AMP for Email 帮助公司优化他们的电子邮件，提供互动元素，从而带来独特且引人入胜的用户体验。如果您有兴趣在电子邮件策略中使用 AMP 营销，了解 AMP 邮件的功能、好处、限制和规定是至关重要的。
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为每位Gmail收件人提供个性化体验
AMP代表“加速移动页面”，最初由谷歌于2016年发布，作为一个开源库，帮助出版商更快地加载移动页面或网站。它对搜索引擎优化产生了巨大影响，现在它已经为电子邮件做好了准备。 电子邮件的AMP 是将动态、实时、最新的内容和交互性结合起来，为每个Gmail收件人在他们的收件箱中提供个性化的独特体验。
AMP for Email 对于电子邮件营销人员和开发者意味着什么？
For marketers, it means that users complete actions directly in the email rather than going off to a landing page, such as RSVPing to an event, taking a survey, verifying their email address, browsing an online catalog of your products, and more.
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.
什么类型的电子邮件应该使用AMP？
In an earlier blog post, we gave a list of suggestions of how AMP for Email could best be used, however, here are some real-life examples and quotes from some of our customers who were part of the Google AMP beta program.
With Booking.com, recipients can filter between domestic and international travel destinations.
With Pinterest, recipients can search for top board suggestions and add new pins to their boards, all within the inbox!
Our other customers are currently experimenting with incorporating AMP into their email campaigns.
“We’re super excited to see how AMP transforms the email space and are looking forward to adding our product to the mix soon”
– Makena, Product Manager, Zillow
使用 AMP 发送电子邮件时需要注意什么？
Before you get super excited about adding AMP to your emails, you’ll want to stop and think about how exactly you want to thoughtfully add AMP to enhance your readers’ experiences within the inbox. To be honest, recipients shouldn’t abruptly realize that their messages have been embedded with AMP content, but more so just an intuitive improvement within the email that should have been there from the start.
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 电子邮件对收件人来说非常方便，使他们能够执行诸如回复活动、确认预约、管理电子邮件偏好、预订旅行等任务，而无需离开邮箱。AMP 营销为客户和企业都带来了以下所有优势：
丰富的收件箱体验：AMP 电子邮件提供了高度互动的客户体验，利用轮播、手风琴、选项卡和其他动态布局选项等组件，创造丰富且吸引人的收件箱体验。
增强的安全性：由于 AMP for Email 不允许第三方广告，它为用户维护了更高的安全性和隐私，保护他们的信息免受泄漏。
最新信息：此技术确保所有电子邮件保持最新，减少发送更新且更相关信息的需求，减轻了收件箱中多余通信的负担。
改进的邮件功能：AMP 电子邮件使用户能够与内容互动并立即采取行动，所需点击更少即可实现预期功能。此功能增加了收件人浏览您电子邮件的时间，从而提高了用户响应的可能性。
更好的客户体验：由于 AMP 电子邮件的简单便捷，用户可能会获得更好的用户体验，从而对您的品牌有更积极的反馈。
更高的参与度：AMP for Email 使您能够在电子邮件中构建引人入胜的视觉元素，如GIF、视频和其他创意内容，以提高用户参与度。
AMP营销是否适合我业务的电子邮件策略？
虽然 AMP for Email 为公司和电子邮件用户提供了许多好处，但将此元素纳入企业电子邮件策略的理由因组织而异。如果您不确定 AMP 是否适合您的业务，您应该在做出最终决定前考虑各个因素：
可视性： 确认您的电子邮件订阅者使用的是支持 AMP 邮件的电子邮件客户端，这一点很重要。如果您的大多数订阅者都有此功能，那么 AMP for Email 可能非常适合。
投资回报率 (ROI)： 启用了 AMP 的电子邮件所需的创建时间是标准超文本标记语言 (HTML) 邮件的两倍，这意味着它们的开发成本较高。确保能够通过活动的投资回报率来收回这些费用是至关重要的。
价值： 考虑 AMP 邮件是否会为您的电子邮件提供额外的价值。例如，仅包含博客文章的电子邮件活动可能不会从 AMP 组件中受益，而包含互动客户调查的活动则会。
过期： 如果您发送的促销邮件最终会过期，AMP for Email 将可能是一个合理的投资，因为它可以确保即使在发送后，所有内容仍然是最新的。
专业知识： 在创建 AMP 邮件时，您必须验证每个模板以尽量减少不正确呈现的风险，处理第三种消息类型，并使用服务器端语言构建数据交换端点。这些操作需要广泛的开发知识，对于缺乏这方面经验的人来说，可能面临陡峭的学习曲线。
如何从 Gmail 获取权限以发送 AMP 邮件?
Gmail has implemented a set of guidelines that you have to follow to send AMP emails through any email service provider (ESP). When you’re ready to launch a dynamic email like AMP, you must first register with Google by following a series of steps.
1. Verify That You Meet the Registration Guidelines
Google has a comprehensive set of registration guidelines that you must meet to use AMP for Email. Be sure to confirm that you adhere to all of the following requirements before registering:
Send a real example email, not a demo.
Ensure that all emails have a similar HTML or text Multipurpose Internet Mail Extension (MIME) part.
Verify that your emails contain no bugs.
Authenticate all emails using Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting, and Conformance (DMARC).
Conform to the suggested email best practices.
Register each sender email separately.
Don’t allow third parties to create or send emails directly.
Follow all Gmail Bulk Sender Guidelines.
Maintain a low spam complaint rate.
2. Send an Email From Your Production Server
Once you’ve confirmed that you meet Google’s registration guidelines, you will send a real, production-ready email from your production servers and submit the AMP email MIME part to ampforemail.whitelisting@gmail.com. Google uses this email to verify that you comply with all applicable requirements.
When you transmit the email, make sure you send it directly rather than forwarding it, as Google removes AMP MIME parts from forwarded emails. It’s also a good rule of thumb to test your email in Gmail to ensure that the AMP version is correct before submitting it to Google.
3. Fill out a Registration Form
After completing all of the previous steps, you can finalize the process by filling out the four-page sender registration form. Once you submit the questionnaire, your part is over. Google should respond to your request within five business days.
Note that Google will not accept your application if you send a test email, submit an email that doesn’t contain an AMP MIME part, or don’t send an email for review at all.
AMP for Email 在哪里有效？哪些邮件服务提供商支持 AMP 邮件？
AMP for Email 是 Gmail 独有的，这意味着这些动态电子邮件仅适用于 Gmail 用户。尽管 AMP 仅通过 Gmail 工作，收件人不一定需要有一个 gmail.com 的电子邮件地址来接收这些电子邮件。
虽然 Gmail 是唯一支持 AMP for Email 的电子邮件客户端，但许多电子邮件提供商也支持这些消息：
SparkPost
Adobe Campaign Classic
Elastic Email
MessageGears
Amazon Pinpoint
eSputnik
MindBox
Amazon Simple Email Service
ExpressPidgeon
MoonMail
AWeber
Klaviyo
Salesforce
Blueshift
MagNews
SendPulse
Braze
Mailrelay
SocketLabs
Cheetah Digital
Mapp Cloud
Clang
Maileon
Tripolis
Copernica
Mailgun
Twilio SendGrid
Customer.io
Mailkit
dotdigital
Mailmodo
Iterable
