AMP for emails, next big thing on email after email?

AMP for emails, next big thing on email after email?

Posted under Latest Trends on February 22, 2018

Email may seem archaic but it’s still the preferred channel of communication. Emails remained static and boring for long and thankfully there’s been tremendous progress in making emails interactive and immersive. On one hand, we have marketers who’ve long shunned the mass one-size-fits-all emails for a more personalized, data-driven dialogue. And on the other, we have Google and other ISPs constantly updating their algorithms to improve user experience with email.

The recent announcement of bringing AMP (Accelerated Mobile Pages) to email is another such attempt by Google to make email more interactive and engaging. Let’s understand all about AMP and what it means for email senders.

But first, what is AMP?

Accelerated Mobile Pages (AMP) is an open source project by Google to support faster loading of mobile pages for devices.

Read more about AMP project:

AMP for email

AMP for email basically extends some of the AMP functionalities over email which helps in making emails interactive. Majority of email clients block JavaScripts by default, whereas AMP offers an alternative to JavaScript without giving senders the ability to run some random code in the email.

According to Google, AMP for emails feature will allow you to browse and interact will content, fill out forms without even leaving the email client.

Is AMP good for all?

AMP for email is a revolution in the making all set to take email interactiveness to new heights. Let’s see how it impacts different stakeholders.


In this growing culture of impatience, wanting everything now and here, customers can eliminate unnecessary clicks in emails and spending those extra seconds waiting for the page is a load. With AMP, Google gives users content at speed. Content that always fresh, updated and actionable even if the emails are old. While all this sounds good, it definitely requires a shift in the mindset of customers. It may take a while to get comfortable with this feature and understand that they can now engage with emails beyond just clicking a CTA button. By extending AMP to email, Google empowers customers to do more in an email.

One can expect LinkedIn messaging email allowing you to reply within the email, or, a retweet from the email itself? Here are few brands who have already started testing AMP for email.


It is a significant technology change for brands. It’s more than just downloading some plugin and getting started. It would mean enhancing skills in-house or outsourcing to develop AMP compatible emails. But that challenge met, brands using email as their primary channel for acquisition might see a surge in their conversion rates, as the required actions will be taken in the email itself, rather than on a landing page.


In order to adapt AMP for emails, ESPs need to align a new MIME part to their systems, which can prove a big challenge. Usage of AMPs might also increase the size of emails, this need to be tackled, by keeping both commercial and deliverability in mind.


Another attempt to extend its control over user’s data. Google already knows a lot about us. And it’s not a bad thing. It’s obvious that Google scans our emails to provide relevant ads. But, do we need Google to handle our daily incidents within our inbox? Did users ask for this, is the point to ponder upon.

When can I start using AMP for emails?

Google has made AMP for email specifications available to developers, who can now sign up and signup for preview access through Google. User support will be available in Gmail on mobile and desktop later this year.

It seems that the timeline for AMPs actually coming to Gmail is quite unclear. As per to what Google claimed, it will happen later this year. Current adopters of AMP for emails include Pinterest, and Doodle.



Want to try the AMP for emails? Here’s the signup form link:

Google is also testing its new feature called AMP on Google search app, inspired by Snapchat stories. Here’s a preview of AMP stories:


AMP in email is thrilling and possibly the best innovation in the email space. With AMP for email being an open source specification, it will be interesting to see how other email clients will adopt this.

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Akshay Tiwari|Inbound Specialist

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