Does using AMPhtml in emails affect how ISPs deliver them to different folders?

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.

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.

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.

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.