A case research from a efficiency advertising and marketing company — Stripo.e mail

Since its introduction in 2019, AMP emails have grow to be a advertising and marketing development as a result of they assist you to make emails interactive and seize the eye of your subscribers. The Promodo company makes use of AMP emails with shoppers in several industries. Beneath, we present among the outcomes.

The corporate

Promodo is a efficiency advertising and marketing company within the prime ten businesses in direct media, content material, and affect advertising and marketing in Ukraine. Two groups of e mail entrepreneurs, copywriters, and designers, in addition to a developer work on e mail advertising and marketing.

One essential side of the Promodo method is the continuous use of recent technical alternatives for e mail newsletters, in order that shoppers get the utmost engagement and outcomes from their e mail advertising and marketing, stand out amongst their opponents, and endorse a picture of a progressive firm.

Problem

Google introduced the creation of AMP for e mail in March 2019, and the know-how grew to become obtainable to Gmail customers in July. Purchasers, particularly big manufacturers, comply with technical improvements and ask businesses to make use of AMP in promotional emails.

Promodo determined to make use of AMP content material to make e mail newsletters extra memorable, partaking, and efficient. On the identical time, they needed the e-mail advertising and marketing staff to have the ability to create these newsletters, slightly than allocating time and assets to designers and builders.

Answer

Stripo supplied AMP performance in 2019 within the e mail template editor as an AMP e mail builder and AMP picture carousel drag-and-drop block to hurry up creating AMP emails.

Due to this, Promodo started to make use of AMP nearly instantly after the chance appeared in Stripo, which was additionally in 2019. When AMP emails first appeared, they had been new not solely to e mail entrepreneurs but in addition to subscribers.

The primary AMP integrations weren’t as properly developed as they’re now, and the Stripo staff stepped in and helped to construct emails.

“In the course of the preparation of the primary AMP emails, we had a particular chat with the Stripo staff, and that helped us arrange these emails in order that every part labored appropriately with help for all the functionalities at the moment.”

Svitlana Fursa, head of the retention advertising and marketing division of the Promodo company

Then, in CDP Yespo, which the company makes use of for e mail newsletters, they put in the Stripo plugin, and a part of the work with AMP moved there; for shoppers whose e mail newsletters are despatched from this method, AMP options are created proper there. Probably the most advanced blocks are made in Stripo and exported to CDP Yespo utilizing excellent integration.

For Promodo prospects who use different ESPs, e mail templates and AMP blocks are developed in Stripo.

Outcomes: How AMP emails interact subscribers

Businesses use completely different instruments for various emails, chosen in response to their huge advertising and marketing expertise. On the identical time, it’s essential to do it creatively and in numerous methods. We’ll now current some examples of various kinds of AMP emails and the way they work.

“The primary shoppers for which we applied AMP had been Stylus and Intertop, and others adopted. Often, it goes like this. The consumer says: we came upon that there’s a new know-how, and we wish it.”

Svitlana Fursa, head of the retention advertising and marketing division of the Promodo company

Product playing cards

Creating the primary emails with interactive product playing cards took a whole lot of assets from our and Stripo’s groups as a result of it was an advanced idea to implement.

We don’t use this format typically because it has an advanced structure with merchandise in every e mail. It’s simpler to make use of sensible containers, the place all the knowledge is pulled up when a hyperlink is added.

Right here is an instance of an e mail publication with AMP product playing cards made for Intertop. As you may see, because of AMP, the subscribers instantly see the product in all obtainable colours and sizes, after which they will straight proceed to buy on the location.

In consequence, the conversion price elevated by 12%, even on Black Friday.

(Supply: Electronic mail publication by Promodo for Intertop)

Gamification

The company additionally actively makes use of gamification in emails. It was one of many first forms of AMP content material in newsletters. Gamification works properly with vacation newsletters. Subscribers find it irresistible and reply actively. Whereas the primary video games had been troublesome to make, the staff now is aware of the right way to do it, and subsequent iterations are considerably sooner to make. The impact may be very pleasing and definitely worth the time spent.

