Unlocking Interactive Email Experiences: AMP Support in Salesforce Marketing Cloud

Salesforce Marketing Cloud has recently announced support for AMP (Accelerated Mobile Pages) in emails, enabling marketers to create more interactive and engaging email experiences for their subscribers. This article provides an overview of AMP and its features, explains how it works in Marketing Cloud, and offers insights into the availability and implementation of AMP in email campaigns.

See AMP in action and some use cases from a Google post here.

what is AMP?

AMP, or Accelerated Mobile Pages, is an HTML framework initially developed by Google and now managed by the AMP open-source project. It was designed to improve mobile page loading speed, and it has expanded into various types of development, including websites, stories, ads, and emails. AMP offers dynamic 

and real-time content capabilities, allowing for a more interactive and personalized user experience. The official website is https://amp.dev/

AMP Email Features:

1. Real-time content updates: AMP emails can display dynamic content that updates in real time, providing the latest information when the recipient opens the email.
2. Interactive components: AMP supports interactive elements such as carousels, accordions, and forms within the email itself, eliminating the need to navigate to external web pages.
3. Dynamic images and text: Images and text within AMP emails can be fetched and displayed in real-time, ensuring the content is always up to date.
4. Form submission within the email: AMP allows recipients to fill out and submit forms directly from the email, without leaving their email client.
5. Real-time form field validation: AMP enables real-time validation of form fields, providing instant feedback to users and improving the overall user experience.

How AMP Works in Marketing Cloud:

To incorporate AMP into emails within Salesforce Marketing Cloud, the email content includes an additional AMP part alongside the HTML and text versions. When an email client doesn't support AMP, it will display the HTML version as a fallback, ensuring compatibility across different platforms. Marketers can create AMP emails using AMP-based templates or an AMP editor within HTML emails.

Availability and Implementation:

As of now, AMP for Email is supported by Gmail, Yahoo, and Mail.ru. Supported browsers include Chrome, Firefox, Safari, and Opera. However, it's important to note that AMP adoption is still growing, so it's recommended to evaluate the ROI and consider the learning curve before investing heavily in AMP-based emails. AMP Email support is available in Salesforce Marketing Cloud Pro, Corporate, and Enterprise editions from March 1, 2021.

To utilize AMP in Marketing Cloud, marketers must complete the AMP for Email: Sender Registration form to whitelist their supported email clients for sending AMP emails. While AMP supports the use of AMPscript, SSJS, and GTL (Guide Template Language), it is advised to use GTL tags within HTML comments to avoid conflicts.

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