AMP in Email: Why it’s Important and How to Use it?

 In Email Deliverability

If you are using email as a marketing channel chances are high that you must be aware that Google has recently launched AMP for emails - after a year since it has first announced this initiative.  AMP for email has been speculated to transform the subscribers’ experience for the better.


One is it will help email readers easily take action directly from within the message itself and the other is that it will make it more engaging and relevant by refreshing the email content in real-time.

Though Google has officially launched AMP for Email on 26th of the march this year, but it’s not the only inbox provider that supports AMP. Other inbox providers like YAHOO! MAIL, OUTLOOK.COM, AND MAIL.RU have also offered support for AMP.

Before we go into how AMP will help you amp up your email marketing game, how it works, and how you can use it to benefit your email subscribers - I’ll take you through what AMP is!

What is AMP for emails?

AMP (Accelerated Mobile Pages) is an open-source technology designed to improve the performance of web content. AMP for emails don’t require a separate delivery solution, but it requires your Email Delivery service to support AMP content by adding new separate MIME-type: text/x-amp-html.

The aim of AMP in emails is to give this old marketing channel (email) a fresh look and turn the mailers into a surface for actually getting things done.


By simply making a boring old static email more dynamic, with content that gets refreshed in real-time, with giving email readers the power to browse the products from the email message without going to the product page, allow them to book or schedule an appointment, fill out a questionnaire — all from within the emailer without leaving the Inbox.

Here’s an example of AMP powered email in action:


How to Create an AMP Email?

Well, before you start creating an AMP email you have to understand the difference between an AMP email and a non-AMP version.

A traditional email consisted of two parts: the plain text version and the HTML version.

An AMP email adds a new part to the equation: the AMP version. So, basically to send AMP emails you’ve to create three separate versions: text, HTML and AMP HTML.

To create an AMP email you can use any text editor, but you’ll need internet to preview these emails as these emails are processed through the AMP framework. Once you create an email you can paste it into the AMP Email Validator to check, and avoid errors.

Now if you are thinking will the AMP version affect my HTML or plain text version of the email, don’t worry – it won’t. If you send an AMP version it will appear through email clients that support it otherwise the HTML or plain text version will appear for clients that don’t support AMP.

So, in short, the AMP HTML email won’t affect the HTML or plain text versions of your email.

Why is Accelerated Mobile Pages in Email Important?

No matter what the naysayers said about email marketing - we all know that email marketing isn't dead or dying. In fact, email continues to be a primary channel for driving positive ROI.

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But, over time, this medium has become very competitive. Engaging consumers via email is becoming tougher than ever. That’s where AMP email (or dynamic emails) can help.

AMP allows you to create website-like experiences in emails by allowing you to use carousels, accordions, and accept recipients input from the email. For example, it will let your subscribers take actions such as respond to questionnaires, book an appointment, take a survey and RSVP for an event straight from the INBOX. They don’t have to leave the email window, click on a link and go to an external website. This increases the chance of your email recipients interacting with these emails and take action compared to the regular emails.

Also, it prevents your emails from getting stale as the content of the email gets updated in real-time. If you are thinking what’s the benefit? Ever clicked on an email and found that the product in the email no matter whether it’s a hotel room or denim is no more available on the website? Isn’t it annoying? I know it is. Well, it isn’t just annoying for your recipients but it can affect your conversions too.

Benefits of AMP in Emails for Brands?

Few of the major benefits that Brands can reap with the inclusion of AMP are-

  1. Offers a new level of personalization
  2. Widens opportunity for email usage
  3. Improve interaction with your subscribers
  4. Early adopters can leverage its novelty

Industries that will benefit most from AMP are retail, ecommerce, and travel.

Wrapping up:

Email marketing is still the most effective channel to generate traffic and conversions. Also, it is a consumers' preferred marketing channel. Given below are a few stats to support these statements:

“Email is 40x more effective for acquiring new customers than Twitter or Facebook.”

“53% of marketers say that customer marketing via email results in getting moderate to significant revenue.”

“73 percent of millennials prefer communications from businesses to come via email.”

The promise of AMP for Email is that it will make your message engaging and actionable. The more engaging and actionable your emails the better your click-through rates, which in turn will increase your conversions from this channel.

Subscribers Open Email, Engage and Spend.

Now that you know what AMPs in emails are and how AMP-powered emails have the potential to boost your email marketing conversions we are sure that you want to create AMP emails. And, if you do - we are proud to announce that we have started supporting AMP for email spec.

Currently, there are only a few ESP's that supports sending AMP emails and we are one of them. If you have any questions on AMP emails or how to use it - reach out to us here.

If you want to amplify your email campaigns with AMP straight away Sign up for our free trial and start sending dynamic emails today.


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