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.