Vital Points About AMP for Email That an Expert Marketer Should Consider

Vladislav Podolyako
May 10, 2022
Reading duration

The technological revolution that the world is under these days has spoiled people, not always in the most positive way. However, the changes introduced into the field of email marketing are worthy of the attention that the notion gets. For the longest while, well-thought email campaigns have brought awareness, reputation, and promising revenue. Yet, as you may have noticed, the innovative toll has had little effect on how a regular email looks and how a user can interact with the message. Until recently. The addition of AMP for email has had a revolutionary impact on the sphere.

The simplest way to describe the notion of AMP technology would be to claim that it brings interactivity to the scene. As you may already know, interactive emails are known to trigger increased user interest and growing income as a natural sequence. Care to learn all you can on the matter of AMP-powered emails? A comprehensive and professional guide composed by Folderly experts will ensure that you grasp even the tiniest details that relate to AMP components and the notion in general. Time to make those income and reputation rates skyrocket!

The notion of an AMP email explained

Since the notion of AMP for email is almost hot from the oven, you will have a slight idea as to what it is bound to represent. Being developed in 2015 by Google, an AMP was thought only to improve the loading speed of webpages on various mobile devices. Google AMP abbreviation was deciphered as Accelerated Mobile Pages for email.

However, in 2018 Google came up with the notion of an AMP email. The sole purpose of the innovation was to improve the interactive part of the email. In most cases, AMP emails contain all types of interactive elements that allow the recipient to participate in a survey, poll, zoom in on product offers, comment on the message, and without leaving the email field or visiting any involved landing page.

Another critical advantage of an AMP email is the fact that it always displays up-to-date information. Once the mentioned event or offer is inactive, the user won’t have access to the interactive elements since they become irrelevant. Since a recipient can share any requested information within the AMP email, the innovation changes email marketing entirely. Should you use AMP campaigns well, the user conversion and the ROI will hit the levels you haven’t known existed.

AMP emails transform user inbox experience

You may be surprised to hear that many customers are lost at the email marketing stage. All due to the fact that most people are reluctant to follow a provided link to any brand’s landing page. Once you implement AMP emails in your email marketing campaigns, you will entitle a potential consumer with a chance to communicate and interact with your offer without leaving the inbox, no matter the device in use.

What makes AMP emails different from interactive emails?

In case you don’t know, traditional HTML emails also belong to the category of interactive messages. Yet, there are some distinctive differences between HTML emails and AMP emails. Let’s discuss them in detail:

  • Any existing email client can properly display an HTML email as an interactive email. It is often viewed as a plain text version spiced with images that carry any informative or entertaining function.
  • HTML emails are packed with such interactive elements as carousels and forms. However, AMP forms and carousels are packed with more enhanced functionality. Use auto-scrolling as one of the predefined differences.
  • AMP for email is all about dynamic content when compared to the classy HTML version. Once you start launching AMP campaigns, you can rely on the live data pull, which ensures that all the dynamic content is up-to-date and active. It is impossible to achieve the goal with traditional HTML emails. The plain text version is usually static so that it contains the data that is valid at the moment of sending. At the same time, AMP for email can pull recent data from the sender’s data sources. It means that when a reader opens an AMP email, they will have access to the valid information at the moment of opening precisely.

Technical description of an AMP email

Once you are familiar with a more descriptive definition of AMP emails, you may also wonder what makes those tick on a more technical level. The truth is that AMP for email can’t exist without a fair share of coding added to the scene. Once again, comparison with HTML emails may as well assist you in grasping the complex nuances. 

The first level of email is the text that you see once the email is opened. Even if the email client disables the HTM, you will still have access to plain text. The second level is the HTML variation. The level describes a good old email with rich textual representation and images added. So, an AMP is the third level added to the previous two, which results in the dynamic content we have already discussed.

Once you finish working on the first two levels, that is – plain text and HTML added to it, you will have to send it to either of the email service providers you prefer. Either ESP will have two MIME types in use. AMP will become a third MIME type. The third MIME type is what makes the AMP email tick. That is where the interactivity comes in at full force.

What about an HTML fallback version?

