AMP In Email: Why It’s Important And How To Use It?
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Netcore Cloud

AMP In Email: Why It’s Important And How To Use It?

Are you aware of the AMP for emails that have been recently launched by Google? 

It’s been a year since it had first announced this initiative. This technology of AMP for emails would transform the subscribers’ experience for better.

But how exactly? Read on!

This incredibly efficient feature allows us to take action directly from within the email message and also it will make it more engaging and relevant by refreshing the email content in real-time.

Although Google had officially launched AMP for Emails on the 26th of March this year, the interesting thing is that other inbox providers like Yahoo! Mail,, and have also offered support AMP for emails.

Before we dive into the process and steps of AMP for emails as it shall help you ‘AMP’ your email marketing game to benefit your subscribers, we will first define 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 the 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.

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, e-commerce, 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 support 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.

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