The critical tool in making email valuable is the use of Accelerated Mobile Pages (AMP) email format that allows recipients of AMP emails to interact dynamically with the content directly in the message.
The AMP format allows for:
Senders to include AMP components inside more dynamic emails;
Modern app functionality; and
A variety of interactive experiences such as surveys.
AMP emails are currently supported by Gmail, Yahoo and Outlook platforms, however Microsoft has announced its plan to create their own AMP-enabled dynamic email platform.
The use of AMPs is not nearly as high as it should be in B2C and B2B marketing. Smart advice.
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