One of the main things to memorize about AMP emails is the fact that you should always work on the HTML fallback. The creation of the mentioned fallback will ensure that the recipients’ inbox experience is perfect. These are the primary points you will be able to cover once you work with the fallback:

  • AMP for email is developed to expire after 30 days. So, a user who does not open your email within the mentioned 30 days won’t have access to the dynamic content you have spiced it with. However, the reader will still be able to view the plain text version of your message.
  • Not all the email service providers are tuned in with AMP emails. That is why if a recipient you are sending the message to is using an email client that does not support AMP at the moment, the email will still be validly displayed.
  • One of the existing disadvantages of AMP for email is the fact that it can’t be forwarded in the original form. That is, should a user decide to share the incoming AMP email to any of their friends, they will receive the fallback version of the email, which can still be quite beneficial for most email marketing campaigns.

As you can see, the correlation between AMP-HTML is quite essential. You can decide to ignore HTML versions the moment you choose to integrate AMP emails into your marketing strategy.

Main gains for a business using AMP for email

Email marketers go to various lengths to ensure their campaigns bring in as much engagement, brand trust, and conversion as possible. It has become a known fact that sending informational messages is no longer enough to catch and hold the reader’s attention to the point when they become paying customers. When Google brought the notion of AMP into the light, the sole purpose of the innovation was to elevate user experience, especially for those who use their mobile devices most of the time.

The transformation that the AMP technology has undergone ensures that AMP’s effect on email marketing will only continue to grow. For starters, AMP emails offer better customer interaction with a brand. The outcome, in its turn, will shorten the conversion funnel significantly, which is the gain that a success-oriented business can’t afford to ignore. Fewer and fewer prospects will drop off, and thus the income and reputation will continue to grow. All due to the fact that AMP emails allow it to add products to the cart without visiting any landing page or catalog whatsoever. Besides, it is twice as easy to request a demo proposal by filling out the form straight from the inbox.

Another point in favor of implementing AMP for email would be closely connected to the original purpose that the technology’s been expected to pursue. If you have an unstable Internet connection, some mobile web pages may load utterly slowly if they load in general. Such frustration may force users to give up on the conversion or even a purchase. At the same time, with an AMP email in the inbox, one does not need a browser to carry on with the aforementioned tasks.

There is one more case to discuss that will prove the effectiveness of AMP for email. Often, people register with different platforms and later forget their login credentials. It gets impossible to complete a purchase without those credentials intact. The friction point leads to card abandonment and utter frustration. It does not take long to guess that the AMP support will also eliminate this annoying obstacle.

Still wonder whether AMP emails are worth your brand’s investment?

Crucial AMP elements to change the course of the email marketing campaign

Should you decide to send AMP emails to enhance your campaign rates, you need to realize that there isn’t a single AMP version fit for all. Dynamic emails can contain different components that suit your goals best. Among the main interactive elements that AMP emails can support are the following:

AMP form

It is a good idea to start the AMP list with the AMP form. The chances are that most of you have already interacted with such an AMP email more than once. We are talking about the Google Docs case. Should you be involved with an industry that uses Google Docs, you know that whenever someone comments on the document or resolves a comment, the notifications will be sent to all the Gmail addresses involved. As a natural sequence, you can interact with the aforementioned document straight from the inbox, with no need to follow the actual document.

While you are used to the process, you pay little attention to the perks on offer. The primary advantage to keep in mind is the increased productivity of such AMP forms. It is fast and convenient to interact with the documents that require your interference. Some of you may say that these forms have little to do with email marketing as such, but the elements aren’t limited to Google docs solely. Among the widely used AMP forms, you can find the following:

  • Surveys
  • Webinar registrations
  • Event reservations
  • Demo request forms
  • Account creation forms

The list can go on as far as your marketing team’s imagination and skills reach.

AMP carousel

If you are new to the email marketing industry, the notion of a carousel may bear a slightly different connotation in your perception. However, unlike an actual carousel, the AMP carousel is about a live product list. Once you open an AMP email with a carousel element embedded, you will have access to live product listings that a brand has to offer.

It is true that there are static carousels too. The main difference between a non-AMP carousel and an AMP image carousel is that the former will display several products pre-selected by the marketing team. The primary downside of such an approach is that some of the enlisted offers may be out of stock in real life, and that will cause a fair share of confusion and frustration.

