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Data collection via email using AMP's GET parameters on the web
Data collection via email using AMP's GET parameters on the web

In this article, you find how to gather data from the AMP email for usual HTML version.

Yevgenia Dolinkina-Dremina avatar
Written by Yevgenia Dolinkina-Dremina
Updated over a week ago

AMP technology helps to create interactive emails, as well as output data in the email from external sources and send data from the email to a remote data collection service.

AMP emails will be displayed in email clients that support this technology. But how do we collect data from emails in that email client where AMP functionality is not supported? To figure out this, let's look at a simple example of how email marketers work when creating mailings using AMP.

If the task is to send a letter with a survey form, the marketer adds a Form block, which contains the field for text entering and the "Submit" button.

Next, you must add another hidden field in which a unique identifier (merge tag) will be transmitted, such as the recipient's email address.

The Email Service Provider will replace {subscriber_email} with the recipient's real email address. The value of the hidden field will be sent along with the text of the review to the remote data collection service, and the marketer will be able to understand who sent the feedback.

Ok, the preparation of the AMP version of the letter is complete. Now you need to take care of the regular HTML version of the letter, the fallback, which will be delivered to those subscribers who do not receive the AMP letter.

How to build the fallback structure?

To do so, the marketer creates an alternative module in the letter with an invitation to follow the link and leave feedback there.

As a link, he will provide a link to the AMP web version of the template.

The link to the AMP web version has a GET parameter type with AMPHTML value, for example,

For a unique identifier (email address) to be sent with the form, you must manually add another GET parameter to the button link, which the marketer set as a hidden field in the AMP settings of the form.

This parameter is email; additionally, the email parameter tag for the email address needs to be specified. When added, the link will look like this:

When the user receives an email and opens this link in a browser, he will be redirected to an AMP email, where the form will read the GET email parameter, save it, and send it along with the text of the feedback.

The number of such hidden fields and GET parameters in the link can be more than one.

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