AMP (Accelerated Mobile Pages) for Email is changing the way businesses approach transactional and marketing email campaigns. Unlike traditional static emails, AMP allows you to deliver dynamic, interactive content directly within the email itself. This includes features like carousels, accordions, and forms, eliminating the need for recipients to open a new tab and visit a website. With AMP, you can provide a seamless, website-like experience right inside the email, enhancing user experience.
Currently AMP is supported by these email clients:
With interactive AMP emails, you can send:
Embed interactive forms within emails to conduct surveys and gather user feedback, such as Net Promoter Score (NPS) and Customer Satisfaction (CSAT) surveys, enabling users to provide their feedback without leaving the email.
Enhance emails containing content and numerous links by presenting the information in interactive carousels. This approach allows users to engage with the content and navigate through the links without the need to open a new page, thus improving the overall user experience.
Utilize accordions to present details of multiple products or services within an email. By organizing the information in collapsible sections, users can easily explore and access the specific details they’re interested in, resulting in a more engaging and user-friendly experience.
Traditionally, a marketing or a transactional email is a multipart message with two different parts delivered as different MIME types.
HTML: This is what most email clients support now.
Plain Text: Originally, this was the only way to send emails. When the HTML MIME type was rolled out, not all email clients supported HTML, or readers could set their client to display only the text version. The text part still acts as a fallback for the HTML part.
AMP for Email Works by creating an AMP markup that looks like HTML but is a new specification. It is delivered using a third, additional MIME type (on top of existing types i.e. HTML and Plain Text).
The AMP HTML version is delivered only to the inboxes of service providers that currently support AMP, such as Gmail, Yahoo Mail, FairEmail, and mail.ru. All other clients fall back to the HTML version.
We support AMP email for the below Email Service Providers.
Before starting to send AMP emails, you will have to ensure the following:
Send a production-ready AMP email to the following addresses:
ampverification@yahoo.comampforemail.whitelisting@gmail.compostmaster_amp@corp.mail.ru (recommended only if you have more than 5000 users with the mail.ru domain)Other criteria to be fulfilled:
The recipient should have enabled dynamic emails through the inbox settings.
A non-AMP fallback email must also be sent along with AMP version. This is to make sure that an email is rendered in non AMP supporting mailboxes or AMP disabled mailboxes.
However, you can still test AMP emails by sending them to yourself. To do this, go to your Gmail settings, select Dynamic Email > Developer Settings, and add the email address that will be sending dynamic content.
To ensure that every email recipient has a seamless inbox experience, it is necessary to create a fallback for AMP emails. When you add videos or images to the email, it is a good practice to add the HTML fallback so that the users who cannot view it due to limited email client functionality can still have a good email experience.
Fallback message comes in play when:
The AMP email expires after 30 days, and if the user tries to access the AMP email after it has expired
If a user wants to forward an AMP email. In this case the recipient will only see the fallback.
The recipient does not use the email service provider to support the AMP functionality.
In such scenarios, the HTML fallback lets the recipient have an enjoyable experience and successfully impart necessary information.