Since its introduction in 2019, AMP emails have grow to be a advertising pattern as a result of they help you make emails interactive and seize the eye of your subscribers. The Promodo company makes use of AMP emails with purchasers in several industries. Beneath, we present a few of the outcomes.
The corporate
Promodo is a efficiency advertising company within the high ten businesses in direct media, content material, and affect advertising in Ukraine. Two groups of electronic mail entrepreneurs, copywriters, and designers, in addition to a developer work on electronic mail advertising.
One essential facet of the Promodo method is the continuous use of latest technical alternatives for electronic mail newsletters, in order that purchasers get the utmost engagement and outcomes from their electronic mail advertising, stand out amongst their opponents, 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 obtainable to Gmail customers in July. Purchasers, particularly enormous manufacturers, observe technical improvements and ask businesses 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 similar time, they needed the e-mail advertising group to have the ability to create these newsletters, quite than allocating time and assets to designers and builders.
Resolution
Stripo provided 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.
Due to this, Promodo started to make use of AMP virtually 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 properly developed as they’re now, and the Stripo group stepped in and helped to construct emails.
“Throughout the preparation of the primary AMP emails, we had a particular chat with the Stripo group, and that helped us arrange these emails in order that all the pieces labored appropriately with assist for the entire functionalities at the moment.”
Svitlana Fursa, head of the retention advertising 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 purchasers whose electronic mail newsletters are despatched from this technique, AMP options are created proper there. Probably the most advanced 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 have interaction subscribers
Companies use totally different instruments for various emails, chosen in keeping with their huge advertising expertise. On the similar time, it’s essential to do it creatively and in varied methods. We are going to now current some examples of various kinds of AMP emails and the way they work.
“The primary purchasers for which we carried out AMP have been Stylus and Intertop, and others adopted. Normally, it goes like this. The consumer says: we came upon that there’s a new know-how, and we would like it.”
Svitlana Fursa, head of the retention advertising division of the Promodo company
Product playing cards
Creating the primary emails with interactive product playing cards took lots of assets from our and Stripo’s groups as a result of it was a sophisticated idea to implement.
We don’t use this format typically because it has a sophisticated structure with merchandise in every electronic 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 electronic mail publication with AMP product playing cards made for Intertop. As you possibly can see, due to AMP, the subscribers instantly see the product in all obtainable colours and sizes, after which they will straight proceed to buy on the positioning.
In consequence, the conversion price elevated by 12%, even on Black Friday.
(Supply: Electronic mail publication by Promodo for Intertop)
Gamification
The company additionally actively makes use of gamification in emails. It was one of many first kinds of AMP content material in newsletters. Gamification works properly with vacation newsletters. Subscribers adore it and reply actively. Whereas the primary video games have been tough to make, the group now is aware of methods to do it, and subsequent iterations are considerably quicker to make. The impact may be very pleasing and well worth the time spent.
Recreation: “Discover a pair”
The sport “discover a pair” was made for the New Yr’s publication for the automobile tire store Shiny&Diski. Subscribers who matched the entire pairs obtained a promo code. The end result was a click-to-open price enhance of 27% in comparison with electronic mail newsletters on an analogous day with merchandise and a reduction.
(Supply: Electronic 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: Electronic mail publication for Stylus)
Roulette sport: “Spin to win”
For Karcher, we made a publication with a roulette wheel of the totally different cleansing gear as prizes. Subscribers may spin the roulette wheel within the electronic mail to win a present. This sport produced a 17.5% CTR.
(Supply: Electronic mail publication for Karcher)
Puzzle sport
We developed a puzzle sport 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 obtained a bonus of 200 lei for purchases within the retailer. The press-to-open price was 34.3% — an excellent indicator for the trade.
(Supply: Electronic mail publication by Promodo for Bomba)
Right here is yet one more puzzle sport for the St. Valentine’s Day promo electronic mail marketing campaign for Stylus.
(Supply: Electronic mail publication by Promodo for Stylus)
Carousels and accordions
The Promodo group 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 less complicated 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 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: Electronic mail publication by Promodo for Intertop)
Necessary 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 data, 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 sport takes 9 hours.
You shouldn’t add AMP to each publication, in order to not overwhelm subscribers. What works properly for engagement is to sometimes 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 are lower than superb, equivalent to the necessity to copy the code through HTML after which edit this code slightly.
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 finished. 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 perspective, this isn’t an efficient approach since there might be few transitions, and lots of effort was spent on growth.
Necessary be aware: Verify if direct AMP export from Stripo to your ESP and electronic mail consumer is offered. On the integrations web page, enter the identify of the service within the search bar. When 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, in fact. 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 division of the Promodo company
Plans and new challenges
Now, normally, 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 stream. Will probably be attention-grabbing to see the way it works.
Do you need to make your emails shiny and interesting with AMP?