An AMP for email spiced with a carousel will show only the products that are available at the moment when a user opens the email. Thus, you won’t suffer a decrease in reputation caused by a mere technical flaw. As a result, businesses that use interactive email turn out to generate better revenue and spike in customer conversion.

Another popular benefit of presenting live product listings is the fact that you can display all the active discounts, seasonal bonuses, and other perks that modern clients like. Lastly, such recent updates as auto-scrolls tend to enhance user experience and promote better engagement.

AMP accordion

It is a natural desire to bombard a user with all you can offer in just one go. However, most email clients limit the size of the message you can send. While that seems an obstacle to deal with, instead of overcoming it simply, AMP emails have a way of dealing with the obstruction without breaching any rules endorsed by an email service provider.

To put it simply, AMP accordions allow it to send out utterly minimalistic messages that contain all the information necessary. How is that possible? The answer is quite simple. Accordions enable a sender to arrange the data on offer in such a way that a recipient can pick from the so-called menu as to which venue to pursue.

Perhaps a simple example will give you a more visual idea of what the interactive element is all about. For instance, you are going on a trip and searching for a place to stay. An AMP accordion will serve as a clean layout, dividing the search into international and local destinations. After you pick the type of destination, the layout will show all the available cities and then places to stay in real-time.

Such an approach ensures that the message sent is simple and doesn’t overwhelm the reader. Instead, AMP for an email with an accordion element intact will present all the up-to-date opportunities and help the recipient save their time and effort.

AMP add-to-cart

It won’t be a secret to state that most people prefer online shopping to good old brick-and-mortar store ventures. No matter the perks that the former option offers, the recent stats claim that as many as 70% of shopping carts end up abandoned. The primary reason for that may vary from forgotten login credentials to too complicated a checkout process, but the numbers remain unaltered.

As a growing and developing business, any company is highly interested in reducing the abandoned cart rates. That is why some brands choose to launch cart abandonment campaigns. In the majority of cases, you will get an email stating that you have filled the cart and haven’t finished the purchase. While the approach turns out to be better than letting the attempts go unnoticed, it does not bring the results that most vendors count on.

That is where AMP emails come to the rescue. The truth is that you can enable your users to shop right from the inbox with as much as introducing an add-to-cart element to your AMP for email. While you enlist all the available goods in an AMP list, you can go a tad further to enhance the conversion. You can mix the Add to Cart update with a sensible CTA or a one-time offer that no one could afford to miss. The sky's the limit in this case.

Can AMP email increase user conversion?

AMP for email is mostly centered on user engagement and improved ROI. However, mere theoretical data is not enough to finalize your opinion on the matter of AMP emails. There are a few primary cases proving that AMP is helpful when it comes to client conversion:

Case 1

If you want a customer to convert, you are bound to provide them with content and offers that trigger interest. One of the primary advantages of AMP emails over static marketing messages is the ever-present visual appeal. It is a known fact that people are more susceptible to images rather than to plain text. Thus, live listings and other visual content will lead users to a desirable outcome faster than any other marketing content.

Case 2

Should you represent anything but an eCommerce sphere, you may want your emails to help you book more meetings, demos, and webinars. If you use a regular marketing strategy, it will take a lot of back-and-forth communication to decide on the date and time of the presentation. An AMP email comes with an integrated calendar that shows all the available dates so that a client can book a meeting with you straight from the inbox without any additional hassle involved.

Case 3

The assumption that games are for kids is getting staler by the day. By implementing a fair share of gamification into your marketing strategy, you can increase user conversion in no time. For starters, you may offer customers hidden bonuses and discounts which become available after they end the game. Besides, you can gather valuable information and insight on the target audience along with your products and services.

Practical advantages of AMP for email

Improved user conversion isn’t the sole area that a well-composed AMP email can affect. There are countless additional perks that you should consider.

Improved email time

A few email clients may decide to deny the fact that the more time a client spends pondering over your message – the better. Suppose a recipient reads the emails through a couple of times and keeps returning to it and interacting with the elements included in the email. In that case, they may eventually respond to your offer. AMP emails are proved to be the ones that people choose to spend the most time on.

Automated promotional content

AMP for email works in live mode only. It means that only fresh and active offers will be displayed. Such an approach is considered to decrease user dissatisfaction with a brand, and it proves to be effective.

