One of our clients was sending an NPS survey email to their customers for months. When recipients received the email, they would click on the link, get redirected to Typeform, and fill out the survey.
Recently, they requested that we find a way for the recipients to fill out the survey without leaving the email. We knew this could be done using AMP technology by Google, so we conducted research to find the best option for them.
“Interactive emails massively increase customer engagement. When Zaymo sends interactive forms, they have always performed better than the alternative. Some emails have performed up to 3x better than a link to the same form.”
– Brice Douglas, CEO at Zaymo
What is AMP?
AMP is an abbreviation for Accelerated Mobile Pages. In simple terms, it is a mini website page inside the email you send to your customers. These emails are interactive, allowing a person to select the color of a product, fill out a survey within the email, or update the quantity of products in the cart.
Which inbox providers support AMP?
As of June 2024, the following email clients support AMP for email:
- Gmail,
- Yahoo Mail
- Mail.ru
- FairEmail
For all other inbox providers like Apple Mail, AOL, Hotmail, Outlook, and others, you need to build an HTML fallback version of the email.
Since not all inbox providers support AMP emails, you need to evaluate your current list and calculate the percentage of your subscribers on platforms that support AMP emails.
Tools to create AMP emails
We selected the following four tools to study and see if they fit our client’s needs.
Zaymo
It is a template builder focused solely on AMP emails. Their main target is brands with subscriptions, but Zaymo also has the survey capabilities we need.
Stripo
It is a well-known tool for visual drag-and-drop template building. One category of templates you can build in Stripo is AMP. However, the Stripo AMP email builder is limited compared to Zaymo and Spellbound. We will compare these features later in this blog post.
Spellbound
It is another AMP template builder with features similar to the previous ones. However, they do not have transparent pricing on their website, and it is difficult to obtain pricing information from them.
Malimodo
In comparison to the first three tools, which were email builders, Malimodo is an ESP (email service provider) with the ability to build and send AMP emails. Since our client uses Klaviyo as their ESP and did not want to switch, we were not sure if this was the right option. However, after a call with the Malimodo team, we learned that we can trigger AMP emails in Malimodo from Klaviyo via webhook.
AMP Email Survey Features
We had one main feature requirement for all tools: NPS survey logic.
This means that when someone clicks on, for example, a score of 8 in the NPS survey, they should receive one follow-up question, while someone who clicks on a score of 2 should receive a different follow-up question.
After calls with each tool provider, we learned the following:
Zaymo, Spellbound and Malimodo do provide logic in their AMP survey builders. However, Stripo does not provide this kind of survey. So Stripo is out for our need.
Additionally, it was important for us that the tools integrate with Klaviyo since this client was using Klaviyo as their ESP. All the tools we evaluated have integration with Klaviyo.
Prices
Since we did not plan to send this AMP survey email to more than 2,000 new customers per month, we qualify for the lowest plan on all platforms.
Zaymo Pricing
I personally love how transparent Zaymo’s pricing is. It is on their website, and you do not need to schedule a call to find out the cost. However, I do not understand why they price their plans based on the number of active users in your email service provider (ESP). If I have 300,000 active profiles but plan to send emails only to 50,000 Gmail users, I still need to pay $599.
Spellbound Pricing
The price is still pending for this provider, and they are hard to get a hold of. I have contacted them and followed up three times after their initial response.
Malimodo Pricing
Since Malimodo is an ESP and their main pricing model is charging per contact, they provided us with custom pricing because we do not plan to use them as our ESP. The price to send 2,000 AMP emails per month is $99.
AMP Approval process
Before you can start sending AMP emails for yourself or your clients, you need approval. Fill out the AMP for Email: Sender Registration form. This is the only form needed to be allowlisted to send AMP emails for all supporting email clients.
Approval usually takes 7-10 business days.
AMP Survey Emails Additional Resources
While creating this blog post, we studied and learned from the following resources, which might be useful for you as well.
- AMP Emails in 2024: Examples, Use Cases, and Benefits
- Send AMP emails in Klaviyo
- Building interactive questionnaires with Stripo: Two easy ways
