The general consensus across marketers, experts, and technical documentation is that using AMPhtml in emails does not directly impact how ISPs deliver emails to different folders. Deliverability is primarily determined by sender reputation, email authentication (SPF, DKIM, DMARC), engagement rates, list hygiene, email design, and sending practices. While AMP can indirectly influence deliverability by improving user experience and engagement (potentially leading to better inbox placement), it does not override the fundamental aspects of email deliverability best practices. Additionally, to enable AMP, one must register with receivers and demonstrate a good sender reputation, and adhere to strict security requirements. The perceived lower open rates may be a result of how email clients and proxies handle AMP emails. Ultimately, deliverability hinges on sender practices, not the mere inclusion of AMP.
12 marketer opinions
The consensus among email marketers and experts is that using AMPhtml in emails does not directly determine inbox placement or deliverability to specific folders. Deliverability is primarily influenced by factors such as sender reputation, email authentication (SPF, DKIM, DMARC), engagement rates, list hygiene, and content quality. While AMP can enhance user experience and potentially improve engagement, it does not override the importance of these fundamental aspects. Poor email design and sudden spikes in sending volume can negatively impact deliverability regardless of AMP usage. Some report the perception of lower open rates is due to email clients and proxies handling AMP emails in unique ways, leading to differences in how tracking pixels are loaded.
Marketer view
Email marketer from Campaign Monitor shares that high engagement rates (opens, clicks) signal to ISPs that your emails are wanted, positively influencing deliverability. Conversely, low engagement or high complaint rates can lead to emails being directed to the spam folder, irrespective of AMP usage.
16 Jan 2022 - Campaign Monitor
Marketer view
Email marketer from EmailVendorSelection.com responds that implementing AMP for Email doesn't directly impact deliverability. Deliverability hinges on sender reputation, authentication, and engagement, not the email format. AMP is supported based on subscriber preference and provider capability, not deliverability.
17 Feb 2024 - EmailVendorSelection.com
2 expert opinions
Experts emphasize that deliverability to different folders is primarily determined by sender reputation and proper email authentication. A poor sender reputation increases the likelihood of emails landing in spam or junk folders, irrespective of AMP usage. Similarly, lacking proper authentication (SPF, DKIM, DMARC) makes emails appear suspicious to ISPs, leading to filtering into the junk folder, regardless of whether the email contains AMPhtml.
Expert view
Expert from Word to the Wise shares that proper email authentication (SPF, DKIM, DMARC) is critical for inbox placement. Without proper authentication, ISPs may view emails as suspicious, leading them to be filtered into the junk folder. The presence of AMP in the email does not override the need for strong authentication.
27 Jul 2024 - Word to the Wise
Expert view
Expert from SpamResource explains that deliverability to different folders heavily depends on sender reputation. If the IP address or sending domain has a poor reputation, emails are more likely to land in the spam or junk folder, regardless of whether they use AMP or not.
17 May 2023 - SpamResource
5 technical articles
Technical documentation emphasizes that adhering to strict security and authentication requirements is critical for email deliverability, especially when using AMPhtml. Google Developers require SPF, DKIM, and DMARC for AMP emails, and failure to comply can result in emails being flagged as spam. Microsoft highlights that misconfigured S/MIME settings can negatively impact deliverability. IETF, DKIM.org, and DMARC.org emphasize that correctly configured SPF, DKIM, and DMARC records are crucial for verifying email authenticity, preventing spoofing and phishing attacks, and improving deliverability.
Technical article
Documentation from IETF outlines that using SPF (Sender Policy Framework) records is crucial for email deliverability. SPF records specify which mail servers are authorized to send emails on behalf of your domain. Incorrectly configured or missing SPF records can lead to emails being rejected or marked as spam.
16 Oct 2024 - IETF
Technical article
Documentation from DMARC.org explains that DMARC (Domain-based Message Authentication, Reporting & Conformance) builds upon SPF and DKIM to provide a policy framework for email authentication. Properly configured DMARC policies can prevent email spoofing and phishing attacks, significantly improving deliverability by signaling to ISPs that the sender is legitimate.
16 Apr 2023 - DMARC.org
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