Enhanced user experience

Whether you like it or not, people tend to respond to alluring content more positively. Thus, you can count on decreased spam reports and growing business reputation and loyalty as the sequence.

Increasing SEO score

The marketing industry is full of competition, and those companies that are the fastest to adapt to the recent changes and innovation remain on the top. In case you still don’t know, SEO ranking can be spiced up through videos and related interactive content. So, if you decide to add AMP to the mix, your SEO score will hit high. Such a turn of events will take you to the top of the competition.

Hyper-personalized content

Successful marketing is all about the proper personalization of the campaign. AMP technology opens up a vast majority of possibilities in this regard. You can meet most of your users’ needs right from the inbox and ensure desired engagement and conversion. There is a lot of room for experimentation so that you can come up with a fitting design, offer and approach depending upon your target audience.

Improved user security

When compared to static messages, AMP emails won’t contain any third-party ads that can be potentially harmful. Thus, the level of user data security will increase. Such an approach will ensure improved user involvement since the recipients will stop worrying about their safety and privacy.

Does AMP for email affect email deliverability?

The notion of email deliverability has been widely discussed for a while now, especially when it comes to the marketing field. The more emails end up in the primary user inbox, the better your deliverability rates will be. However, in the case of AMP emails, there is a slight shift in the approach.

The truth is that due to their highly interactive and engaging nature, AMP emails are known to spike deliverability scores automatically.

It’s also been mentioned that all AMP messages are checked and don’t contain third-party advertisements. Thus, any AMP email is deemed secure so that it’s not flagged as spam filters that most email clients have intact. That is another positive effect on email deliverability rates.

Best AMP email in-use cases

One of the key points that have brought such immense popularity to the notion of an AMP email is the fact that it changes brand-user interaction completely. There is no need to conduct one-sided communication when you can provide the clientele with dynamic and interactive content which engages their personal involvement in the process.

A few select companies dared to implement AMP tech into the play initially. However, these days, no matter the field or industry you represent, there is a way to work AMP email into it. To prove the point, we will have a closer look at the leading marketing spheres and how well they correspond with dynamic AMP changes.


One of the most engaging industries at the moment is surely eCommerce. Countless brands and companies sell their products and services online, and AMP emails can become a true game-changer when applied to the field correctly. You can use AMP to reduce cart abandonment rates, grow a positive user experience and improve sales in no time.

One of the critical points to remember is that you need to be utterly aware of which direction you want to pursue. If you are new to the field, you may want to start with some more traditional upgrades. There are two of them:

  1. Gamification
  2. Inbox shopping


One of the surest ways to attract more clients is to offer attractive discounts and pleasant bonuses. That is precisely what some marketers do when sending out their email campaigns. However, once a person gets too used to something free, it may be difficult to spike their interest even with 70%. That is another situation when an AMP can save the day.

You can present your clientele with an appealing and simple game. Once they win the game – they get the promised perks. Taking things even further, you may want to ask them to share their achievements on social media to claim the reward. As a result, a person who spent the time playing the game will definitely take a few seconds to share the achievement, and you will get your promised paying customer and increased online reputation.

Inbox shopping

As you may have already learned, over 50% of online shopping carts become abandoned due to one reason or another. If you want to decrease the abandonment rates, you should act and cut the number of steps that stand between a customer and the purchase. With proper AMP implementation, it would be a piece of cake to achieve. Since AMP emails allow it to shop straight from the inbox, the shopping hassle will decrease.

You can take additional initiative and provide a shorter list of products to choose from in the email. While not being bombarded by immense choice, users are more likely to pick something from the offered AMP list. To take matters even further, you may want to enable your clients to experiment with color and related décor right there.

Software as a service

Another trending industry that can benefit from proper AMP implementation would be the SaaS field. However, in this case, simple but alluring promotion or transactional emails may not do the desired trick. Yet, product emails that have a chance to enhance user experience or software’s functionality may work well.

Product AMP email examples can be used in two main directions to win over the audience. These would be a dedicated presentation of improved functionality for existing clients and a detailed demonstration of what can be achieved thanks to your software when it comes to prospects.

