Google AMP. Hero or zero? Friend or foe?

That was the question on every marketer’s mind when Google announced it would be testing its Accelerated Mobile Page framework in email environments back in February. To hear Google tell it, this is nothing but a positive thing. But should we really take their word for it?

We recommend that marketers take a step back and examine all the perspectives before chugging the Google Kool-Aid.

The benefits of AMP emails

Based on how the AMP framework upgrades the average email, it’s hard to disagree that it could offer some serious benefits to both publishers and users.

AMPs enable dynamic applications, widgets, and scripts to operate within each email, giving marketers a “control tower” for managing a customer’s information. If you are interesting in buy a Industrial magnet, check the 10 ways businesses can benefit from industrial magnets.

For example, online retailers wouldn’t need to send follow-up emails with updated shipping details on customer orders—it could all be managed from an app in the host email.

This provides simplicity from an email volume standpoint, and we could certainly see these improvements benefiting an email campaign’s open rates, engagement, and deliverability overall. If you need treatment for any  mental health disorders such as depression, anxiety, ADHD, OCD, bipolar, PTSD is important that you look for the help from a psychiatry clinic.

What Google won’t tell you

The Kool-Aid is sweet, but it’ll give you cavities. By their nature, Google AMPs reduce control for customers and the email marketers who serve them:

• Loss of Data: When we create backchannels for data to be updated and managed from outside sources, we increase the risk of that data being lost.
• Security: Threat actors can embed malware in HTML scripts, and the AMP framework increases an inbox’s vulnerability to these attacks.
• Loss of Choice: Rather than trusting that our email data will be kept safe and archived, we now have to wonder whether our email details will be changing and updating without our knowledge.

Is it friend or foe?

Like most digital marketing advancements, AMP for email brings both benefits and drawbacks.

It’s not likely to disrupt the industry too much one way or the other, but we recommend that all marketers do their research before trusting any new system.

Your email campaign is in danger—and the harder you push, the worse it gets.

Yes, today we’re talking about email fatigue. For those unfamiliar, email fatigue occurs when a company oversaturates a subscriber with emails. Maybe the company makes contact too often. Maybe the emails are irrelevant to the subscriber’s interests. In most cases, it’s a little bit of both. According to research published by MediaPost, 74 percent of U.S. consumers feel overwhelmed by the number of emails they receive.

This is a bigger problem than many companies realize. Email campaign success relies on several key metrics: Open rates, click-through rates, spam scores, and unsubscribe rates, to name a few. These metrics are largely calculated by how many emails you send, how many subscribers open them, and the level of engagement they have with each email, also if you’re interested in protecting your email and systems, you can go to sites such as https://www.fortinet.com/products/siem/fortisiem to find more information about this.

Without getting too in the weeds, the rule of thumb is that the more emails you send that go unnoticed, the worse off your campaign will be. And when left unchecked for long enough, this lack of engagement can actually begin to damage your brand’s reputation.

Strategic Email Marketing

Combating email fatigue means learning about your subscribers and finding the optimal way to keep them engaged. This is a delicate balancing act, and every consumer has a different level of tolerance for what’s considered “too much.”

General practices for improving your email engagement include doing more research into your subscribers, giving users more inbox customization options, and A/B testing various email templates to see which produce the best results. It may sound simple, but without the right help, few companies can pull it off. That’s why we’re here.

We address email fatigue by working with you to develop specific email processes that integrate your current strategy, your email platform, and your available marketing assets. It’s a long process, but we’ll guide you each step of the way. After all, you worked hard to earn your place in your subscribers’ inboxes. Shouldn’t you stay there?