169% Conversion to Form Completion

Idea

Often, we need feedback from subscribers to understand their concerns, interests, and dislikes regarding our emails. Merely analyzing open rates (OR) and click-through rates (CTR) provides limited insights, prompting marketers to resort to subscriber surveys. However, low conversion rates can hinder survey completion, as many subscribers are reluctant to leave the email and answer questions.

To address this challenge, we leveraged AMP technology to embed interactive forms directly within the email. This eliminates the need for subscribers to navigate away from the email to participate.

To further motivate engagement, we gamified the survey by incorporating a magic ball that would answer the subscriber's questions.

The user's question was saved on the server, and a random response ("yes," "no," or "I don't know") was displayed within the email.

Metrics

AMP doesn't work for everyone, so we collected and measured HTML and AMP version openings separately.

Unique opens were distributed as follows:

*AMP – 56.3%

• HTML – 43.7%

If we look at non-unique opens, then:

*AMP – 62.13%

• HTML – 37.87%

When comparing the ratio of unique and non-unique opens between the HTML and AMP versions of the email, it becomes evident that users returned to AMP emails more frequently.

On average, users returned to an AMP email 1.36 times, compared to 1.07 times for an HTML email.

Form Submission Conversion

On average, for every user who opened the AMP version, there were 1.69 form submissions. This means that many subscribers filled out and submitted the form multiple times.

Even when considering only unique users who submitted the form, the result is still impressive: 20.74%.

The game mechanics had an effect, and many of those who decided to submit the form did so several more times afterward. It was particularly interesting to observe how a subscriber would ask the same question to the "Magic Ball" until they received the desired answer.