Product emails

The software you produce can be implemented into a user’s inbox with the help of AMP technology. Such an approach will ensure that your existing users will be able to perform most of the necessary tasks within the inbox rather than be forced to log into the platform or program every time the smallest need arises. Surely, you can’t enable the inbox with all the functions that your software can carry out, but a few major functions will do the trick.

Demo emails

When it comes to your prospects, the primary thing to do is to lure them in by showcasing potential solutions you are willing to share. For the longest while, demos and webinars have dealt with the goal effectively. Yet, most of the prospects were lost in the process since the lengthy sign-up is not for the impatient ones. With a well-designed AMP for email, you can succeed in performing the task right within the user’s inbox and call it a day.

Surely, you can’t provide a full-scale demo in an email. However, you can take the critical points and make an appealing mini demonstration instead. Take the opt-in permission out of the picture, and you will double your conversion rates in time.


Let’s be honest – the financial sphere has always been the most complicated field for the average consumer. These days, even dealing with personal income is way more challenging than one could have hoped for. When you are about to make a major investment, things get even trickier.

Such a state of affairs opens up a fair share of fruitful opportunities for various businesses and startups involved in the industry. However, to reap the fruit of success, such companies need to come up with some means of bringing the field closer to their clients.

To help you grasp the point to the fullest extent, let’s have a closer look at a simple example. There is that time when you decide to get a new house. While the notion seems utterly simple, there are too many steps to take to succeed:

  • You need to find a trustworthy realtor to sell the current house and find a new one.
  • Find and appraise to figure out the acceptable market value of the real estate.
  • Get a broker contact to sign the loan.
  • Consult an accountant to deal with all the transactions involving as few taxes as possible.

As you can imagine, the whole process is utterly stressful, mainly because people who are represented as buyers lack the necessary financial background. Surely, signing up for financial courses is one way to deal with the situation, or you can rely on a company you cooperate with. For instance, a bank in question can send various AMP emails that guide a user through every stage of the buying process.

A skillfully composed AMP email template may contain various reminders for buyers to keep track of the journey. There are ways to implement a mortgage calculator so that a client can determine precise monthly payments. Also, you can implement a live chat option so that customers can get in touch with their financial representative without the need to download any third-party app or visit a website to reach out to the support agent. The list of possibilities does not end here, you can extend it according to the sphere you represent, but the fact that AMP tech is useful remains unchanged.

Real-life AMP email uses

Theoretical knowledge can bring numerous fresh opportunities into your workflow, yet practical examples deserve the same level of attention. To prove that the AMP version of email marketing works, let’s review a few popular brands with the technology intact.


Stripo is an email design platform that allows you to build high-quality emails with little to no coding skills, including AMP-powered emails.

Leaving A Comment in Email

Every year, Stripo sends a “Year in review” email to their clients where it shares the results of the previous year and collects feedback from their users. 

When they added an open AMP form to this annual email, the user response rate grew by 520%.

Leaving Feedback in Email

Lending Tree

For those of you who don’t know what the brand stands for, it is an online loan provider. Once the company had decided to support AMP, its click-through rates increased by almost 90%. What did they do? While sending their regular informational emails, Lending Tree introduced an interactive element in the form of a personal loan slider. As a user moves the slider to either side, they can see such data as interest rates as opposed to monthly payments. Aside from that, the brand has used various quizzes to spike user engagement in return for financial planners.


Another online-based service that has implemented AMP blocks into its campaigns is Doodle. The platform positions itself as a time-managing and meeting-coordinating service. After adding AMP to the process, the brand improved its scheduling possibilities, which have a direct positive effect on user engagement and conversion.

One of the features that Doodle uses through AMP is the poll element. Should a Doodle user create one, all the potential participants, including the creator, will get a notification email. The invitees can vote straight from the email, which shortens their response time and increases general involvement.


Razorpay is a popular provider that specializes in various financial solutions. However, as the number of services that the company can provide has grown, they wanted to gather some critical user feedback as to what should be improved. Numerous survey campaigns have failed, all because clients had to jump from one page to another to complete the survey.

Professional implementation of AMP emails with the complete survey presented in the email body has spiked the response rate by over 200%.

General perks and downsides of AMP emails

So far, it is safe to say that if you decide to support AMP, you will reach the horizons you haven’t imagined existed. Yet, aside from numerous pros of the mentioned technology, there are also cons to weigh properly before launching the campaign.

