be relevant and of value to him.
It is not enough to address him by name! Customers are constantly bombarded with messages and noise and clutter that it is important to be relevant to break through all this crowded information space.
Despite its wide ubiquitous usage, not much has changed in email except for the inclusion of rich text or images and including personalization variables.
But this is not all that you can do with email.
Accelerated Mobile Pages (AMP)
The possibilities of interaction via email have grown by leaps and bounds.
And AMP (Accelerated Mobile Pages) Emails are the best thing that happened to email since its launch. This is fundamentally an HTML page that is designed to be super lightweight and really fast-loading, which makes it great for marketers.
Up until AMP came along, email content has been mainly static. The person receiving the email can read something, maybe watch a video or click a link to go to a website. But now, with AMP, a far more versatile engagement is possible. Marketers can include a form in it, for users to fill up, for example.
With AMP Emails, you can provide engaging, dynamic, and interactive content on your emails to enhance and modernize the email experience, while keeping user data safe.
Currently, only Gmail, Yahoo, and Mail.ru mail clients support AMP emails.
However, these three mail clients control more than 42% of the market share, and adopting AMP emails now will help make you a pioneer once other mail clients start supporting it.
AMP emails take email personalization a level up by facilitating users to take actions in the mail itself.
Users can manage their subscriptions, participate in surveys, manage their bookings, etc.
AMP emails do this by having the server retrieve fresh content from remote endpoints, keeping the email content up to date.
Note: AMP extends beyond email. With AMP, you can create immersive and interactive experiences on your websites, social media stories, and ads as well.
Effective email marketing can be worth all the time and effort spent. We would love to know how you have been handling it. You can write to us at firstname.lastname@example.org.
Email communication is a great way to strengthen your connection with your customers and building a strong digital presence for your brand.