Success stories
April 4, 2022

How KFC Created AMP Emails with Interactive Elements in 3 Days

  • ClientKFC
  • Scale21,000 restaurants. Several million clients in the database
  • Tasks Implement email campaigns with AMP technology
  • Members Digital and CRM Manager KFC, MGCom agency, Mindbox manager
  • Term 2 days
  • Results Received permission from postal services, made up and set up mailing
  • Feature Interactive elements in the email: order form with Buy button, product carousel, slider, subscription forms, animation, sidebar

An international network of fast food restaurants, the second largest coffee shop chain in the world. Founded in 1930

Nikita Zaharin

Nikita Zakharin, Digital and CRM Manager at KFC

KFC is a chain of fast-food restaurants with several million customer profiles in its database. MGCom agency has been responsible for direct communication with KFC’s customers via the email channel.

KFC restaurants used MGCom agency’s services to create bulk mailings with an email channel with AMP (Accelerated Mobile Pages) technology, i.e., support of interactive elements inside the email. The whole project took 3 days: 2 working days to get permission from the email services and 5 hours to complete the coding.

We’re going to tell you about the mailing:

  • what it looks like
  • how it differs from an ordinary email
  • how it was set up

This article will be useful if you also want to send AMP emails. This article will describe all the stages of preparation: obtaining permission, design and coding, interface and sending setup. Nikita Zakharin, Digital and CRM Manager at KFC, will be sharing his feedback regarding the completed project.

AMP emails and their features

AMP emails differ from ordinary mailings as you can add interactive elements to AMP emails. These can be in the form of an order form with an «Order» button, a product carousel, sliders, subscription forms, animation, a sidebar, etc. In its first AMP email, KFC created an interactive showcase of meals.

Testimonial

Continuing the legacy of Colonel Sanders, we are working to ensure that as many customers as possible have the opportunity to try our signature chicken meals.

The email channel plays an important role among the mailing channels and means of brand communication. Thanks to AMP, we received another opportunity to talk about meals without stretching the email, and to make the content more interactive.

This is an important step for mailing list development, and we will continue to experiment with AMP and other innovations. If you’re put off by the idea of approving AMP with email services, please don’t worry. It’s a chore that only needs to be done once, and its result will definitely pay off in the future.

Nikita Zakharin

Nikita Zakharin, Digital and CRM Manager at KFC

Nikita Zakharin
Nikita Zakharin, Digital and CRM Manager at KFC

What have we done

In order to send a mailing with interactive elements, you need to get permission from email services that support AMP, design the mailing in two versions (with and without AMP), and set up the mailing in Mindbox.

Getting permission

To send an email with interactive elements, you need to get permission from the email services. AMP currently supports Mail and Google. We requested permission from Mail, and after 2 working days, we received our requested permission.

Design and coding

The coding for AMP emails differs from ordinary emails. An AMP email contains a limited JavaScript markup for embedding interactive elements. Moreover, you need to design a standard version of an email. It will be shown in those email clients that do not support AMP-technology. It took MGCom about 5 hours to complete the design and coding stage.

Mailing without AMP with GIF animation
Mailing without AMP with GIF animation
Mailing with AMP and interactive slider
Mailing with AMP and interactive slider

Setup in the interface and sending

In Mindbox, AMP coding is added to an email through the mailing interface. It is as easy as regular HTML coding. If you send an AMP version of the email and the recipient’s email client supports this format, then the recipient will see the AMP content. If the recipient’s email client does not support this technology, then the recipient will see an ordinary email. This happens automatically.

HTML and AMP versions of emails are loaded through the platform interface without involving development
HTML and AMP versions of emails are loaded through the platform interface without involving development

Conclusion and our next steps

Together with MGCom, KFC made the first bulk mailing with AMP emails. In the future, we are going to add new useful AMP elements for email recipients, and reliably measure the effectiveness of AMP emails compared to ordinary emails.