Email just got a seriously overdue facelift. Google announced that on July 2, Gmail will start supporting dynamic email! This is the most important thing to happen to email in at least the last 10 years, and you’ll start to see marketers take real advantage of the new flexibility this gives them. But what is it? Why is it so important? And how can you take advantage of it today?
What Is Dynamic Email?
Dynamic email is a highly flexible way of using your inbox. Now, instead of a static message, you can see updated conversations inside Gmail. But more importantly, dynamic email can be highly personalized. In the (very recent) past, personalization meant that the email had your name in it. Not very impressive in an age where Amazon can predict what you want to buy before you even know yourself.
But with Google’s adoption of this system, Amazon and others can take that hyper-personalization straight to your email. Leave Amazon without ordering your cart? You may not just get an email with a static picture of what you left behind anymore. Expect to be able to update your cart without leaving the email. Pin something interesting on Pinterest? Look out for an email with suggestions you can pin straight away. It’s endlessly more flexible than the system we have now, and it’s going to take personalization to an incredible new level.
Great, How Can I Use It?
The good news is that some of the biggest email service providers have already begun supporting dynamic email. So you won’t have to worry about desperately looking for a platform that supports it. But you still have to be able to craft the data you’re already gathering about your customers and into something they’ll really relate to. That will probably require your development team to get involved. But at the end of the day, that’s the easy part. The bigger hurdle, however, is getting Google to approve your sending of these emails.
Google is supporting dynamic email through a system called AMP. To use AMP, you have to meet certain guidelines. This is not always an easy task. Gmail is notoriously the most heavily policed email platform on the internet. It’s widely understood by marketers that if you can get your emails delivered there, you can get them delivered anywhere. With AMP, not only do you need to meet their normally very high standards for bulk emailing, but you also have to get direct approval of the type of email you will actually be sending. This is clearly no easy task, considering dynamic email has been in beta since early March of this year, and the list of approved companies appears to be limited.
Get In On This Now!
Your emails may not look futuristic yet. And it may be a few years before your customers will instinctively expect this level of personalization. But this is the way that all communications are going. And in the same way that websites from the year 2000 look ancient today, your emails will look and feel outdated if you don’t keep up with this trend.