AMP for email - What, How and When?

Email marketing is evolving, and AMP for Email represents the next frontier in creating dynamic, interactive email experiences. 

Accelerated Mobile Pages (AMP) for Email is a revolutionary framework that combines HTML, CSS, and JavaScript to bring web-like interactivity directly into your subscribers' inboxes.Unlike traditional static emails, AMP allows you to create live, dynamic content that updates in real-time without requiring recipients to leave their email client. This means interactive carousels, live inventory updates, form submissions, and much more - all within the email itself.

What is AMP for Email?

AMP for Email is a framework specifically designed for creating interactive HTML emails. It's linked to an AMP-specific JavaScript file that enables you to add pre-made components with custom styling directly into your emails.

Key Features:

• Interactive Components: Add carousels, accordions, forms, and other dynamic elements

• Live Content: Display real-time data like inventory levels, pricing, or social media feeds

• Modern Development Approach: Uses contemporary web development techniques

• Structured CSS: No inline styles or !important declarations—all CSS must be in the email's section

Technical Requirements:

• Requires an additional email MIME type to be sent

• Uses a different validation system than traditional HTML emails

• Needs to be built as a separate version alongside your standard HTML and text emails

How to Send AMP Emails

Step 1: ESP Setup

Your Email Service Provider must support the additional MIME type required for AMP emails. Contact your ESP to ensure this capability is enabled.

Step 2: Gmail Whitelisting Process

Gmail requires domain whitelisting to ensure AMP emails only come from verified, trusted senders.

Prerequisites:

1. Set up SPF and DKIM: Ensure Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM) are properly configured

2. Validate your setup: Use Google's email validation tool to verify everything is working correctly

3. Comply with Gmail Bulk Sender Guidelines: Maintain low spam scores and send emails regularly

Whitelisting Steps:

1. Create a sample AMP email using your ESP

2. Send the test email directly to: ampforemail.whitelisting@gmail.com (don't forward it)

3. Fill out Gmail's registration form after sending

4. Wait for approval (typically 2-7 days)

Building AMP HTML Emails

Development Considerations

AMP emails require a completely different approach than traditional HTML emails. You cannot simply add AMP code to existing HTML emails—they need to be built from scratch following AMP's specific validation rules and limitations.

Key Development Differences:

• No inline styles allowed

• No !important declarations

• All CSS must be in the section

• Uses component-based architecture

• Requires AMP-specific validation

Getting Started

AMP provides a comprehensive tutorial for building your first AMP email. We recommend starting there and using their official documentation as your primary reference.

The Pros and Cons of AMP for Email

Advantages:

Enhanced Interactivity

• Add interactive modules that work across supporting email clients

• Create experiences previously impossible in email

Live and Dynamic Content

• Display real-time information without third-party tools

• Update content automatically based on user actions or external data

Better Performance

• Lighter weight emails (our interactive carousel was under 50KB—half the size of traditional alternatives)

• Components built to render efficiently in supporting clients

Modern Development

• Uses contemporary web development techniques

• JavaScript-like development options available

Easier Testing

• Components are pre-built for supporting clients

• More predictable rendering across platforms

Disadvantages:

Increased Development Time

• Must create HTML, text, AND AMP versions of each email

• Requires designing alternate experiences for non-supporting clients

• Longer build times increase email production costs

Limited Support

• Requires both ESP and email client support

• Still limited to a few major platforms

Technical Complexity

• Requires backend support for live and dynamic content

• Needs fallback systems and redirect handling

• Requires team training on new development approaches

Ongoing Maintenance

• Live content needs continuous backend support

• Must handle offer expirations and feed updates

• Requires website redirect management

Timeline and Future Outlook

Gmail announced that interactive emails went live for G Suite users on July 2nd, 2019. With Gmail webmail support already active and mobile app support rolling out, most Gmail users began seeing AMP emails by the end of 2019.

With more ESPs and email clients planning AMP support through 2020 and beyond, now is an excellent time to start considering how AMP could enhance your email program.

Best Practices and Recommendations

Strategic Implementation: Don't implement AMP just because it's available. Use it strategically to solve specific problems or genuinely enhance your users' experience.

Start Small: Begin with simple interactive elements like carousels or accordions before moving to more complex live content features.

Plan for Fallbacks: Always design compelling experiences for non-AMP supporting clients. Your AMP email should enhance, not replace, a solid traditional email strategy.

Conclusion

AMP for Email represents a significant shift toward more interactive, dynamic email experiences. While adoption is still in its early stages, the potential for creating engaging, web-like experiences directly in the inbox is enormous.

As more ESPs and email clients add support, early adopters who invest in learning AMP development now will be well-positioned to create standout email experiences that drive better engagement and conversions.

The key is approaching AMP strategically, focus on solving real problems for your subscribers rather than adding interactivity for its own sake. When implemented thoughtfully, AMP can transform your email marketing from static broadcasts into dynamic, personalised experiences that truly engage your audience.