Reimagining Email: The Resurgence of a Channel and the Emergence of Inbox Commerce

As the digital marketing landscape evolves, the age-old email channel is experiencing a significant resurgence. With customer acquisition costs steadily rising and return on ad spend (ROAS) shrinking, businesses are rediscovering the profitability and potential of email marketing. The hero of this turnaround story is accelerated mobile pages (AMP) for email, an innovative technology that's not only revitalizing email but also introducing an exciting new paradigm: inbox commerce.

The concept of inbox commerce stems from the capabilities of AMP for email. Far from being a simple upgrade, AMP for email radically reimagines the email experience. It transforms static emails into dynamic, interactive interfaces, effectively turning an email into a fully operational e-commerce platform. Shoppers can search for products, add them to a cart, and even complete purchases, all within the confines of their email inbox.

AMP for email was introduced by Google in 2019 and is just now gaining momentum in North America. Brands in Asia have been early adopters of the technology and have realized tremendous benefits as a result. Myntra, a Walmart-owned fashion and apparel marketplace, saw an uplift of 140 percent in survey responses through inbox commerce, and its email campaign was awarded "Best Use of Interactive Email" at the MediaPost EIS awards in Q4 2022.

The evolution of email into a platform for inbox commerce signifies a shift in the customer journey. The entire process, from product discovery to purchase decision, can now transpire within a single email. Brands can leverage AMP to incorporate dynamic content such as image carousels, product catalogs and live inventory updates. This allows consumers to engage with products as they would on a website, but without the need to click through or open a new tab.

The secure transactional capabilities of AMP for email are a game changer, too. They empower customers to add items to their cart and finalize purchases directly within an email. This seamless shopping experience can significantly reduce cart abandonment rates and boost conversions, reinforcing the power of email as a high-performing conversion channel.

AMP for email also heralds a new era of personalization in email marketing. Brands can tailor the content of emails to each recipient based on their browsing history, past purchases and preferences. Consequently, every email can be a personalized storefront, curated to meet customers' needs and tastes.

The introduction of inbox commerce via AMP for email offers substantial benefits for direct-to-consumer (DTC) and e-commerce brands. It provides the means to deeply engage customers, facilitate seamless shopping experiences, and drive effective conversions.

The transition to inbox commerce also presents new challenges. Brands must ensure they have the technical expertise to design, implement and manage AMP emails. Additionally, not all email service providers currently support AMP, which is expected to change as the technology matures and gains wider acceptance.

The emergence of AMP for email is a pivotal development, sparking the evolution of inbox commerce. By integrating the entire customer journey within email, AMP for email is revolutionizing the field of email marketing. It equips DTC and e-commerce brands with a potent tool to captivate customers and drive conversions. The humble email, once seen as a survivor in the digital age, is now at the forefront of technological innovation, poised to reclaim its position as a leading conversion channel in the new era of inbox commerce.

To learn more about interactive email powered by AMP, visit Netcore Cloud. Alternatively, if you’d like to have a more detailed discussion, you can also book a personalized workshop.

Maitreya Dimri is a product marketing manager specializing in the North American markets for Netcore Cloud, a global Martech product company that helps B2C brands create amazing digital experiences.