Summary
The use of AMPHTML in emails does not directly influence how internet service providers (ISPs) like Gmail, Outlook, or Yahoo decide to deliver emails into specific folders (such as primary, promotional, or spam). While AMP emails offer interactive features that enhance user experience, their placement is primarily determined by established deliverability factors, including sender reputation, content relevance, and user engagement metrics. AMP for Email functions as an extension of standard HTML email, requiring a specific MIME type and a fallback HTML version for clients that do not support AMP.
Key findings
- Folder placement: AMPHTML emails do not inherently dictate specific folder placement. They can appear in any tab, including the primary inbox or the promotions tab, depending on the recipient's engagement history and the overall sender reputation. For more on Gmail's folder behavior, read our article What is the impact of Gmail's Primary versus Promotional tabs?.
- Sender reputation: The primary determinant for inbox placement, whether using AMPHTML or standard HTML, remains the sender's reputation. A poor sender reputation will result in emails, regardless of AMP content, landing in spam folders or being blocked.
- Registration required: To enable AMP functionality, senders must register with email providers that support AMP for Email. This process includes demonstrating a consistent history as a good sender.
- Enhanced engagement: AMP for Email allows for interactive content, which can significantly boost engagement metrics like click-through rates and conversions directly within the email. This enhanced engagement can indirectly contribute to positive sender reputation over time.
Key considerations
- Technical implementation: AMP emails are multipart MIME messages. They must include a standard HTML fallback to ensure content displays correctly across all email clients, regardless of AMP support. Learn more about sending an AMP-HTML email with fallback.
- Open rate measurement: Measuring open rates for AMP emails can be complex due to how different email clients and proxies handle interactive content and tracking pixels.
- Spam risk: While AMP itself doesn't cause spam placement, poor sender reputation or content that violates policies can still lead to emails being marked as spam. For insights into AMP emails going to spam in Outlook, check our related article.
- User experience: Focus on providing valuable, relevant, and engaging AMP content. A positive user experience encourages continued interaction, which indirectly supports deliverability.
What email marketers say
Email marketers often explore AMPHTML for its potential to increase engagement and conversion rates, but they also express concerns about its impact on deliverability and inbox placement. While many are keen on its interactive capabilities, there's a common understanding that AMP's primary role is not to influence folder placement directly, but rather to enhance the user experience. Misconceptions about AMP's rendering behavior, such as it only appearing in specific tabs, are also discussed.
Key opinions
- Engagement focus: Many marketers adopt AMP for its ability to create dynamic and interactive email experiences, aiming to boost engagement metrics rather than directly affect inbox folders.
- Deliverability perceptions: Some marketers initially believe AMP emails might be favored or restricted to certain tabs by ISPs, despite evidence that AMP renders across various tabs if supported.
- Open rate discrepancies: Marketers occasionally report unexplained dips in open rates when using AMP emails, leading to theories about ISP behavior or testing mechanisms.
- Complexity of adoption: The technical requirements and the need for sender registration add a layer of complexity that can deter some marketers. Find out more about who is using AMP in email and roadblocks.
Key considerations
- User experience focus: Prioritize the interactive elements to enhance the user experience, driving engagement and potentially conversions within the email itself. Learn about the benefits of using AMP in email marketing.
- A/B testing: Test AMP campaigns against HTML versions to accurately assess performance metrics, including open and conversion rates, considering different email client behaviors.
- Content relevance: Ensure AMP content is relevant and valuable to the recipient, aligning with overall email marketing best practices for deliverability.
- Impact on deliverability: While AMP doesn't directly affect folder placement, a positive user experience from AMP emails can indirectly improve sender reputation, leading to better deliverability over time. Explore how interactive forms or AMP impact deliverability.
Marketer view
Marketer from Email Geeks believed that AMP for Email only functions within the promotions tab in Gmail. This assumption led to the conclusion that it would logically be delivered there.
Marketer view
Marketer from Email on Acid concluded that interactive AMP emails have the potential to significantly change conversion rates. This finding was quite surprising, indicating a powerful impact on user behavior.
What the experts say
Experts emphasize that while AMPHTML enhances email functionality and user experience, it does not serve as a direct factor for inbox placement or folder delivery. Instead, they highlight that established deliverability metrics, such as sender reputation and compliance with sending guidelines, are paramount. They also shed light on the technical nuances of AMP emails, including how open rates might be measured differently and the importance of fallbacks for unsupported clients.
