Last updated on February 4th, 2020
Our digital age has made everything easier. From search engines and browsers, topics can be accessed with a click of a button, messages can be sent in real time through emails and mobile apps, and businesses can set-up shop right away without the usual heavy physical costs. But Google just made actions in the online realm much easier with dynamic emailing. Considered one of the biggest transformations in email, taking action with Gmail’s new feature just got more interesting and effective by giving users an interactive email experience on both desktop and mobile.
How It Works
Accelerated Mobile Pages, AMP for short, is an open-source initiative to improve load times for mobile pages. AMP has evolved to include more advanced capabilities, such as accepting user input, displaying interactive elements, and the ability to fetch fresh data. With its recent release last July 2019, Gmail’s dynamic email allows you to use your email in new and different ways. You no longer have to leave your current Gmail screen or window when you interact with emails and their contents. Whether you’re a marketer or business owner, this feature will allow your recipients to do things like respond to messages, schedule an appointment, browse image posts, confirm attendance at an event, answer surveys, and fill out questionnaires without ever having to open a new tab or go to the actual website. Everything will be seen in your Gmail.
Back then, you would have to make changes in a separate window when checking out things like Google documents, event RSVPs, products in Shopify or booking a plane ticket. Now with dynamic email, you’ll see an up-to-date thread in Gmail and can act directly within a message. Since dynamic emails refresh themselves, email threads will also be updated automatically. And instead of receiving separate email alerts, users can view new comments and respond directly within the email message.
Why It’s Good For Business
Gmail users can save a lot of time by using the dynamic email feature. With instant interactions without having to open a different website, window, or thread, this ultimately helps improve workflow through quick engagements and responses. Customer experience is highlighted, as they would be able to make an easy look into your landing pages or online store and eventually make an easy purchase without going through too many tabs. This streamlined interaction allows for good sales conversions for eCommerce stores and online businesses. If you leverage this feature for your company or business, it will be easier for your staff and target audience or recipients to respond to and engage with your emails.
Chrome, Safari, and other top desktop browsers already support the dynamic email feature. iOS and Android are also expected to support this feature for the Gmail app after the mobile launch. With 75% of Gmail users accessing their email on mobile, using this feature can help you connect with your team and ideal customers in a better and more innovative way. Combine the power of this feature with high-quality email content, and you’ll also likely increase your open rates, customer base, and sales.
Booking.com, Pinterest, OYO Rooms, and Doodle are some of the first companies that Google has approved to use dynamic emails. The list of companies are expected to grow as the feature picks up steam. If you’re worried about receiving actionable emails from strange domains, no worries. Google vets each company before allowing them to use the feature.
Ecommerce businesses will greatly benefit from this feature, as it can help optimize eCommerce marketing strategies, especially in email marketing. Clicking on call-to-action buttons would open up to the store through their emails and allow your subscribers to navigate products and put in offer codes right inside the email. It can also be utilized to provide customers with fresh and personalized content and recommendations directly through Gmail.
What Happens to Traditional Email?
Email messages are mostly static. Once delivered, an email’s content stays the same. Opting for Gmail’s dynamic email will make the content easy to update and be changeable — after it has been sent. The idea of including live content could bring mobile sites into the email itself. Consumers could browse or shop without having to visit the site. An email could update information in real time. Instead of sending multiple emails, one could simply load fresh data into the original version to update automatically.
By streamlining the conversion path from email even more with having fewer clicks, AMP for emails should generally produce more sales. It likely creates opportunities for eCommerce businesses, such as:
- Live product info
- Real-time order processing details in one email, including updates to order and shipping status
- The ability for recipients to submit forms, such as product reviews directly from their email
- Animated images in the body of the email such as product rotations
- Order confirmation emails from a retailer could be updated in real-time as the product is shipped and delivered
Note that this feature is enabled by default. However, you have the option to disable or turn it off if you still prefer the traditional email function. Whether you have a personal or corporate Gmail account, you’ll likely find this feature useful.
With online activity constantly evolving to make things easier and accessible, communication and marketing through email are in for a much needed change. Not only can the dynamic email feature change how you use Gmail, it can also transform how you reach out to your market and manage and grow your business.
Can dynamic emails/AMP for emails impact the growth of your eCommerce business? Including it in your email marketing strategy might be something to consider. Contact us and let’s get into dynamic interactions.