AMP by Google is now available for email too but, what does it mean for the end-user? Let’s make a step back and try to understand what AMP is and how has been implemented in emails.
What is AMP by Google and how it works?
AMP is the acronym for Accelerated Mobile Pages, a mobile-friendly framework for website developing. The AMP project is pretty new; announced by Google in 2015 the first AMP pages appeared in February 2016. Now, AMP is massively used over the web; also The Groove Cartel uses AMP to serve its pages from Google.
But how it works for the users? It’s really easy! If you’re on mobile and you’re using Google Search you’ll notice that some search results have a small icon of a lightning bolt on the top right. That means that the page is AMP ready. Google directly loads the pages decreasing the loading time and keeping you inside the Google Search app.
The main focus of AMP has been to reduce the size and the loading time of websites’ pages including only the strictly necessary for good user experience.
From AMP web pages to a brand new ecosystem
With the rapid growth of Snapchat and the massive success of Instagram stories, also AMP has introduced its own version of stories. Launched only last year now a website can create a visual tappable experience providing the chance to share news and info in a story format.
Not only AMP stories, now Google has decided to go even further introducing AMP for Email.
What is AMP for Email and how does it work?
The short answer is, think of an email as a web page. Everything that can be done on a web page can be done in an AMP email; at least, this is the final goal.
Google with AMP for email wants to change emails from static contents to something dynamics. You’ll be able to update emails without sending new ones. Thanks to the AMP integration, the modules available for the AMP page will be transposed to the emails.
In the latest years, Gmail has moved to a thread, forum-idea system where, when you answer to a mail or receive an answer on an email you sent, the app creates a thread that groups all the emails. This idea has been improved with AMP Email with real threads.
As a Google product, AMP for Email is largely compatible and optimized for Gmail.
Why AMP for Email by Google could be a revolution for the music industry?
The first thing it comes to mind is promo and demo mail. As a label, PR agency or producer, emails are the most used way of communication. You send an email for everything: the cover art has changed, there’s a new link for that song, there’s a typo on the track’s description, etc.
Now, with AMP for Email, this massive exchange of emails is no more necessary.
Are you a PR firm that needs to send press releases and the track is not yet public, the cover art is work in progress, artist’s tour dates aren’t completed yet? You can still send an email with the information you have and then update the original email via the new public link, the new dates, etc.
The same thing could be applied to artists. You’ve sent your demo to a label but you figured it out the link is not working? Just update the link on your AMP Email and you’re ready to go. No more need to send tons of emails to updated information.
Another example could be linked to festivals’ tickets. How many times you’ve been in a virtual queue to find out that the event was sold out five minutes later the beginning of the sale? With AMP for Email now festivals could update the purchase confirmation email some weeks prior to the festival date, adding the digital ticket or QR code.
AMP for Email elevates the idea of static content to a dynamic exchange of information, everything in one place well categorized and ordered.
