AMP vs. HTML: Who Offers The Best Conversion Rate?

The expectations for email marketing conversion rates are rather low. Despite optimized content and design, opening and click rates do not seem to increase significantly. But interactive e-mails raise benchmarks.

Written by Hannah Krüger

How To Increase Your Conversion Rates


What Is AMP?

AMP (Accelerated Mobile Pages) is an open source framework from Google. With the release in 2015, website operators were able to create websites that load quickly and offer an optimized user experience. AMP for email was released in 2019. Practical AMP components can therefore also be used for emails. AMP emails are supported by the most popular email clients like Gmail, Yahoo and Outlook.


AMP Is Offering Interesting Functions

With AMP emails, content can be communicated through carousels, forms and interactive views. Within the e-mail, users can book appointments, reserve hotels, like posts and take part in surveys. CTA buttons that lead to landing pages are not necessary. The entire interaction takes place in the mailbox up to the submit button. E-mail content thus becomes lively and dynamic. 


Do AMP Emails Improve The Conversion Rate?

Research has shown that AMP interactive emails blast conversion rates. If you want to create a customer survey to receive feedback, this is possible with HTML e-mails. A CTA button is built into the email, which directs the user to an external questionnaire. It is common for the conversion rate to be extremely low.


On the other hand, a survey can be created using AMP emails. The dynamic questionnaire is included in the email. The users answer your questions within the mail. There is no need to redirect to an external landing page. In individual studies, both approaches – HTML vs. AMP – were compared with similar target groups. The results are clear: AMP emails increase interactions enormously. The conversion rate for interactive emails is 225% higher than for classic HTML emails.


Why are AMP Emails Better Than HTML Emails?

Comparing both variants, it is noticeable that with static emails, users go through several stages until they complete a desired action. They have to press a button to land on different landing pages. There, they receive new instructions for a specific action. It often happens that users do not complete all the steps, but abort after any task. The action is not fulfilled, and the entered data is useless. 


The situation is different with AMP emails. Here the steps are reduced to an absolute minimum. Subscribers are allowed to complete the desired action within the email. Any task, such as booking an appointment, can be completed in a single step. No need to open a new tab for this. 


3 Advantages For You And Your User  

1. Interaction 

AMP for email enables exciting interaction in the inbox. Fewer clicks and fewer steps are required. This results in an easier user journey than with HTML mails. Various tasks can be performed within the inbox with just a few clicks. These include:


  • Web shop 
  • Booking appointments 
  • Book hotel rooms, tables, or seats 
  • Fill out and send forms
  • Liking, commenting and share posts

2. Engagement

AMP emails increase engagement rates. Exciting components can be used to communicate boring content excitingly. For example, carousels, calendar views, and shopping carts can be incorporated. These dynamic and simplified displays shorten the customer journey. Users respond faster and save time. You get optimal feedback from your customers and can maintain interaction through various AMP campaigns. 


3. Updates In Real-time

With the help of dynamic data and API integrations, it is possible to update email campaigns in real time. AMP emails always remain dynamic. 


Emails have always been considered a popular marketing tool that people don't want to do without. Other marketing channels have constantly evolved over the past few years, with the world of email marketing remaining rather unchanged. That's changing with AMP for emails. Interactive, dynamic content is becoming increasingly popular. AMP for emails makes the classic benchmarks in email marketing useless. Various studies show that AMP emails break all records in conversions. 



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