You already experience the changing marketing technology trend every day. As an email marketer, you enjoy living and breathing the common browsing behaviors, decisions about purchasing, and re-targeting decisions with the help of new sets of data. Over the years, your email program has undoubtedly evolved, adjusting to changing trends. Consumers now use several devices to monitor emails and to maximize the reach. This is done so that you can integrate all your marketing data to deliver the informative content, at the perfect time, using the best techniques to your subscribers.
Lately, there have been some changes that will not only impact the content that can be sent to subscribers but also understand how those subscribers view and interact with your messages. Two areas that indicate this shift is the increasing use of email AMP at the mailbox provider level and at the text-to-voice software like Microsoft’s new “Play My Email” function available on Outlook. Both show what is possible with email creatives and how email fits into a subscriber’s daily life.
AMP or an Accelerated Mobile Page was initially revealed to solve the issue of slow-loading mobile web pages; this means, it was not originally for email. The pressure of all the assets and resources that live in a single web page can be too much to render instantly. AMP allows your content to load quicker, be more engaging, and more accessible for the end-user to consume content. Now using AMP for email, carrying the same mantle as its AMP for web predecessor. It is exciting to jump into the nitty-gritty of AMP for email. So let’s have a thorough overview of this new technology and how it operates smoothly for subscribers. To get a proper understanding, let us use the example of a travel company.
Imagine you receive an email from a travel agency that has your destination enlisted; the place where you’ve always wanted to travel to. After you see a desirable resort, you would automatically click on the call to action option; this will redirect you to the company’s official website.
You view the pictures, research on local activities, skim through available accommodation, and make up your mind on what exactly you want to do and how you want to spend your vacation. Naturally, after this, you will go back to that email again and click on a different resort type and research on its available amenities and nearby activities. Constantly clicking through these various tabs could be annoying. You will then stop browsing through those tabs, and start looking for vacation homes using other, more user-friendly sites. This entire process forms friction between two stages of the sales area, decision, and interest. If a subscriber must take more time to explore all their options before making a decision, they will get fed up and end up not deciding at all. This leaves both the sender and subscriber moderately dissatisfied with the email contact. With the assistance of AMP for email, though, all that investigation can solely be done in the subscriber’s inbox with just a few clicks here and there. They can view pictures of the resorts and determine other information in a significant way only from their mailbox.
Form submission elements are also available on Email AMP, which can reduce the purchase or action stage of the sales funnel. For instance, if you are booking an accommodation, you can select the desired dates, room type, and other amenities from the email itself. Then you will use the website just for processing your credit card details and payments. This example shows how the sales funnel makes your decision and engagement better, bringing the consumer closer to your brand.
Microsoft recently declared a function called “Play My E-mail,” and this is in line with other similar text-to-voice features that have been emerging lately. Devices like the Google Nest and Amazon’s Alexa are gaining popularity in many homes, and it’s a matter of time before they’ll be out reading subscriber’s e-mails aloud as a regular part of their regular day.
What does this mean for e-mail marketers, though? Subscribers will get even more distracted while checking their emails than before. Surveys show that most people check their e-mail using an additional piece of technology. Now subscribers can have an e-mail read to them while they are busy cooking dinner, folding laundry, or any other home task that may be near to these text-to-voice devices. Due to these additional distractions, it is now more important than the content of an e-mail is of significant value to the subscribers. The content sent out to subscribers will need to be specific to their immediate needs and wants for them to find the e-mail in their inbox later and take further necessary action. Using other similar technologies like dynamic content not only achieves the goals of having the content be of higher value to the subscribers but also can streamline the e-mail development process by not having to create new e-mails creative for each subscriber segment.
It also means that it will take longer for subscribers to consume the information in an e-mail if it is read to them rather than skimming through an e-mail visually. Typically, if a sender can have a subscriber spend more than 8-seconds looking at an opened message that means they have successfully caught the subscriber’s attention. With the help of text-to-voice devices, much of that time may be spent having the friendly from and the subject line read out loud to the subscribers. If the main content of a copy is buried down in the e-mail navigation, past pre-header, or other content, the subscriber will as quickly skip that message and move on to the next item in their inbox. There have been significant innovations that revolve around the visual aesthetics of e-mail and how it can grab a subscriber’s attention, but now is the time to focus on the optimization of the written content in your e-mails. It is essential to ensure that your written content is conversational and easy to read, informative, and relevant from the first word of alt text to have the voice-to-text software that is reading the e-mails convey the value you are offering to the subscriber.
The progression of every technology has one primary goal, to make any task no matter how big or small straightforward for all people. Advancements like AMP for e-mail and text-to-voice software options appear to make one of the most-used channels of communication more accessible to all e-mail users. One nugget of e-mail marketing wisdom that I would like to keep in top of mind is all senders are compared to the best sender in the subscriber’s inbox, whether they are direct competitors or not at all. Being ready for these kinds of changes in customer experiences and information consumption will help make sure that your brand is what all others get compared to, and not the other way around.