Potential downsides

We start with the downsides so that you are perfectly aware of the risks and whether the result will be worth the effort.

AMP code

The relation between AMP-HTML is rarely underestimated, and for a good reason. Whether you are involved with the sphere or not, the chances are that you have at least heard about HTML and CSS coding. The codes are used to create even the simplest text messages that we receive in our inboxes, no matter the email service provider in use. Yet, the code required for AMP is different in many regards from the one that your marketing and development teams are experienced with.

So, the primary obstacle you would face on the road to the successful implementation of AMP for email would be the unique code that your team will have to master. Without the peculiar code, the dynamic content you plan on, layout, and meta tags won’t work properly.

Surely, you may be willing to expand your horizons and learn something new. Yet, AMP isn’t the simplest notion to grasp. It may take you a fair share of testing and probing until you achieve the result you count on. Each test message will take you a step closer to the goal, but there will be a variety of errors and mistakes that will occur, according to the industry experts.

New MIME-type

Every regular email has two MIME-type parts. One is related to the text representation, and the other is centered on the HTML component. Usually, the two types are merged together so that you receive emails in their most functioning form. There are cases when an email client can’t access the HTML part, but that does not interfere with its ability to represent the plain text encoded as a message.

As you have noticed, there is no room for AMP. Yet. It takes a third MIME type to represent AMP. Since not all the ESPs support AMP, those that don’t will represent the HTML version of the message. Should that fail, too, an email client still has the text form to stick to. Keep in mind that in the case of AMP emails, the third MIME part carries out the interactive function, while regular interactive emails have it encoded in HTML form.

MIME-type support

Once you finish the AMP version with a corresponding MIME component intact, you may assume it’s time to launch the pre-planned marketing campaign. However, it is not that simple. The truth is that not all the major email clients support AMP as of yet. If a specific email service provider does not support AMP – the whole venture would be in vain since it will be impossible to use AMP for email. There is little you can do on the matter as a marketer. It takes trending email clients to decide whether they are willing to work with AMP. Should most providers decline the possibility, the whole innovative branch will become useless.

Positive sender reputation

You may have already come across the notion of a positive sender reputation when it comes to email marketing. However, when we refer to AMP emails, things get slightly more complicated.

First things first, aside from all the positive features that AMP is known to carry, there is a lot of room for suspicious activity when the technology is embedded in fraudulent affairs. Malicious users can send all sorts of polls and quizzes, along with other interactive elements that AMP is all about to gather sensitive user data. Reputable email clients are bound to fight that off.

One of the primary means that such email clients as Gmail have established is a positive sender reputation. If you can’t offer proof that you are a reputable sender, Google won’t render you the MIME part needed for the AMP campaign. As noble as the limit seems, so incomplete it is.

The fact is that so far, there are no parameters available to stick to so that you can gain that necessary positive sender reputation. It may seem like you are doing well, but then, all of a sudden, the inbox provider declines your request since, according to their metrics, you appear as a suspicious sender. As a natural result, all the means and effort spent in the process will be useless, and the financial component plays a significant part.

Landing page engagement

One of the primary pillars of AMP emails is enhanced email interactivity. There are countless cases when user engagement spiked due to the innovative technology. However, you should not forget that the increase in email engagement has a direct impact on the decrease in landing page engagement. It would be unfair to state that AMP blocks website involvement as such. In the long run, enhanced user engagement will transfer more potential clients to the website. The primary downside in this area would be the statistical data that marketing teams rely on. While regular metrics will indicate a drop in landing page involvement, you need to reprogram your process according to the improved possibilities that AMP presents. It takes time and effort to get used to the update, and that may lead to major confusion when it comes to AMP for an email in general.

Hacking concern

It’s been stated that AMP emails are utterly safe and secure since it takes time and detailed insight for email clients to approve it. However, you should keep in mind that there is a coding stage that you have to go through. When you are about to implement a new feature or code into your email, there is always a chance that someone will use it as a backdoor with anything but good intentions.

Undoubted perks

If you have passed through the downside chapter, it means that you are still viewing AMP for email as a profitable and worthy opportunity. To support the assumption, we will share with you some critical advantages that the technology comes spiced with.

