AMP for email - What, How and When?
Bex Osborn
Marketing Strategist
17 Jun 2023
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
!importantdeclarations—all CSS must be in the email's<head>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:
Set up SPF and DKIM: Ensure Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM) are properly configured
Validate your setup: Use Google's email validation tool to verify everything is working correctly
Comply with Gmail Bulk Sender Guidelines: Maintain low spam scores and send emails regularly
Whitelisting Steps:
Create a sample AMP email using your ESP
Send the test email directly to:
ampforemail.whitelisting@gmail.com(don't forward it)Fill out Gmail's registration form after sending
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
!importantdeclarationsAll CSS must be in the
<head>sectionUses 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.