What is AMP for email?

AMP for email allows interactive elements like forms, carousels, and real-time data to be embedded directly into emails. This means recipients can complete actions or view updated information without leaving their inbox, providing a more app-like experience.

Which email clients support AMP for email?

Currently, the main email clients supporting AMP are Gmail and Yahoo Mail . Other smaller providers also offer support. Outlook.com discontinued its support in 2021.

What are the main challenges of using AMP for email?

Major roadblocks include limited email client support, the increased complexity of email development (requiring specific AMPHTML and HTML MIME parts), and the need for senders to register and be approved by supporting mailbox providers like Gmail .

Does AMP for email replace standard HTML emails?

No, AMP for email doesn't replace HTML. Every AMP email must include both an AMPHTML version and a standard HTML fallback version. This ensures that recipients whose email clients don't support AMP can still view the email content.

Who is using AMP in email and what are the roadblocks? - Technical - Email deliverability - Knowledge base

When Accelerated Mobile Pages (AMP) for email first launched in 2019, it promised to revolutionize the inbox experience. The idea was to bring web-like interactivity directly into email messages, allowing recipients to complete tasks like filling out forms, browsing product carousels, or RSVPing to events without ever leaving their email client. This concept held significant appeal for marketers looking to boost engagement and streamline customer journeys.

The vision was clear: to transform static email into a dynamic mini-application, cutting down on clicks and providing instant value. For example, imagine being able to submit a survey response, update your preferences, or even complete a small purchase directly within an email. This shift from passive consumption to active interaction was poised to redefine email marketing possibilities.

However, like many ambitious technologies, the path to widespread adoption has not been entirely smooth. While AMP for email certainly offers compelling advantages, it also introduces a set of unique challenges that impact who uses it and how successfully. We'll explore these aspects, diving into its current landscape, the technical hurdles, and the practical implications for email senders today.

The promise of AMP in email

The core promise of AMP for email lies in its ability to enable rich, interactive experiences. This means content can be dynamic, updating in real-time even after the email has been sent. Users can perform actions directly within the email interface, eliminating the need to navigate to a separate landing page or app. This streamlined experience can lead to higher engagement and conversion rates.

Specific use cases where AMP excels include interactive forms for surveys or feedback, image carousels for showcasing products, and dynamic content that reflects live inventory or pricing. Brands can also use AMP for things like calendar invites that can be accepted directly, or comment sections that update in real-time. This functionality aims to bridge the gap between email and web experiences, making emails more useful and engaging.

Ultimately, the goal is to reduce friction in the user journey. By bringing key interactions directly into the inbox, AMP for email aims to improve the overall customer experience, leading to quicker actions and a more impactful communication channel. The potential for immediate interaction is a significant draw for many businesses.

Who is embracing AMP?

Despite its potential, AMP for email is primarily supported by a limited number of major email clients. While this includes significant players, it means that a substantial portion of email recipients may not experience the interactive features.

The main champions of AMP email have been

Gmail and

Yahoo Mail. Other providers like

Mail.ru also offer support. Businesses that have a large proportion of their audience using these clients are typically the ones exploring and implementing AMP features more actively. Companies sending transactional emails, surveys, or customer feedback requests often find it beneficial.

In practice, brands leveraging AMP include those in e-commerce for product showcases, SaaS companies for onboarding flows or feature announcements, and media companies for interactive quizzes or polls. The key is understanding your audience's email client usage and the specific interactive elements that add value to your campaigns. You might want to consider how embedded interactive forms or AMP in email might impact deliverability.how embedded interactive forms or AMP in email impact deliverability.

Email client	Support status	Notes
Gmail	Supported	Leading supporter, requires sender registration.
Yahoo Mail	Supported	Offers support for AMP interactivity.
Outlook.com	Discontinued	Dropped support in 2021 and its web clients.
Apple Mail	Not supported	Defaults to HTML fallback.

Roadblocks and challenges to adoption

The enthusiasm for AMP for email has been tempered by several significant roadblocks. One of the primary issues is the limited support across major email clients, as highlighted previously. The decision by

Outlook to discontinue support for AMPHTML in 2021 was a notable setback, reducing the reach of interactive content. This fragmentation means marketers must still design robust HTML fallbacks for non-AMP clients, adding complexity to the email creation process.

Another substantial hurdle is the development complexity. Creating AMP emails requires adherence to a strict set of AMPHTML specifications, which can be more challenging than standard HTML email coding. It often necessitates specialized tools or a deeper understanding of the framework. Furthermore, AMP emails require a specific MIME type, text/amphtml, alongside the traditional text/html version.

Important: sender registration

For

Gmail, senders must register and be whitelisted before their AMP emails will render. This involves meeting specific technical requirements, including strong email authentication (SPF, DKIM, DMARC) and maintaining a good sender reputation. The approval process can be time-consuming and there is no guaranteed turnaround time. You should understand how often you might need to register with Google to send AMP emails.

Additionally, issues like AMP code causing increased spam placement in

Outlook, even if AMP isn't rendered, have been reported. This underscores the need for careful implementation and monitoring.AMP code causing increased spam placement can be a real concern.

