AMP For Email: Interactive Emails In The Inbox

Google released a new feature in March 2019: AMP for email. The email experience is transforming from static designs and content to a dynamic user interface. With this, businesses can communicate with their audience in a whole new way. But what exactly is AMP for email? What are the potentials and limitations of this innovation? 

Verfasst von Hannah Krüger

How To Create Interactive Content In Email Marketing

What is AMP for email?

AMP (Accelerated Mobile Pages) is used in the HTML world to make mobile-optimized web pages load faster and display within the shortest possible time. This feature has been continuously expanded by Google over the past few years. With the innovation AMP for email, users are now supposed to interact faster with the content of their emails. Clicking a CTA button, opening a tab as well as redirecting to the website is no longer necessary. With AMP, your audience performs the actions directly in the email program without leaving it. Although currently there is still mainly static email content, it is expected to become increasingly unpopular. Instead, the focus in the future will be on dynamic content to match the interests of users. AMP for email only works with Gmail, but also with other ESPs like Outlook and Yahoo.


What are the capabilities of AMP for email?


Companies like Pinterest,, and Doodle work with AMP for email.


Pinterest's users can pin and comment on images directly in their inbox, as well as open associated image descriptions such as cooking recipes and craft instructions.


Newsletter subscribers of not only receive hotel recommendations that match their recent searchings. They can click through the hotels' image galleries within the email program, as well as read all relevant information about the reservation. The management of the newsletter subscription can be activated directly in the mail. Instead of following a link that leads to a redirected landing page, recipients can change receiving newsletters from a daily to a weekly rhythm, unsubscribe directly or specify preferred subject areas.


Users of the Doodle online service can schedule, confirm or cancel meeting appointments in their inboxes without using the Doodle website.


Other cases include form filling, reserving a table at a restaurant, and quickly registering for events. In the e-commerce space, AMP allows prospective customers of web stores to browse the entire store inventory and complete the check-out process in a single email.


3 more benefits

AMP for email not only provides marketers with countless ways to make emails attractive. There are many more features:


1. Develop a mini-app.

With AMP, an email can be simulated into a mini-app. The functions within an app, such as can be transferred to a single email.


2. Increase response rate

Filling out forms, commenting on posts or responding to surveys is easier and more straightforward than ever. This causes more recipients and users to fulfil the actions, which increases response rates.


3. Subscribers spend more time with your emails.

Personalized and dynamic content has an interesting effect on users than static content. By interacting such as pinning images, filling out forms or making a hotel booking, your subscribers spend more time with your mailings.


The limits of AMP for email

    1. Previous knowledge is required

    Since AMP for email is an open source program that anyone can use, certain prior knowledge is required to implement the cases perfectly. Therefore, many are hesitant to use Google's feature. 


    2. Not all ESPs support AMP

    Although the feature was released in 2019, only a few email clients are compatible of using AMP. Besides HTML and plain-text version, a new MIME type would need to be integrated to display interactive mails.


    3. Email performances cannot be tracked

    Tracking email metrics is essential to evaluate and analyse an email campaign after it has been sent. The interactivity within an email cannot be analysed with traditional email metrics.


    4. User confusion

    Interactive and dynamic emails change their designs and content constantly. Even after the second or third opening. If a user is not aware of the new technology or wants to re-read a certain text, confusion can arise.



    How can the content be presented?

    AMP for email offers several elements on how to build your content. Here are a few examples:


    • amp-accordion: With this element, sections can be shown or hidden depending on the recipient

    • amp-carousel: Thanks to this component, several images can be integrated into one carousel

    • amp-form: This allows you to create forms that can be filled out directly in the email

    • amp-selector: This widget can be used for building a form

    • amp-sidebar: Add a sidebar or navigation to structure your newsletter 

    • amp-image-lightbox: Highlight images using a light box

    • amp-lightbox: Highlight content using a light box 






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