Key opinions
- No direct folder impact: Experts confirm that AMP emails render in any tab within supported clients and do not inherently dictate folder placement (e.g., primary vs. promotions).
- Sender reputation is key: The ability of AMP emails to reach the inbox or a specific folder is primarily governed by the sender's reputation. Good sender behavior is critical, regardless of AMP content.
- Engagement versus deliverability: AMP's role is to improve user engagement and conversion rates, not to inherently boost deliverability or influence folder placement. However, high engagement can indirectly signal positive sender behavior to ISPs.
- Open rate measurement varies: Measuring open rates for AMP emails can be tricky because AMP content might be handled differently by various email clients and proxies.
Key considerations
- Registration with receivers: To enable AMP functionality, senders must register with supporting email providers. This step is crucial and involves demonstrating a strong sending history. Read more about the main concerns about AMP for email.
- HTML fallback: Always ensure a robust HTML fallback version for your AMP emails, as many email clients still do not support AMP. This ensures your message is delivered and rendered correctly for all recipients.
- Deliverability best practices: Continue to adhere to fundamental email deliverability best practices, including maintaining a good sender score, avoiding spam triggers, and managing bounce rates. This is vital for all email types, including AMP. For broader context, see Email Deliverability Issues: Getting Your Messages to the Inbox.
- Spam folder risk: Violating sender trust, even with AMP emails, will still result in your messages being directed to the spam folder. AMP does not provide immunity from deliverability issues.
Expert view
Expert from Email Geeks clarified that the statement about AMP only working in the promotions tab is incorrect. They asserted that AMP content renders in any tab where it is supported, distinguishing it from Gmail annotations or schema.
Expert view
Expert from Spam Resource regularly points out that deliverability is complex and not solely based on content type. Sender reputation, authentication, and recipient engagement are critical factors that determine inbox placement, regardless of AMP usage.
What the documentation says
Official documentation and technical guides clarify the nature and implementation of AMP for Email. They outline that AMPHTML is a specific MIME type within a multipart email structure, designed for interactivity. While documentation focuses on technical specifications, security, and rendering, it indirectly reinforces that compliance with these standards and a good sender reputation are prerequisites for successful delivery, rather than AMP itself influencing folder placement.
Key findings
- Multipart MIME message: AMP email is structured as a multipart MIME message, requiring both an HTML and an AMPHTML part. This ensures compatibility and proper rendering across diverse email clients.
- Extension of HTML: AMP for Email functions as an extension of standard HTML, allowing for dynamic content within the email without necessitating a click-through to a web page.
- Security enhancements: AMP for Email imposes restrictions on third-party data and advertisements, aiming to make AMP emails more secure than their traditional HTML counterparts.
- Client stripping: Email clients typically strip the text/x-amp-html MIME type when emails are replied to or forwarded. This maintains privacy and security.
Key considerations
- Rendering priority: Supported email clients prioritize rendering the AMPHTML version. For unsupported clients, the standard HTML fallback is displayed.
- Validation required: AMPHTML must adhere to strict validation rules to ensure proper rendering and security. Any validation errors can prevent the AMP version from being displayed.
- Limited third-party data: The restrictions on third-party data in AMP emails are a security feature, not a deliverability hurdle. This helps in securing emails from cyber threats. Mailgun discusses benefits of AMP email for e-commerce.
- Fallback mechanism: The presence of a well-constructed HTML fallback is essential for ensuring content visibility, regardless of the recipient's email client. This is highlighted in documentation from Email Uplers.
Technical article
Documentation from Mailgun's GitHub repository notes that email clients will remove the text/x-amp-html MIME part when messages are replied to or forwarded. This ensures that the interactive content does not carry over into subsequent replies.
Technical article
Documentation from Mailgun states that AMP for Email limits the use of data from third-party services. This security measure helps to make AMP emails more secure than standard HTML emails by reducing external dependencies.
Related resources
10 resources
Related pages
How do embedded interactive forms or AMP in email impact deliverability?
Can AMP code in emails cause increased spam placement in Outlook and Hotmail, even if they don't render AMP?
Why are my AMP emails going to spam in Outlook?
What are the main concerns about AMP for email?
Who is using AMP in email and what are the roadblocks?
Do Google Annotations impact email deliverability or inbox placement?
What is the impact of Gmail's Primary versus Promotional tabs on email deliverability?
Why Your Emails Are Going to Spam in 2024 and How to Fix It
Email Deliverability Issues: Getting Your Messages to the Inbox in 2025
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