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 pattern 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 purchasers in numerous industries. Under, we present a few of the outcomes.

The corporate

Promodo is a efficiency advertising and marketing company within the prime ten companies 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 vital side of the Promodo method is the continuous use of recent technical alternatives for e-mail newsletters, in order that purchasers get the utmost engagement and outcomes from their e-mail advertising and marketing, stand out amongst their rivals, and endorse a picture of a progressive firm.

Problem

Google introduced the creation of AMP for e-mail in March 2019, and the expertise grew to become out there to Gmail customers in July. Shoppers, particularly big manufacturers, comply with technical improvements and ask companies 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 similar time, they wished the e-mail advertising and marketing crew to have the ability to create these newsletters, slightly than allocating time and sources 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.

Because of this, Promodo started to make use of AMP virtually 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 additionally to subscribers.

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

“Throughout the preparation of the primary AMP emails, we had a particular chat with the Stripo crew, and that helped us arrange these emails in order that the whole lot labored accurately with assist for the entire 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 purchasers whose e-mail newsletters are despatched from this technique, AMP options are created proper there. Essentially the most complicated blocks are made in Stripo and exported to CDP Yespo utilizing good 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 totally different instruments for various emails, chosen in line with their huge advertising and marketing expertise. On the similar 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 purchasers for which we carried out AMP had been Stylus and Intertop, and others adopted. Often, it goes like this. The shopper says: we came upon that there’s a new expertise, 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 sources from our and Stripo’s groups as a result of it was an advanced idea to implement.

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

Right here is an instance of an e-mail e-newsletter with AMP product playing cards made for Intertop. As you’ll be able to see, due to AMP, the subscribers instantly see the product in all out there colours and sizes, after which they’ll immediately proceed to buy on the positioning.

Because of this, the conversion charge elevated by 12%, even on Black Friday.

(Supply: E-mail e-newsletter by Promodo for Intertop)

Gamification

The company additionally actively makes use of gamification in emails. It was one of many first sorts 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 crew now is aware of the best way to do it, and subsequent iterations are considerably sooner to make. The impact could 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 e-newsletter for the automotive tire store Shiny&Diski. Subscribers who matched the entire pairs obtained a promo code. The outcome was a click-to-open charge improve of 27% in comparison with e-mail newsletters on an analogous day with merchandise and a reduction.

(Supply: E-mail e-newsletter 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: E-mail e-newsletter for Stylus)

Roulette sport: “Spin to win”

For Karcher, we made a e-newsletter with a roulette wheel of the totally 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: E-mail e-newsletter 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 charge was 34.3% — an excellent indicator for the business.

(Supply: E-mail e-newsletter 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: E-mail e-newsletter by Promodo for Stylus)

Carousels and accordions

The Promodo crew used AMP accordions to optimize the e-mail template. We would have liked so as to add many merchandise and classes, which might be an extended learn for patrons and inconvenient to scroll by way of. An accordion is simpler 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: E-mail e-newsletter by Promodo for Napoli)

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

(Supply: E-mail e-newsletter by Promodo for Intertop)

Essential notice: It is very important perceive that AMP is a resource-consuming expertise, 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 knowledge, 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 e-newsletter, in order to not overwhelm subscribers. What works properly for engagement is to often add a wide range of AMP content material.

How AMP content material exports to ESPs and CDPs

In CDP Yespo, AMP exports from Stripo completely. With different programs, there could also be conditions which are lower than excellent, equivalent to the necessity to copy the code through HTML after which edit this code a little bit.

Some ESPs—for instance, Klaviyo, SendPulse, and Mailchimp—nonetheless don’t assist AMP expertise. The expertise is not going to work with any export methodology, and emails with AMP can’t be carried out. These are service limitations to think about.

Technically, this resolution 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 standpoint, this isn’t an efficient means since there will probably be few transitions, and a whole lot of effort was spent on growth.

Essential notice: Verify if direct AMP export from Stripo to your ESP and e-mail shopper is obtainable. On the integrations web page, enter the title of the service within the search bar. For those who 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 enhancing 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, typically, 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.