Email marketing platform MessageGears will now provide support for Google’s AMP for Email. Customers will be able to include interactive AMP components within their emails.

The AMP-enabled features allow recipients to take actions — such as RSVPing to an event — directly within email, rather than following a redirect to a different site or landing page.

Why we should care

Creating an interactive environment directly within the inbox could boost email engagement. AMP for Email also offers new opportunities for marketers to learn more about their subscribers through the actions they take within their emails. Those actions can then be used to inform personalization.

At a time when consumers crave — and respond to — personalized content, marketers who leverage AMP for Email to deliver personalized experiences to the inbox can anticipate the best results.

“AMP now enables
all-new email experiences like being able to submit RSVPs to events, fill out
questionnaires, browse catalogs, or respond to comments right within the
email,” wrote the Google AMP team in introducing the product earlier this year.
“Emails can also stay up to date, displaying the freshest content from comment
threads or the latest recommendations.”

More on the news

  • Dynamic AMP for Email rolled out to Gmail users earlier this year.
  • MessageGears is one of the first email service providers (ESPs) to support AMP for Email.
  • “Seeing the potential of AMP for Email, we’ve been really excited about supporting it in our platform,” MessageGears chief product officer Dan Roy said. “It’s one of the most interesting innovations in email technology in a long time. We can’t wait to see some of the amazing ways marketers are going to be able to use AMP to enhance the inbox experience and change the way people think about email.”

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About The Author

Jennifer Videtta Cannon serves as Third Door Media’s Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.