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Last update: February 2021

4 mins to read - 2019/06/12

Dynamic Emails and Dynamic Notifications – Why Are They a Big Deal?

The tech world is abuzz with Google’s latest news: dynamic email, a feature that was offered in beta for G Suite customers, will be available to all Gmail accounts as of July 2. So what exactly is a dynamic email, and why is everyone talking about it? Basically, it’s a feature that enables interactive content to be integrated with emails, so the sender can continue to amend or make comments, even after the email has been sent. This interactive content could include questionnaires, appointments, RSVPs, and will appear as an ongoing thread of comments underneath the email, similar to comments on Google Docs. We will explore Google’s dynamic emails more below, as well as OpenBack’s dynamic notifications – which take the same concept and apply it to the realm of mobile engagement.

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Animated gif of how Gmail's dynamic emails work

Google’s Dynamic Email Powered by AMP

AMP, or accelerated mobile pages, is an open-source framework that optimizes and enables mobile web pages to load faster. AMP is the technology behind Gmail’s dynamic email, which is intended to provide a more engaging, interactive experience comparable to browsing the internet.

According to Venture Beat, AMP can cut page load times to less than a second, and it

“[balances] the likelihood of a user clicking on a result with device and network constraints, and it’s now used by hundreds of thousands of web domains across billions of pages.”

Starting July 2, dynamic emails will be the default setting for all Gmail accounts. To change this, admins will have to navigate to Apps > G Suite > Settings for Gmail > User Settings and click “Disable.” The dynamic email feature can be re-enabled at any time, if you want. Recipients of dynamic emails will also be able to disable dynamic emails from their end by following the steps at the Help Center.

G Suite png

Dynamic Push Notifications by OpenBack

While dynamic emails are taking the world by storm, OpenBack have actually been offering dynamic push notifications since 2015. OpenBack’s dynamic notification feature means that once an app delivers a notification, they still have control over that notification. Even after it has been received into the Notification Center/Notification Inbox and lockscreen, the notification can be updated, changed, or delete as needed.

The use cases for dynamic notifications are endless, especially in fast-paced industries. Some examples of this could include:

  • sports apps updating scores as a game happens
  • news apps updating news stories as events unfold
  • fixing mistakes or erroneous notifications and preventing #notification fails

Example of typo in CNN notification

  • eCommerce apps deleting limited-time offers that have expired, amending shopping vouchers
  • gaming apps providing up-to-date time left until user avatar can respawn
  • healthcare apps updating appointments
  • gambling apps offering latest odds on bets
  • travel apps updating flight information or hotel availability
  • weather apps keeping users abreast of latest weather conditions

In a world where notifications can become outdated as soon as they’re sent, dynamic notifications are a crucial feature for any mobile engagement platform that wants to truly communicate with its users in real time and provide great customer experiences. Without the ability to update notifications as situations evolve or new information comes to light, a mobile app runs the risk of either bombarding users with updates to outdated or erroneous notifications, or leaving misinformation unaddressed.

OpenBack's dynamic notifications would fix problem of repeated deliveries

For obvious reasons, neither of these is ideal, and both can result in users disabling notifications or deleting the app. OpenBack stands out from the competition in being the first push notification platform to offer dynamic push notifications, allowing for more accurate, efficient communication with customers.

And as an added bonus, OpenBack’s dynamic notification feature lets you analyze the data created by your push notifications: you can see whether your campaign was successful, whether a particular notification was engaged with, clicked on, or swiped away.  You can see whether a certain action a customer took occurred as a result of a certain push notification – highly valuable information, especially if a certain message results in lots of customers opting out of notifications, or uninstalling your app!

Push notifications are still a comparatively new means of communicating, when compared to email or the internet, so it stands to be reasoned that there would be less hype about what features a push notification SDK has to offer than, say, Gmail. Still, push notifications are in many ways the primary conduit mobile apps have with their customers, and it’s key that users receive the best experience available.

Visit our blog for more information on how OpenBack offers the most personalized, convenient push notifications from a user-first perspective.

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