Episode 24: SparkPost

How AMP can transform interactions with subscribers with April Mullen

Hi and welcome to another episode of E-telligence.

Today we’re bringing you a really interesting episode all about AMP and creating interactive email.

It’s my pleasure to be joined by April Mullen to talk about the practical application of AMP into our strategies and how it can help transform the interactions we have with subscribers.

April Mullen is currently the Director of Strategic Insights at SparkPost. She has over 14 years working in email for brands, agencies and in martech.

Outside of SparkPost, Mullen has been an Adjunct Professor of Digital Marketing at the University of Missouri-St. Louis since 2013. In June of 2016, Mullen co-founded Women of Email, an organization with over 4,500 members on six continents that is aimed at driving positive change for women in the email marketing niche.

In episode 10 of this podcast, we spoke to Jay Oram from Action Rocket about Interactive email design and he gave some fantastic tips and code to start really digging in to that for your business in our show notes (you can listen to the episode here >) and we mentioned AMP briefly, but In today’s episode we talk more about the promise of AMP (and interactive email) and what this means for marketers.

AMP is the acronym for Accelerated Mobile Pages, a mobile-friendly framework for website developing. The AMP project is pretty new; announced by Google in 2015 the first AMP pages appeared in February 2016. And now it’s available in email! Having started as a Google project, its now opensource and we’re seeing other mailbox providers picking it up – including Microsoft and Yahoo! The whole point of AMP is to change the static to the dynamic – to provide a mini website experience right there within your inbox; in theory making it easier, faster, more intuitive for subscribers to take an action and engage with your messaging.

For example, instead of receiving email notifications when someone is mentioned in a Google Docs comment, they can just see an up-to-date comment thread right within Gmail. They can then simply reply or resolve a comment without ever leaving Gmail or the email itself. Many companies like Booking.com, Despegar, Doodle, Ecwid, Freshworks, Nexxt, OYO Rooms, Pinterest and redBus, have already started to use dynamic email “to make their emails more actionable and relevant.”And that’s ultimately what we are aiming for. Ease of action and specific to that 1 person. Sending the right message, to the right person, at the right time (through the right channel of course). 

Join April and I to discover…

  • The possibilities and opportunities using AMP brings
  • How AMP for email will change the role of email marketer
  • The challenges we foresee for AMP
  • Potential use cases for AMP and a real life example
  • How you can get started 


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If you want help to create a customer-centric, personalised, intelligent email marketing programme, get in touch with eFocus Marketing and discover how we can help you skyrocket your results.

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