While this is a fantastic progression along Google’s path to a better UI across their applications, this new rollout also means a change for email marketing – especially when it comes to conversion rate optimisation.
Don’t get us wrong. It’s about time that emails become more than just their name – “electronic mail” – and move towards a more efficient, useful means of getting things done.
However, it’s inevitable that click-throughs will be minimised Philippines Photo Editor when companies employ dynamic mail. On the flip side, the same technology also gives your customer access to a sign-up form or “buy now” button right in your email, effectively taking out extra (and unnecessary) steps from your customer’s conversion journey.
Think about this: the number of times customers decide not to buy a product in the period a shipping page takes to load is fairly high, but using the AMP technology won’t expose them to this risk.
It’s possible that dynamic email will change how we look at CRO. Rather than only optimising for advertising, email optimisation is likely to expand as a field in the near future.
At the moment, there haven’t been many words from Google about how this mechanic is going to affect click-through rate optimisations, or if this will matter at all. After all, businesses want conversions, and customers want a faster, convenient journey to get what they want. It seems like a win-win. At the end of the day, it’s all about what kind of campaign you want to market with.