Are you aware of these 7 harmful myths about AMP emails?
Written by
Jasmine Handa

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Are you aware of these 7 harmful myths about AMP emails?

Published : April 19, 2023 | Updated : April 25, 2024

Ever since their emergence in 2015, AMP emails have grown in appeal, understanding, and adoption. The ability to offer website- and app-like functionalities within the inbox has made AMP emails the new favorite among digital marketers.

However, as with anything that gets big, AMP emails have become mired in myths that are stymying their adoption.

In this article, we debunk seven common myths surrounding AMP emails and bring you the most updated, technically accurate explanations.

Once you have read through, you will be able to separate fact from fiction and leverage AMP emails to drive unprecedented ROI from your campaigns.

1. AMP is owned by Google

Google initiated the AMP project and, indeed,  they built the first AMP project. But Google doesn’t own AMP now.


Google has also chosen to make it a 100% open-source project (like Android), which means they exert no proprietary control over AMP. Though a large number of Google devs work on it, anyone (within or outside Google) can access, contribute to, and leverage AMP.

2. Google is killing AMP Emails

As explained above, AMP is no longer Google’s to kill. What Google has done is deprioritize AMP HTML for web pages – NOT the same thing as killing AMP emails.

Previously, Google ranked web pages with Google AMP integration higher in search results as AMP pages load faster than regular ones. Now they rank all webpages, amp-based and non-amp-based, with equal consideration.

Additionally, Google itself uses AMP for Email frequently and consistently. Why would they kill what benefits them?

3. Most email clients don’t support AMP, so most users won’t even see your AMP emails.

There are quite a few email clients that do not support AMP. But the ones that matter do.

Gmail, Yahoo Mail,, and FairEmail currently support AMP emails. It may seem like a small number, but don’t forget that Gmail is the most popular email client in the world – about 1 in 4 people use Gmail to check their emails.

Yahoo Mail might not have a massive global market share, but about 1/4th of the US population uses it to check their emails. With both these clients supporting AMP emails, you can be reasonably sure that a majority of your user base will have no problem opening and reading AMP emails.

Even if a few users (not using any of the above four email clients) cannot get your AMP emails, they will be able to see the HTML version – AMP emails always go out with a fallback HTML version.

4. Google Core Web Vitals work against AMP Emails

In 2021, Google released Core Web Vitals – specific factors that Google considers important in the overall user experience of a web page and, therefore, its ranking.

Ever since the release of the Vitals, Google has stopped prioritizing .amphtml over a standard mobile web .html. It may seem like this takes away one of AMP’s inherent advantages, but in real-world usage, AMP is likely to keep enjoying Google’s favor.

For example,

  • AMP domains are 5 times more likely to pass Core Web Vitals than non-AMP portals.
  • 60% of AMP domains pass as opposed to 12% of non-AMP domains.

To sum up, you don’t have to worry about AMP being sidelined in ranking and usage due to the rollout of the Core Web Vitals.

5. You need coders and designers to create AMP Emails

Not really.

You get several drag-and-drop AMP email editors that let you create AMP emails in as few as three steps. Besides, ready-to-use AMP email templates are available, which even a non-technical person can easily use.

You can check out the editors and templates provided by Netcore to create AMP emails (with any/every component(s) you want to include) and their HTML counterparts with a few clicks.

Now for the failsafe – you do need HTML fallbacks for every AMP email you send. But you don’t need coders to create them. You can just include the text from the AMP email (sans the interactive elements) and provide the links to forms, site pages, etc. No coding or programming knowledge is needed.

Your lack of technical skills will pose literally zero roadblocks in this regard.

6. AMP Emails can go into legally questionable places

Seems there are some interesting concerns surrounding AMP email content. Since the content is dynamic, it is not guaranteed to stay the same at all times. Now, this might be an issue for recipients of AMP emails who expect to see the same content every time they open it – especially if they contain terms, conditions, clauses, riders, and the like.

It is a fact that AMP email content changes can be tricky, especially if they are quoted, referenced, or involved in legal proceedings.

Thankfully, all AMP emails must be sent with a corresponding HTML email which has the exact same content as the AMP email, except it is entirely static. So, there is no risk of losing the original content of the AMP email that can be found in its static HTML version with no change.

7. Implementing AMP for Emails is too expensive

An initial cost is definitely associated with bringing AMP emails into your marketing ecosystem. But, with a platform like Netcore, you can totally optimize these costs and cut all unnecessary expenses.

You’ll also need to spend time and money to test your AMP emails (only when getting started), so in all honesty, you will need essential budgetary approvals to go ahead on this route.

However, every research and case study has shown that investment in AMP emails significantly increases ROI. Just have a quick look at some of our success stories below, and you’ll see that we walk the talk in delivering tangible results.

Between sand and gold lies the truth

What we’re trying to prevent here is your discussion getting muddied up with half-truths and hearsays. So, you should thoroughly research what AMP emails provide and assess their fit for your business use cases before suggesting them to your stakeholders.

AMP emails do require some work to initiate, implement, and send, but they pay you back for the investment many times over. And they don’t always need technical expertise at your end, if you have the right partner.

50+ top-notch brands, such as YourStory, Axis Securities, and CaratLane, across industries, partner with Netcore’s AI-powered email platform to roll out AMP emails and boost their ROI. We have sent more than a billion AMP emails across 200+ highly successful campaigns.

Our AMP email wizards consult to achieve your specific KPIs and email marketing goals.

Netcore makes creating AMP emails easy. You can even design custom use cases yourself using Netcore’s no-code, drag-and-drop editor in just three clicks.

Connect with us to understand how you can benefit from our expertise and experience – we send over 20 billion emails a month on behalf of 6500+ businesses across 40 countries.

Here are a few impressive success stories of our clients who adopted AMP emails:

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    Written By: Jasmine Handa