Do I need to re-register for every new AMP email campaign or template?

No, you only need to register each unique sender email address once with Google. After initial approval, you can send various AMP email campaigns and templates from that address without re-registration.

What if I change the content or template of my AMP emails?

The registration applies to the sender email address and its associated domain. As long as the sending address remains the same, your approval generally covers different content variations. If you change the sender email address, you will need to register the new address.

Does registering with Google also cover other email providers like Yahoo or Mail.ru?

The registration process with Google often covers other supporting mailbox providers like Yahoo Mail and Mail.ru. These providers typically rely on the same sender authentication (DKIM domains) used for your Google registration.

How long does it take to get AMP email registration approval?

The approval process can take up to five working days , but may occasionally take longer depending on Google's review queue. Ensure your authentication and sending history meet all requirements.

Can my AMP email sender status be revoked after approval?

Yes, if you fail to maintain a good sender reputation, experience high spam complaint rates, or stop adhering to provider guidelines, your AMP sending privileges can be revoked. Consistent email authentication and good sending practices are vital.

How often do I need to register with Google to send AMP emails? - Technical - Email deliverability - Knowledge base

Sending dynamic or interactive emails using AMP for Email can significantly enhance recipient engagement. Unlike traditional static emails, AMP emails allow users to take actions directly within the message, such as filling out forms, browsing product carousels, or RSVPing to events. This interactive capability makes the email experience much richer and more akin to a web page.

However, to send these specialized emails, mailbox providers like

Google

Yahoo

and Mail.ru require senders to register their email addresses. This registration process is a crucial security measure designed to protect users from malicious content and ensure that dynamic emails come from legitimate sources. A common question that arises is how often this registration needs to be completed.

Understanding AMP email registration

When you decide to implement AMP for Email, the registration with Google is a one-time process for each sender email address you use. This means if you send emails from newsletter@yourdomain.com and support@yourdomain.com, each of those specific addresses needs to be registered once. You do not need to re-register these addresses unless there are significant changes to your sending infrastructure or domain ownership.

This policy streamlines the process for businesses and marketers. Once your sender address is approved, you gain the ability to send various types of dynamic content without needing to submit each new email campaign or template for review. This flexibility allows for rapid iteration and deployment of interactive email experiences, which is essential for agile marketing and communication strategies.

The focus of the registration is on the authenticity and trustworthiness of the sender, not on the specific content of each email. This makes sense from a security perspective. If every email had to be individually approved, it would create an unsustainable burden for both senders and mailbox providers, significantly hindering the adoption of AMP for Email.

Key takeaway

The fundamental principle is one registration per sender email address, not per email. This means you do not need to re-register if you change your email content or template.

The registration process and requirements

To register with

Google, you must meet specific requirements and follow a structured process. First and foremost, you need to send a real-life AMP email to the Google team for review. This isn't just a placeholder; it needs to be a functional, production-ready AMP email that adheres to all AMP for Email specifications. This allows Google to verify your technical implementation and ensure your AMP emails render correctly and safely.

Beyond the sample email, your sending domain must be authenticated with robust email authentication protocols: SPF, DKIM, and DMARC. Your domain needs to have a consistent history of passing these checks for at least a few months, demonstrating a reliable sending reputation. This strong authentication is critical for preventing spoofing and ensuring the security of interactive email content. You can learn more about these protocols in our simple guide to DMARC, SPF, and DKIM.

The review process itself typically takes some time. While Google states it aims to complete reviews within five working days, it can occasionally extend to a week or two depending on volume and complexity. During this period, Google assesses your compliance with their bulk sender guidelines, which are crucial for maintaining good deliverability, not just for AMP emails but for all your mail. You can review the updated Google bulk sender guidelines for more information.

Requirement	Description	Why it matters for AMP
Email authentication (SPF, DKIM, DMARC)	Your sending domain must have correctly configured and consistently passing SPF, DKIM, and DMARC records.	Crucial for verifying sender identity and preventing spoofing, especially important for interactive content.
Low spam complaint rates	Maintain a very low spam complaint rate, ideally below 0.1%.	Indicates good sender reputation, a prerequisite for trusted dynamic content delivery.
Consistent sending history	Your domain should have a consistent history of sending high-volume, legitimate email for several months.	Helps Google assess the reliability and legitimacy of your email practices over time.
Adherence to guidelines	Comply with Google's bulk sender guidelines and AMP for Email specifications.	Ensures your emails are well-behaved and meet the technical and content standards for AMP.