Recreation: “Discover a pair”

The sport “discover a pair” was made for the New Yr’s publication for the automobile tire store Shiny&Diski. Subscribers who matched all the pairs obtained a promo code. The outcome was a click-to-open price enhance of 27% in comparison with e mail newsletters on the same day with merchandise and a reduction.

(Supply: Electronic mail publication by Promodo for Shiny&Diski)

Right here is one other instance, this one for a Black Friday e mail marketing campaign for the {hardware} and electronics retailer Stylus.

(Supply: Electronic mail publication for Stylus)

Roulette sport: “Spin to win”

For Karcher, we made a publication with a roulette wheel of the completely different cleansing tools as prizes. Subscribers may spin the roulette wheel within the e mail to win a present. This sport produced a 17.5% CTR.

(Supply: Electronic mail publication for Karcher)

Puzzle sport

We developed a puzzle sport for the Easter e mail marketing campaign for Bomba, a web-based retailer for digital and residential home equipment and electronics. Subscribers collected puzzles and obtained a bonus of 200 lei for purchases within the retailer. The press-to-open price was 34.3% — an excellent indicator for the trade.

(Supply: Electronic mail publication by Promodo for Bomba)

Right here is yet one more puzzle sport for the St. Valentine’s Day promo e mail marketing campaign for Stylus.

(Supply: Electronic mail publication by Promodo for Stylus)

Carousels and accordions

The Promodo staff used AMP accordions to optimize the e-mail template. We wanted so as to add many merchandise and classes, which might be an extended learn for purchasers and inconvenient to scroll by. An accordion is less complicated to make use of—prospects can click on on the classes and see the merchandise.

As well as, the accordion block can be utilized as a minigame to create intrigue, as on this instance.

(Supply: Electronic mail publication by Promodo for Napoli)

The carousel block makes emails extra dynamic and interesting. It attracts consideration to promotions and gross sales on this attire and footwear retailer instance.

(Supply: Electronic mail publication by Promodo for Intertop)

Necessary be aware: It is very important perceive that AMP is a resource-consuming know-how, even when emails are constructed utilizing the handy Stripo editor. For instance, the event of a promotional e mail with out AMP within the editor takes 3–5 hours (relying on the quantity of data, the variety of merchandise, and required creatives), whereas an AMP e mail with a puzzle takes 7.5 hours, and an AMP e mail with a find-a-pair sport takes 9 hours.

You shouldn’t add AMP to each publication, in order to not overwhelm subscribers. What works properly for engagement is to often add quite a lot of AMP content material.

How AMP content material exports to ESPs and CDPs

In CDP Yespo, AMP exports from Stripo completely. With different methods, there could also be conditions which might be lower than preferrred, akin to the necessity to copy the code through HTML after which edit this code a bit.

Some ESPs—for instance, Klaviyo, SendPulse, and Mailchimp—nonetheless don’t help AMP know-how. The know-how won’t work with any export technique, and emails with AMP can’t be accomplished. These are service limitations to contemplate.

Technically, this answer is feasible: make AMP content material on Stripo and lead all subscribers to the online model of the e-mail in order that they see the interactive options. However from a advertising and marketing perspective, this isn’t an efficient method since there can be few transitions, and a whole lot of effort was spent on growth.

Necessary be aware: Test if direct AMP export from Stripo to your ESP and e mail consumer is on the market. On the integrations web page, enter the identify of the service within the search bar. If you happen to see the AMP icon, the content material will export with out issues.

Blitz query from Stripo

Did utilizing AMP Stripo blocks prevent time in comparison with HTML-coded AMP emails?

“Sure, after all. With ready-made blocks, particularly with their easy modifying and customization, we spent much less and fewer time on pre-configured AMPs.”

Svitlana Fursa, head of the retention advertising and marketing division of the Promodo company

Plans and new challenges

Now, generally, Promodo makes use of AMP for promo emails. The plan is to actively use it in triggered e mail newsletters and add it to automated emails, for instance, subscription confirmations and different emails within the stream. Will probably be fascinating to see the way it works.