Google Raises The Stakes: AMP For Email Is Here https://ift.tt/2HGWXLn Google is rolling out the long-promised AMP (accelerated mobile pages) for email, a feature that will fuel interactive email messages, the company announced on Tuesday. AMP is an open-source framework designed to make mobile pages load faster. Now being extended to email, it will lead to “more engaging, interactive, and actionable email experiences,” Google said when first announcing it was working on the project in 2018. Email experts largely agree with this seeming hype. “AMP for Email represents a significant development in the interactivity possible in the inbox,” says Len Shneyder, head of industry relations for Twilio SendGrid. “We all know that email is the most pervasive digital communication channel with the highest ROI; however, it remains mostly static.” In contrast, “AMP for Email brings the capabilities of email closer to what is possible through a mobile app or mobile website,” Shneyder continues. “Marketers can build dynamic elements into the bodies of messages that allow users to RSVP to events and have fresh content whenever they open the message to detail just a few use cases.” advertisement advertisement “I love the idea, but fail to see this taking off without more widespread adoption by other email providers (i.e., Yahoo, MS) and email clients (i.e., Outlook, iOS mail, etc.),” comments Tom Sather, senior director of research at Return Path Sather adds that “for this particular feature, it would need to be supported and enabled at the Email Service Provider level that sends the emails.” He adds that Return Path’s professional services team is equipped to help with development. For its part, Twilio SendGrid is offering that its Email API customers on the V3 platform will soon be able to send AMP-enabled emails. “Since AMP is a new, never before seen content type, ESPs have to make changes in their system to allow the sending of AMP content,” Shneyder notes. “Twilio SendGrid’s v3 Mail API currently allows our customers to define custom MIME parts as their businesses require.” "Senders using Twilio SendGrid’s v3 Mail API can include the text/x-amp-html content type in addition to the standard TEXT and HTML content types that all email are built with today,” he says. Those clients will also have to make sure they have a positive sending reputation with Gmail, Twilio SendGrid notes. Google wrote last year: “Imagine you could complete tasks directly in email. With AMP for Email, you’ll be able to quickly take actions like submit an RSVP to an event, schedule an appointment, or fill out a questionnaire right from the email message.”
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH March 26, 2019 at 04:02PM
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