Keeping ahead of the competition

The fact that AMP isn’t mass-adopted yet can serve both as a benefit and a downside. The advantageous part about it is that not all the vendors in your niche may be bold enough to implement it. Thus, you have a great chance to present your product and services to the target audience in a new, more engaging light.

Working on enhanced user relationships

Email marketing campaigns are usually much more complicated than they seem at first glance. While mere product advertising makes the central part of the strategy, there are other elements involved. As the industry representatives grow in number, providing your target audience with experience-enhancing emails will help you establish a solid ground on the priority lists and maintain customer loyalty. All that revolves around the notion of a responsive and well-composed AMP email.

Evading spam filters

Should you decide to support AMP, you may cross spam filters off your list. Due to immense check-ups that email clients put into verifying the sender reputation of those who exploit AMP emails, the possibility of getting flagged as spam email has decreased significantly.

How can you start using AMP emails?

In case the AMP strategy comes to your liking, you may be willing to figure out where to start and what to do in a step-by-step manner.

Step 1 – start with an ESP

The first step is vital, so you should approach the matter with precision. The truth is that the type of AMP emails you are about to exploit in your campaign can help you determine the type of ESP you require. Keep in mind that promotional AMPs and transactional ones will pursue different goals. While in the first case, you seek ways to improve ROI, the latter is all about the post-purchase experience.

On top of that, you need to remember that some ESPs don’t support AMP at all. The best direction to follow after you determine your purposes, and they are more than one, would be to involve more than a single sender.

Step 2 – AMP email template

Once you settle down with the available and reliable ESP, you should start working on your AMP template. At this stage, there are three routes to pick from. They are the following:

Personal coding

If you are well-familiar with coding, you can start working on the template yourself or let your team do the job. Don’t forget that there are three parts to focus on: dynamic content, layout, and media.

Google Playground coding

Should you lack the necessary experience in coding, you don’t need to worry. Google has considered such a possibility. That is why you can use Playground to compose your AMPs and test them. If you decide on Google’s tool, it will take you as much as to replace the existing content with your own. After creating AMP elements, you should copy the code into your HTML email template and call it a day.

Email builder coding

One of the most advised coding routes to take, suggested by industry experts, would be the one through email builder. There are different platforms available that offer their services in the area for a fair share of investments. The advantage of the approach is that your code will always be unique and reliable. Besides, you can avoid various mistakes that can occur in the process.

Step 3 – Google registration

The final step to take is to register your AMP with Google. While the process is simple at its core, there are a few precautions to take. The primary step would be to assure that you are one of the whitelisted senders. So, you will have to check your domain reputation to find out whether there are any existing issues to deal with.

Whitelisting is a one-time requirement. After you successfully pass it, you will be able to share AMP content over email. Besides, any spam filters known will be automatically told that your emails are safe and secure so that they can be sent to the primary inbox.

When an email service whitelists senders, the latter get their fair share of advantages over the competition. Even though the process may seem tiresome and unnecessary, it will pay off greatly in the future.

Are there any AMP limitations to consider?

While AMP is a new and rapidly developing technology, there are a few limitations to bear in mind. However, if you know how to overcome them, you won’t face any related difficulties, yet it helps to be prepared.

New language

We already mentioned that AMP is a recent addition to the marketing sphere. Aside from that, it requires entirely new coding to function properly. For instance, you may want to spend some time and effort on learning a foreign language. Yet, not every brand has the time and means to be invested in the learning process. While it may seem like a situation with no logical way out, there is always a shortcut to get hold of. Many third-party vendors take great interest in the AMP sphere and offer their skilled experts. The services are pre-paid, but the investment usually pays off.

Limited support

Once again, AMP emails are quite new to the scene, and not all the known ESPs support it as of yet. Even after you go all the lengths and implement a third MIME type into the process, AMP won’t function well if not supported. That is when third-party services come into use again. There are brands and companies that position themselves as unbiased but reliable ESPs, and you can make use of them once the need arises.

Flawed metrics tracking

It’s a known secret that among countless perks that AMP is bound to offer is improved performance. Yet, when it comes to conventional email metrics, it appears that you can’t track AMP performance with those. It is natural to be willing to observe the changes that new technology brings into the process after you invest a fair share in it. The only way out that is available at the moment is to seek assistance from third-party vendors that specialize in AMP implementation.

