AMP Emails
AMP emails are a format of HTML email built on Google’s AMP (Accelerated Mobile Pages) framework that allows recipients to interact with dynamic content directly within the email, without opening a browser.
In a standard HTML email, the content is static at the moment of send. AMP emails can update in real time and support interactive elements such as carousels, accordions, forms, polls, calendar booking widgets, and product listings that reflect live inventory. A recipient can browse products, submit a form, or confirm an appointment without ever leaving their inbox.
AMP email is supported by Gmail, Yahoo Mail, and Mail.ru, which together cover a substantial share of business email users. Senders need to register with Google to send AMP emails to Gmail users, and must send a plain HTML fallback for clients that do not support the format. The technical overhead is higher than standard HTML email, but the potential for higher engagement, fewer steps to conversion, and genuinely differentiated inbox experiences makes it worth considering for specific use cases.
For B2B marketers, the most compelling AMP use cases are situations where reducing friction is the priority: event RSVPs that can be confirmed with one click in the email, NPS or feedback surveys that recipients can complete without being redirected, and product recommendation carousels that update to reflect current availability. AMP is not the right format for every send, but for the right campaigns, it can meaningfully improve conversion rates by removing the step of clicking through to a website.
What email clients support AMP emails?
As of 2024, AMP emails are supported by Gmail (desktop and mobile), Yahoo Mail, and Mail.ru. This covers a substantial portion of consumer and business email users. For clients that do not support AMP, such as Outlook and Apple Mail, the email falls back to a standard HTML version. This means senders need to create and send both an AMP version and an HTML fallback within the same message.
Do I need to register to send AMP emails?
Yes, to send AMP emails to Gmail users, you need to register your sending domain with Google. This involves submitting your domain for review, demonstrating that you will use the format responsibly, and meeting Google’s AMP email sender requirements. The process is straightforward, but it does add a step before you can begin. Yahoo Mail has a similar registration requirement.
What are the best use cases for AMP emails?
AMP emails work best where removing friction between the email and the action has a meaningful impact on conversion. Strong use cases include event confirmations and RSVPs, customer feedback and NPS surveys, cart recovery emails with live product details, appointment booking, and interactive product catalogues. They are less suited to informational newsletters or simple notification emails where interactivity adds little value.