Another concern relates to the difficulty of tracking performance. Traditional email tracking relies on clicks to external links, which AMP aims to reduce. While AMP provides its own analytics mechanisms, integrating them seamlessly with existing marketing platforms can be complex. This can make it harder to attribute conversions and measure the direct ROI of AMP email campaigns compared to standard HTML emails. Some also argue that AMP's strict code requirements and lack of flexibility can stifle creativity, pushing marketers towards more standardized designs rather than truly innovative experiences. There are varying opinions, for example, some articles debunk myths about AMP.

The promise

Interactivity: Enables forms, quizzes, carousels, and real-time updates directly within the email.
Reduced friction: Users complete actions without leaving the inbox, enhancing user experience.
Dynamic content: Content can update automatically, ensuring accuracy even hours after sending.

The reality

Limited support: Mainly Gmail and Yahoo Mail, with Outlook dropping support.
Development complexity: Requires specialized coding and adherence to strict AMPHTML specifications.
Sender registration: Necessary for some providers, adding an approval barrier.
Tracking challenges: Integrating analytics can be difficult due to reduced external clicks.

The fragmented support and added complexity contribute to AMP for email not being as universally adopted as initially hoped. Many marketers opt for standard HTML emails to ensure broader compatibility, even if it means sacrificing some interactive features. The media has also picked up on this, with articles discussing its deceleration.

Technical considerations for implementation

Implementing AMP in emails requires careful technical execution. Every AMP email must include two MIME parts: one for the AMPHTML version and one for a standard HTML fallback. Mailbox providers that support AMP will render the AMPHTML part, while those that don't (or if the sender isn't whitelisted) will default to the HTML version. This ensures that all recipients can view the email, even if not interactively.

Example of email MIME type structure for AMPplain

MIME-Version: 1.0
Content-Type: multipart/alternative;
        boundary="_----------=_sections_=

--_----------=_sections_=
Content-Type: text/plain; charset="UTF-8"
Content-Transfer-Encoding: quoted-printable

[Fallback plain text content]

--_----------=_sections_=
Content-Type: text/html; charset="UTF-8"
Content-Transfer-Encoding: quoted-printable

[Fallback HTML content]

--_----------=_sections_=
Content-Type: text/x-amp-html; charset="UTF-8"
Content-Transfer-Encoding: quoted-printable

[AMPHTML content]

--_----------=_sections_=

Sender authentication is crucial for AMP emails. Providers like

Gmail require robust authentication protocols, including SPF, DKIM, and DMARC, to be properly configured. This helps prevent abuse and ensures that the interactive content comes from a legitimate source. A strong sender reputation is also a prerequisite for approval. You can learn more about how a simple guide to DMARC, SPF, and DKIM can help.

Given the ongoing challenges, it's important for email marketers to weigh the benefits against the operational complexities. While AMP emails can offer a powerful user experience for a segment of your audience, the effort involved in development, implementation, and maintaining sender reputation might not always yield a proportional return for all campaigns or target audiences. Consider the main concerns about AMP for email before investing heavily in its implementation.main concerns about AMP for email.

Views from the trenches

Best practices

Always include a robust HTML fallback for recipients whose clients do not support AMP.

Ensure strong sender authentication (SPF, DKIM, DMARC) to meet mailbox provider requirements for AMP approval.

Test AMP emails rigorously across different clients and devices to verify functionality and rendering.

Prioritize user experience: interactivity should genuinely add value, not just be a gimmick.

Common pitfalls

Assuming all recipients will see the AMP version; neglecting the HTML fallback can lead to broken experiences.

Underestimating the development and approval process complexity for AMP, especially with Google.

Failing to monitor deliverability and reputation, which are critical for AMP email rendering.

Ignoring tracking challenges and not planning how to measure AMP email engagement effectively.

Expert tips

If your audience primarily uses Gmail and Yahoo, AMP can be a powerful tool for specific interactive campaigns.

Leverage AMP for transactional emails where immediate actions (e.g., confirmations, surveys) are beneficial.

Consider using an email service provider or platform that simplifies AMP email creation and management.

Keep an eye on industry trends; AMP's future support by mailbox providers can change.

Marketer view

Marketer from Email Geeks says Google's own sporadic use of AMP raises questions about its broader adoption.

2021-08-25 - Email Geeks

Marketer view

Marketer from Email Geeks says the individual mailbox provider approval process for AMP is a significant hurdle due to unknown turnaround times.

2021-08-26 - Email Geeks

The future of interactive email

AMP for email remains a fascinating technology with the power to transform how users interact with email. While it offers unparalleled interactivity and dynamic content capabilities, its journey toward widespread adoption has been marked by significant roadblocks. Limited client support, the complexity of development, and the necessity for specific sender approval processes continue to be major considerations for marketers.

Despite these challenges, AMP for email holds a niche but powerful position, particularly for businesses targeting audiences on supportive platforms. For these senders, the benefits of immediate interaction and real-time content can lead to genuinely engaging experiences. The key to successful AMP implementation lies in a thorough understanding of its technical requirements, a commitment to robust email authentication, and a clear strategy for when and how to leverage its unique capabilities.