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Advanced Concepts

AMP Email

Interactive email technology that allows dynamic content and user actions directly within the email.

Definition

AMP (Accelerated Mobile Pages) for Email is a technology that brings interactive, dynamic content to emails. Unlike static HTML emails, AMP emails can include carousels, accordions, forms, real-time content updates, and actions that execute without leaving the inbox. Users can RSVP to events, fill out surveys, or browse product catalogs directly within Gmail and other supporting clients.

Why It Matters

AMP emails reduce friction by allowing recipients to take action without clicking through to a website. This can dramatically increase engagement and conversions. Interactive content also makes emails more engaging and memorable. However, limited client support means you need fallback content.

How It Works

AMP emails include a third MIME part alongside HTML and plain text versions. The AMP content uses a subset of HTML with custom AMP components for interactivity. Email clients that support AMP render the interactive version; others fall back to HTML. Google requires sender registration to serve AMP content.

Example

An e-commerce AMP email could include: - A product carousel you can browse without leaving Gmail - A size selector that shows stock availability in real-time - An "Add to Cart" button that works directly in the email - Live pricing that updates when the email is opened

The recipient browses products, selects options, and adds to cart - all without leaving their inbox.

Best Practices

  • 1Always include HTML fallback for non-supporting clients
  • 2Register with Google to send AMP emails to Gmail users
  • 3Use AMP for high-value interactions like forms and carousels
  • 4Test thoroughly across supporting and non-supporting clients
  • 5Keep AMP content functional even if loaded days later

Frequently Asked Questions

Gmail (web and mobile), Yahoo Mail, and Mail.ru support AMP emails. Outlook and Apple Mail do not. Always include HTML fallback content for maximum compatibility.

Yes, Google requires senders to register and be approved before AMP content will render in Gmail. You must meet their security requirements and follow their guidelines. Other providers have similar requirements.