Beyond Google: Yahoo and Mail.ru

Interestingly, the registration process for sending AMP emails extends beyond just Google. It's designed to be a joint registration process that often covers multiple major mailbox providers. This means that by completing the registration with Google, you are often simultaneously getting approved (or whitelisted) to send AMP content to users on platforms like

Yahoo Mail and Mail.ru.

This unified approach simplifies the adoption of AMP for senders, preventing the need for separate, redundant applications to each provider. The core of this cross-platform approval relies heavily on your DKIM domains. Mailbox providers primarily care about your DKIM domains for approval, as DKIM signatures cryptographically verify the sender's authenticity and ensure the email hasn't been tampered with in transit. This makes your DKIM record a foundational element for multi-platform AMP sending.

While the core registration covers multiple providers, it's always prudent to be aware of any specific guidelines each provider might publish. For instance, Yahoo Mail maintains its own documentation for AMP for Email senders, often mirroring Google's requirements but sometimes offering additional nuance or clarification specific to their platform. Adhering to these overarching guidelines ensures consistent deliverability of your dynamic content.

Maintaining AMP email sender status

Even after successful registration, maintaining your ability to send AMP emails relies on continued adherence to best practices and a positive sender reputation. Mailbox providers constantly monitor sending behavior, and any deviation from acceptable practices can lead to deliverability issues, including your AMP emails falling into the spam folder or being blocked entirely. It's not a set-it-and-forget-it process.

Key factors for maintaining your status include keeping your spam complaint rates low, ensuring consistent email authentication (SPF, DKIM, DMARC) across all sends, and avoiding sending to invalid or disengaged addresses. High bounce rates or significant increases in spam complaints can signal poor list hygiene or unwanted mail, which can negatively impact your sender reputation and lead to your email addresses being placed on an internal blocklist (or blacklist).

Regularly monitoring your sender reputation through tools like

Google Postmaster Tools is essential. This allows you to identify and address issues promptly before they severely impact your deliverability. If you find your regular emails frequently going to spam, it's a strong indicator that your AMP emails will also suffer.

Best practices for continued AMP deliverability

Monitor engagement: Regularly clean your email lists to remove inactive subscribers, reducing bounce and complaint rates.
Maintain authentication: Ensure your SPF, DKIM, and DMARC records are always correctly configured and passing.
Follow guidelines: Stay updated with the latest bulk sender rules from providers like Google and Yahoo.

Views from the trenches

Best practices

Always include a fallback HTML version for your AMP emails, as not all email clients or recipients support AMP.

Test your AMP emails thoroughly across different email clients and devices before sending them to your audience.

Monitor your deliverability metrics, including spam rates and inbox placement, to ensure AMP emails are reaching the inbox.

Common pitfalls

Forgetting to register your sender email address with Google and other supporting mailbox providers.

Neglecting to include a robust HTML fallback, which can lead to a broken experience for non-AMP users.

Failing to maintain good sender reputation, causing AMP emails to land in spam folders or be blocked.

Expert tips

Consider using an Email Service Provider (ESP) that natively supports AMP for Email to simplify creation and sending.

Focus on the value proposition of interactive content for your users to drive engagement and positive reputation signals.

Leverage Google Postmaster Tools to track your sender reputation and identify potential issues impacting AMP deliverability.

Marketer view

Marketer from Email Geeks says registering with Google for AMP emails is a one-time process per sender address.

2022-01-29 - Email Geeks

Marketer view

Marketer from Email Geeks was relieved to confirm that body content changes do not require re-submission for AMP emails.

2022-01-29 - Email Geeks

Key takeaways for AMP email senders

In summary, the question of how often you need to register with Google to send AMP emails has a straightforward answer: it's a single, one-time registration per sender email address. This foundational approval allows you to send various AMP email content without re-submission each time, providing a flexible framework for dynamic email campaigns.

However, obtaining this initial approval is just the first step. The ongoing success of your AMP email program hinges on consistently maintaining strong email authentication, a positive sender reputation, and strict adherence to bulk sender guidelines across all major mailbox providers. Prioritizing these elements ensures your interactive emails reliably reach the inbox and continue to engage your audience.