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AMP: The Next Big Thing in Email Design

by Kevin George

Accelerated Mobile Pages (AMP) was introduced in October 2015 as an open-source project. Its main objective was to load a mobile website without any delay.

AMP EmailsAMP has gained immense popularity as it enhances the website performance leading to better conversions and sales. Let’s understand AMP better with examples.

Stone Temple

As you can see in the screenshot above, Stone Temple Consulting hand-coded one of the article pages for AMP. They included a toggle sidebar to enhance its functionality and impart a smooth user experience.

As a result, the engagement metrics for the AMP pages got significantly improved with a reduced bounce rate.

Engagement Metrics

In view of this positive impact on web pages, Google launched the same technology for emails. It will not only help to create a fast-loading email but also make it much more interactive giving it the feel of a microsite.

So, what is AMP?

AMP is a framework built with the help of CSS, HTML, and JavaScript that allows you to build an email that loads instantly. This technology lets the users interact with the email directly without getting redirected to the website. They can fill a form, RSVP to an event, respond to a survey or react to a widget right from the email.

Uses of AMP Email

  1. Ecommerce email marketers can offer a complete checkout option within the email itself by using AMP. This eliminates the need of going to the website page for purposes other than payment processing. AMP can be integrated into cart abandonment emails for faster checkout that can ultimately bring better conversions.

Although Nest used different technology to achieve the “checkout” functionality in the email, AMP can be used to get similar results.


  1. Banking and finance industry marketers can make their emails more useful by incorporating a form in the email to calculate the EMI by simply mentioning the loan amount and duration.
  2. Travel companies can let the subscriber check the availability of the hotel and book it from the email. AMP can also be used to book a movie ticket or table at a restaurant.

Here’s an example of an AMP email by Booking.com that makes it convenient to avail the deals and book the accommodation, thereby saving the subscriber’s time and yielding more conversions.


  1. AMP emails can be used in goods and freight industry so that the subscribers can track their courier without logging in to their website.
  2. With the help of AMP, you can create survey emails that allow the readers to respond right within the email. More often than not, your subscribers avoid giving feedback as it requires them to go to the landing page. AMP emails, on the other hand, remove this step and increase the likelihood of getting more responses.
  3. AMP enables the recipients to RSVP to an event or webinar directly through the email invitation. In this way, it helps to get better email engagement and more attendees.
  4. You can send an email that emulates a mini-app by using AMP technology. For example, Pinterest allows the user to save the pin and view the enlarged version of the image in the image itself. Thus, the user will not have to open the app or log in to their desktop website.


Maybe Tinder can use a similar approach and allow the users to swipe left or right from the email itself. That time is not quite far away, I guess.

  1. Marketers will be able to create dynamic and interactive email templates that will allow the user to reply to Google Docs comments or respond to a reaction widget like Aweber does.


  1. Email Uplers incorporated a slider, accordion, subscription form as well as contact us form in their email with the help of AMP.


Limitations of AMP Email

  • AMP is compatible with Aweber and Sparkpost ESPs exclusively as of now.
  • Gmail (desktop) is the only email client supporting it.
  • AMP-powered emails do not allow to track the email metrics.
  • The subscriber might get confused as you can update the content of AMP emails post-deployment. If the user is not familiar with technology, it can even lead to trust issues.
  • Creating an AMP email can get quite time-consuming as it needs specific skillsets and expertise. Moreover, even after all the effort, there can be a number of rendering issues such as a discrepancy in email display for accounts running on Gmail addresses and non-Gmail addresses using POP/IMAP.

How to Send an AMP Email?

After you have created the dynamic AMP email, you should follow the steps mentioned below to register with Google.

  • Send the email with the dynamic email MIME part to [email protected]
  • Before you send the email, AMP validator and playground should be used to check whether the AMP version of the email is correct.
  • After sending the email, fill the registration form by Google.

Registration Form

Points to Remember Before Sending the AMP Email to Google

  • Authenticate the email address by using DKIM and SPF.
  • Make sure that the domain of the DKIM signature and From: email address are the same, which means that the DKIM must be email.uplers.com if you are using From: [email protected]
  • Send the email from a static email address.
  • Adhere to the Gmail Bulk Sender Guidelines.
  • Your domain should have a low spam complaint.
  • Do not forward the email as Gmail will remove AMP MIME parts from a forwarded email.

Receiving AMP Emails in Your Inbox

  • It is not possible to review dynamic emails in Gmail by default. You need to change the settings in your Gmail and G-suite account.
  • Go to settings in your Gmail account. By default, the option for Dynamic Email would be ticked.

Dynamic Email

  • Just click on Developer settings and provide the email address from where you wish to receive the Dynamic emails.

Dynamic Email Development copy

  • After adding the email address, you should ask the email marketer to send you the email.
  • Once you receive the email, you will be able to experience how AMP email works.

Wrapping Up

Despite the learning curve and cumbersome coding method, AMP emails will get increasingly popular in the coming days. More and more marketers will adopt this technology as it effectively conveys the message with significantly less friction.

Have you used AMP in your emails yet or are you looking forward to using it in the near future? Do let us know in the comments below 🙂

For those, wanting to stand out with their email header design, check out Crello email header templates. Choose the one you like, customize it, and save. Then put it as a header image in your emails and that’s it!

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