用于电子邮件的AMP

AMP for 电子邮件

Dec 19, 2022

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Bird

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电子邮件

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用于电子邮件的AMP

为每个Gmail收件人提供个性化的体验

AMP for Email可以帮助企业通过互动元素来优化他们的电子邮件，提供独特的、有吸引力的用户体验。如果你有兴趣在你的电子邮件战略中使用AMP营销，那么了解有关AMP电子邮件的功能、好处、限制和规定是非常必要的。

AMP stands for “Accelerated Mobile Pages,” initially launched by Google in 2016 as an open-sourced library to help publishers load pages or sites more quickly in mobile. It’s had a huge impact on SEO and now it’s ready for email. AMP for Email is the ability to combine dynamic, real-time, up-to-date content, and interactivity into a personalized individual experience for every Gmail recipient inside their inbox.

What Does AMP for Email Mean for Email Marketers and Developers?

对于营销人员来说，这意味着用户直接在邮件中完成操作，而不是转到一个登陆页面，例如对某一活动进行回复，接受调查，验证他们的电子邮件地址，浏览你的产品的在线目录，等等。

For developers, the logic is implemented in JavaScript. Styling can be customized easily via CSS3, and you can leverage various AMP elements from carousels to up-to-date fresh content. But to add it to existing emails, you just need to add a new MIME part with a content type of text/x-amp-html as a descendant of multipart/alternative. For developers using SparkPost, we’ve rolled out support for AMP, and you can view documentation here.

What Types of Emails Should Use AMP?

在之前的一篇博文中，我们给出了一份关于如何最好地使用AMP的建议清单，然而，这里有一些真实的例子，以及来自我们一些参加谷歌AMP测试项目的客户的引言。

通过Booking.com，收件人可以在国内和国际旅行目的地之间进行筛选。

Example of Booking.com AMP-enabled email

通过 Pinterest，收件人可以搜索热门板块建议，并向自己的板块添加新的图钉，一切都在inbox 中完成！

我们的其他客户目前正在尝试将 AMP 纳入其电子邮件campaigns 。

"我们超级兴奋地看到AMP如何改变电子邮件空间，并期待着尽快将我们的产品加入其中"--Makena，Zillow产品经理

What to Look Out for When Using AMP for Email?

在你为在邮件中添加 AMP 而兴奋不已之前，你应该停下来想一想，你到底想如何贴心地添加 AMP 来提升读者在inbox 中的体验。老实说，收件人不应该突然意识到他们的邮件已经嵌入了 AMP 内容，而更多的只是邮件中的一种直观改进，从一开始就应该存在。

Think of adding in the carousel component for giving customers — the option to preview the interior photos of an Airbnb rental or new home for sale on Zillow, a shipping status update button on a FedEx and UPS email, or the ability to search and browse without being kicked into a web browser.

Second, AMP content is dynamic and shouldn’t take away from the static nature that email users trust and expect when it comes to email. Confirmation numbers, invoices, purchase confirmations, flight information, and calendar events are parts of an email that shouldn’t be dynamically updated and changed over time, for the sake of users to go back and search their emails to recall certain information on transaction emails.

However, adding in the ability to opt-in and subscribe or opt-out on transaction emails dynamically could be a better transactional email use case. AMP should be used to better your customer’s experiences in the inbox.

AMP电子邮件的好处

毫无疑问，AMP 电子邮件为电子邮件收件人带来了便利，使他们能够在不离开inbox 的情况下完成诸如活动 RSVP、确认约会、管理电子邮件首选项、预订旅行等任务。AMP 营销具有以下优点，使客户和企业都能从中受益：

丰富的inbox 体验： AMP emails deliver a highly interactive customer experience, utilizing components like carousels, accordions, tabs, and other dynamic layout options to create a rich and engaging inbox experience.
加强安全。 Because AMP for Email doesn’t allow third-party advertisements, it maintains greater security and privacy for users, protecting their information from breaches.
最新的信息。 This technology ensures that all emails stay up to date, reducing the need to send newer, more relevant messages and freeing recipients’ inboxes of excess correspondence.
改进的邮件功能。 AMP emails enable users to engage with content and take immediate action with fewer clicks necessary to achieve the intended function. This feature boosts the amount of time recipients spend browsing your email, increasing the chances of user responses.
更好的客户体验。 Due 到 simple and convenient nature of AMP emails, users are likely to have an improved user experience, and in turn, a more positive reception for your brand.
更多的参与。 AMP for Email enables you to build exciting visual elements into your emails, such as GIFs, videos, and other creative content, to increase user engagement.
增加个性化。 With AMP marketing, you can personalize your emails to cater more heavily 到 end user.

AMP营销是否适合我企业的电子邮件战略？

虽然AMP为企业和电子邮件用户提供了许多好处，但将这一元素纳入企业的电子邮件战略的理由在每个组织中是不同的。如果你不确定AMP是否适合你的企业，你应该在做出最终决定之前牢记各种考虑。

可视性。 It’s important to verify that your email subscribers use a supported email client that allows them to open and view AMP emails. If most of your subscribers have this capability, AMP for Email is likely a good fit.
投资回报率（ROI）。 AMP-enabled emails take double the amount of time to create than standard Hypertext Markup Language (HTML) emails, meaning they have higher development costs. It’s vital to confirm that you can recover these expenses through your campaign ROI.
价值。 Consider whether AMP emails will provide additional value to your emails. For example, an email campaign that only features blog posts probably wouldn’t benefit from AMP components, while one that includes an interactive customer survey would.
过期失效。 If you send promotional emails that eventually expire, AMP for Email would likely be a logical investment, as it ensures that all content is up to date even after you send it.3456790-
专业知识。 When creating AMP emails, you must validate each template to minimize the risk of improper rendering, account for third message types, and work with server-side language to build data-exchange endpoints. These actions require extensive development knowledge and can come with a steep learning curve for those who lack this expertise.

我如何从Gmail获得发送AMP邮件的权限？

Gmail已经实施了一套准则，你必须遵循这些准则才能通过任何电子邮件服务提供商（ESP）发送AMP电子邮件。当你准备推出像AMP这样的动态电子邮件时，你必须首先通过一系列的步骤在谷歌注册。

1.核实你是否符合注册准则

谷歌有一套全面的注册准则，你必须满足这些准则才能使用AMP for Email。在注册之前，请务必确认你遵守了以下所有的要求。

发送一个真实的示例电子邮件，而不是演示。
确保所有电子邮件都有类似的HTML或文本多用途互联网邮件扩展（MIME）部分。
验证你的电子邮件是否包含任何错误。
Authenticate all emails using Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting, and Conformance (DMARC).
符合建议的电子邮件最佳做法。
分别注册每个发件人的电子邮件。
不要允许第三方直接创建或发送电子邮件。
遵循所有Gmail批量发送指南。
保持较低的垃圾邮件投诉率。