Confusing content

AMP interactivity is something that most marketers bet on to improve user engagement and customer experience. In theory, dynamic and live content is expected to present a client with the freshest offers on the scene. Yet, the fact that the email content updates on its own, depending upon, let’s say, catalog availability, may scare an unknowing user away. With loads of frauds and scammers online, there is no wonder why something new would make people afraid. There isn’t much you can personally do about it, but spread the word about the effectiveness and practicality of AMP. Launching branded blogs and running social media campaigns explaining the matter may do a lot of good both for a separate business as well as the general cause.

Practical uses of AMP emails

The general perks of an AMP email may seem a little vague to you. However, once you grasp more palpable opportunities that are on offer, you will understand the advantageous side of the notion to the fullest.

Sales promotions

It is true that a regular HTML email variation is capable of delivering sales promotions to a user. Yet, static promotions may expire once the client comes across them. At the same time, AMP emails offer time-sensitive promotions which display active ventures. Besides, you can even use a timer to show the customer when the deal will be off. Such a neat trick is known to spike conversion.


When hosting an online event, you may want to know how many people will show up. An AMP for email can spice the message with a special AMP sidebar or a related form where a user can put a tick confirming his ability or inability to attend.


Once you ask your customers about something, you may actually count on their responses. However, a few users will take time to visit another platform or website to leave a mentioned comment. Yet, if you provide a reply field in the email body, the comment rates will skyrocket. The same refers to product reviews and general brand feedback.

Double opt-in

Since the chances of fraudulent activities are pretty frequent at the moment, most businesses, as well as their customers, try to ensure they don’t fall victim to those schemes. That is why double opt-ins are getting so popular at the moment. However, no matter the practicality of the approach, many users complain about the need to go to another page or platform to confirm the email address. AMP allows it to verify your address straight within the confirmation email.


Some brands still tend to underestimate the power of quizzes, especially when it comes to effective marketing. Yet, by introducing quizzes to the marketing flow, you can improve the conversion rates that newsletters are known to generate.


No matter how good you think your product is, there will be some weak points that customers find. The best way to strengthen those would be to listen to what the users have to say. While writing full-scale feedback may be something, not every person has the time to participate in a poll or survey.

Appointment setting

Scheduling an appointment with as much as a single click – what else could a satisfied customer hope for? Implementing AMP forms into your emails will save you and the clientele valuable time and effort messaging one another back and forth trying to find a mutually appropriate appointment time and date.


Just when you think you have learned everything you could about the notion of AMP for email, there are a few questions left to find an answer to:

Do AMPs expire?

They do. An AMP email is valid for 30 days only. After the time passes, the message will become a regular HTML email.

Do you have to pay for AMP emails?

Aside from the means invested in the technology being implemented into the campaign, there are no additional costs to worry about.

Can an AMP be forwarded?

No, you can’t forward an AMP message. The only version that the recipient will receive would be an HTML variation.

Are AMPs safe?

There are a few serious steps to take before your AMP email gets its permission to be sent out. The whitelisting process and sender reputation check ensure that all enabled AMPs are safe and secure.

Are AMPs time-consuming to create?

Only in the beginning. After you learn how to code AMPs, it won’t take long to create them.

Which email clients work with AMP?

So far, the number of email clients that work with AMP is limited to Gmail, Yahoo Mail, and However, as the notion gets popular, more and more clients will join.

Final words

These days, AMP technology isn’t limited to Accelerated Mobile Pages purpose. An AMP email goes far beyond guaranteeing that a page will load from your device fast. AMP for email will revolutionize user experience and help you spike the ROI and the expected brand awareness and potential income. Implementation of AMP-powered emails into your email marketing campaigns will open up new horizons to attract and convert more and more customers daily. Although there are a few minor drawbacks to consider, generally, AMP emails are what you need for success. Don’t hesitate to install them before you launch another marketing campaign!

Vladislav Podolyako
Vladislav Podolyako
Founder & CEO
Vlad’s decades of entrepreneurial wisdom and business building experience have allowed him to successfully mentor a diverse group of business owners, entrepreneurs in growing their companies. A recognized expert in the areas of transforming organizational culture and leadership development, B2B Sales, Marketing, spent more than 10 years building technology products, with a background in communication networks and electronic device engineering.

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