Travel industry developments : newsletters with AMP for E-mail

How the travel business will benefit from AMP for Email. What is AMP for Email ? AMP for Email delivers a personalized experience to every Gmail recipient. AMP stands for “Accelerated Mobile Pages,” initially launched by Google in 2016 as an open-sourced library to help publishers load pages/sites more quickly in mobile. It’s had a huge impact on SEO and now it’s ready for email.

Interest in interactive email is high. At the beginning of 2018, marketers told Litmus that interactive email is the top email design trend of 2018, with more marketers expected to embrace interactive email techniques. AMP for Email, in theory, has the potential to bring email marketers a big step closer to their interactive email goals.

While AMP for email brings revolutionary potential to a powerful medium, not everyone’s convinced it’ll be for the better. In a blog post for Litmus, Jain Mistry outlines a few problems the technology may face: For example: Dynamic content, while giving marketers the opportunity to keep their emails up-to-date after sending, could confuse users expecting static content. Mistry writes: “Imagine opening the same email once, twice, and then a third time expecting to find the same content and not? It’s a tactic that may lead to losing trust among your subscribers – a valuable commodity in email marketing.”

What are the benefits in Email Marketing for the Travel Industry? Offering hotels, flights and holiday packages through an email newsletter channel has been a challenge in the travel business as customer satisfaction can be very cumbersome. By the time a newsletter subscriber opens the email, it is likely that hotel prices have changed or flights are already sold out. The travel seeker has to leave the email realm and is forced to visit the travel agencies’ website to check prices and availability again. In such cases, the traveler is also tempted to involve another travel provider in the search. With the launch of Google AMP for Email, however, that information and usability gap can now be closed, eventually leading to a higher ROI for the whole travel industry in email marketing. More effective A/B testing: Running email campaigns in variable segments required a large test group and a delay for the other groups. With dynamic emails, however, these tests can performed with all first opener recipients until a threshold is reached. Eventually lowering complexity and time consumption for A/B testing to a minimum. Moreover, A/B testing will have an immediate impact on all future opens of every email. See extra info on How the travel industry will evolve with AMP for Email.

To better understand marketers’ thoughts on AMP for Email, we polled over a thousand marketers on whether they’ve heard of AMP for Email, and if they had any plans on using it. Of those that did know what AMP for Email was, 31% said they were very likely to use it.

It’s vital for marketers to know how well their email campaigns perform. Currently, marketers can use a range of analytics software and email metrics to get all sorts of engagement and revenue data from their email campaigns.

Now that you know what AMP is, you can probably imagine how AMP for Email might work. Essentially, it brings the power of AMP into email and, like AMP, offers JavaScript-like functionality for creating dynamic emails without actually using JavaScript. This is particularly useful since all email clients block Javascript by default – AMP offers a limited alternative to JavaScript without having to use arbitrary code in email. The AMP for Email spec is proposing to do all this by allowing email publishers to embed AMP directly in a message body as a new MIME part – text-x-amphtml – which would be rendered by email clients (with a fallback to non-AMP content). The proposed name for this particular project is “AMPHTML Email.”

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