Rimjhim Dubey

How These 2 Ecommerce Brands Increased Conversions with AMP Email Marketing

Email marketing is considered the backbone of ecommerce. But, after years of boomer reputation in marketing, we’re finally in the email Renaissance.

AMP emails have paved the way for an interactive interface between your brand and the customers. 

From creating forms to collect feedback within the email or recovering cart abandonment by adding carts within an email, interactive emails are helping ecommerce brands leverage the power of interactivity.

This article will give you all the required inspiration for your email marketing mood board so you can frame your marketing strategies and make actual sales.

What is AMP email marketing?

AMP stands for Accelerated Mobile Pages, and AMP for emails is a framework that incorporates interactivity for creating dynamic emails. It allows you to add creative elements like carousels, purchase buttons, survey forms, user-interactive games, etc., to your emails—giving a website-like experience.

Here’s an example of an AMP email in action by Mailmodo. You can see how one can add items to their cart without leaving the inbox:

Mailmodo AMP email marketing example

Benefits of using AMP emails for ecommerce brands

It not only helps your brand to amplify outreach and traffic but also helps with massive customer retention. With dynamic elements, AMP for emails would accelerate these outputs, giving more engagement and interaction.

Here’s how ecommerce brands can hugely benefit from interactive AMP emails.

1. Allows content to be dynamically updated

Brands create different types of marketing campaigns for different segments of customers.

Yet, the shoe doesn’t always fit.

For example:

An ecommerce retailer would segment their email marketing campaign per different audiences separately. But through dynamic emails, this tedious task is automated. You can send customized campaigns to two different customer segments based on their interests and buyers' journey.

See how Adidas did this to promote menswear to its male subscribers and womenswear to female subscribers:

Adidas AMP email segmentation
Source: Pinterest

2. Recover abandoned carts to boost sales

An abandoned cart for any ecommerce brand is an uphill climb, leading to ghosts or a dead prospect. 

According to Baymard Institute statistics, $260 billion is recoverable through checkout optimizations. 

AMP allows you to add option i, mkingeasy o buy within the inbox without the hassle of page diversion:

In email checkout
Source: Mailmodo

3. Boost customer engagement by creating interactive elements

The idea behind AMP emails is to boost conversions and enhance user experience. Allowing customers to interact with your email would make it intuitive and participative for business.

Adding surveys, forms, carousels, feedback, quizzes, or games lets you optimize the emails to make them more interesting and engaging:

L'Orangie interactive AMP email example
Source: Dotdigital

AMP email marketing examples

After understanding the importance of AMP in emails, it's time we see what it looks like for the brands that have successfully implemented it and seen significant results.

Here is the blueprint of how two ecommerce businesses leveraged interactive emails to enhance their user experience while increasing conversions.

1. Ecwid

Ecwid is an ecommerce platform enabling individuals and businesses to create an online store or add one to an existing website. It has over 1 million ecommerce merchants registered for business.

An abandoned cart is a jarring problem for all ecommerce brands. To combat this issue, Ecwid integrated AMP into emails:

Ecwid abandoned cart email
Source: Ecwid

This change was so effective that, in 2017, 82% of sales were just from abandoned carts.

2. Traya

Traya is a wellness ecommerce brand that opted for AMP emails for better lead nurturing. The global average conversion rate for ecommerce is about 2.58%.

After adding AMP to the emails, 3.45% of traffic on Traya’s website was converted just through emails alone. Its latest template saw a 400% increase in monthly campaign revenue in 11 days.

Here's an example of one of the brand's abandoned cart AMP emails:

Traya AMP abandoned cart email example

Overall, AMP emails helped Traya lead conversion, customer engagement journey, and dealing with the abandoned carts.

How to send your first AMP emails campaign

Before you process with AMP email, here are two things you need to have


  • Have an active email list to whom you’ll send the AMP emails
  • Have the right ESP (Email Service Provider) to help you send interactive emails without hassle

Now, you can move forward with creating the AMP emails campaign. Here’s the step-by-step process:

1. Authenticate your sender domain and whitelist

One of the essential steps to sending AMP Emails is registering with your email client to whitelist your domain. Whitelisting your domain means showing that your email is safe to send to subscribers.

Currently, Gmail, Mail.ru, and Yahoo Mail support sending of AMP Emails.

2. Creating your AMP emails

After sorting your authentication, the next step is to create your dynamic AMP emails, mostly done through coding. However, you can save time by getting an AMP supporting ESP, like Mailmodo.

This ESP would help you include media, dynamic, and layout components through readymade templates.

3. Preview and test 

Previewing your emails before sending them out to your subscribers is essential. 

In your Gmail account’s developers settings, you can whitelist an email address through which you can send AMP emails for testing. Gmail lets you draft and previews your emails before sending them through its email playground feature.

4. Validate and send emails 

Valid AMP markup guarantees emails are safe and exceed user experience standards. Therefore email providers require emails to be validated before sending them out.

Now comes the crucial and final step of sending your emails. Add a Multipurpose Internet Mail Extension (MIME) part to ensure that your AMP emails do not display the HTML or plain text fallback version.

However, there is a much simpler way to send AMP emails. You can skip all this hassle and hustle if you use Mailmodo. It provides a no-code AMP email editor, a high-performing email deliverability engine, and a visual journey builder.

Final thoughts

AMP interactive emails are redefining user experience and enhancing your user experience. This new-age marketing would help your ecommerce brand garner visibility, traction, and quality customer relationships.

So AMP-lify those emails and increase your click-throughs. Happy marketing!

About the author
Rimjhim Dubey
Content Writer, Mailmodo
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Nupur is a content writer at Mailmodo. She writes for ecommerce, DTC, and SaaS brands on all things email marketing.