We’ve written a lot about why you should use AMP emails and how AMP emails can transform email marketing in every possible industry. Once you’ve decided to use AMP emails, you must register with the email providers first, before sending them.
In this article, we take you through the registration process. It’s not exactly complicated, but multiple steps are involved, and some prep work is required from you. You can easily tackle it if you follow this guide, or if you get stuck, feel free to seek assistance from the AMP email experts at Netcore.
Mail Providers that currently support AMP Emails
As of the date of publication of this article, Gmail, Yahoo Mail, and Mail.ru support AMP emails. However, all these providers require you to fulfill certain prerequisites for sending AMP emails, and this process is known as whitelisting.
To start with:
- You’ll have to create AMP and HTML versions of an email.
- Set up SPF, DMARC, and DKIM to verify your domain. (Read more about it here.)
- Register with each email client by following their latest guidelines.
Now, let’s proceed to the specific steps required to register with each provider.
How to register with Gmail/Google to send AMP Emails
Build an AMP email
Start with choosing and combining AMP components. Be meticulous while handling authentication requests for AMP email creation. User authentication via access tokens is required when emails contain dynamic, personalized content.
For more details on how to use access tokens or for help setting up your AMP email delivery, reach out to us.
Test the AMP email
Before sending the AMP email, you must test it in Gmail. Testing ensures that the interactive and dynamic content work as intended.
You have two options for testing dynamic emails in Gmail:
OR
For your AMP email to reach any account, it must meet the following conditions:
- Sender authentication
- DKIM alignment
- TLS encryption
- HTTP proxy
- CORS headers
- Restrictions
- The email must contain a fallback HTML version (text/HTML) or plain text version (text/plain) in addition to the AMP MIME part (text/x-amp-HTML). This fallback version is displayed when the AMP MIME part is not shown, such as when the mail client is offline or 30+ days after Gmail receives the email.
- The AMP MIME part must contain a valid AMP document.
- The email should include the AMP MIME part before the HTML MIME part.
- The From and To header fields of the email must contain different addresses.
Register with Google
When you are ready to dispatch your dynamic emails to your users, you must register with Google by following the steps and meeting the guidelines stated below:
- Send an actual, production-quality example email, not a demo or “Hello World” example.
- Emails must have a similar HTML or text MIME part. There are many instances where this email is displayed, such as when the user has disabled dynamic email. When the user has disabled the display of dynamic email, the HTML/text MIME option is shown.
- Verify that the email has no bugs.
- Authenticate your emails using SPF, DKIM, and DMARC as detailed in Google’s security requirements.
- Review the AMP email so that it complies with email best practices.
- Bear in mind that registration works on a per-email address basis. To register more than one sender email address you have to register every sender separately. Send a separate production-quality email from every such address.
- Do not allow third-parties (users or the general public) to create and send emails directly. The emails you send can contain user-generated content, such as posts or comments. Testing tools and “email playgrounds” can’t be whitelisted and should instead rely on steps outlined in the “Test the AMP Email” section written above.
- Check that emails align with the Prevent mail to Gmail users from being blocked or sent to spam guidelines.
- Ensure a low rate of spam complaints from users.
Send an actual, production-ready email from your production servers (or a server with similar SPF/DKIM/DMARC/From:/Return-Path: headers), including the dynamic email MIME part, to [email protected]. Google needs this to ensure you comply with all the guidelines and requirements.
As you send this email, do the following:
- Make sure that the AMP version of the email is correct before sending the email by testing it in Gmail.
- Send the email directly instead of forwarding it. Gmail removes AMP MIME parts when forwarding an email.
- Google generally responds to most requests within five working days.
Your participation as a sender of a dynamic email is subject to compliance with the “Prevent mail to Gmail users from being blocked or sent to spam” guidelines, which are subject to change without notice. You are responsible for ensuring compliance with the current guidelines.
Google can, at its discretion, revoke your participation at any time if abuse or policy violations occur. Google may request additional information during the registration process or after registration is complete to verify your compliance.
Note: Gmail’s AMP rendering depends on modern browser features. However, not all web browsers, especially older versions, support these features. AMP emails will be displayed as their HTML version if a browser does not support the required capabilities.
The table below mentions browsers and their compatibility with the technical requirements of AMP emails.
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How to register with Yahoo! Mail to send AMP Emails
Source: senders.yahooinc.com/best-practices
First, it’s best to go through the requirements to be approved by Yahoo! Mail for sending AMP emails:
- Follow Yahoo’s Sending Best Practices.
- Register with Yahoo.
- Ensure that emails have a similar HTML or text MIME part – same reasoning as explained above in the Google/Gmail section.
- Ensure that the email is DKIM signed. At least one DKIM domain needs to match with an approved DKIM domain.
- The email must pass DMARC or DKIM with strict domain alignment.
- DMARC disposition of quarantine or reject is recommended and might be enforced in the future.
Register with Yahoo!
Senders must register with Yahoo to enable AMP content within mails sent.
You can skip this step if you use an ESP already registered with Yahoo and meet the above-mentioned requirements. To do so, check your ESP or email marketing provider first.
Next, follow these steps to get started:
- Read through the guidelines and requirements
- Send an actual, production-ready email from your production server (with valid SPF/DKIM/DMARC) and the AMP MIME part to [email protected]. Do not forward emails to that address.
Known Issues and Restrictions (acknowledged by Yahoo!)
Note: This information is required mainly by the techies setting up AMP emails for you.
- The DOCTYPE tag is assumed to exist. Documents without the tag will fail to return an error.
- Observance of afterbody mode is not implemented. Tags that appear following a body closing tag should be interpreted as within the body tag. Specs that mandate relationships between tags and ancestors related to the body tag will not account for this behavior and will return unexpected errors.
- Attributes are de-duped by the internal html parser (the last value assigned to an attribute is the one returned to the handler). It leads to discrepancies in attribute validation to do with validation of the uniqueness of attributes and unexpected behavior in value validation.
- Attributes are sanitized for disallowed characters. This affects operators with contextual meaning such as ‘{’ or ‘[’ and will impact amp-mustache tag validation.
- Validation of URLs found within the HTML document may not return the same errors as the Node.js implementation. This stems from the fact that the internal URL library is lenient in validating hostnames and characters used within the URL.
- The parser obfuscates Unicode values; this is grievous as the amp symbol is never discovered (:zap:) and this package only handles the literal “amp4email.” Importantly, this validator prioritizes amp4email html content; enforcement of validator logic for other formats is not guaranteed.
- The validator will deem tags with a leading space before a closing slash as invalid. IE: <amp-img src=“https://domain.example/image.gif” noloading/> will work. <amp-img src=“https://domain.example/image.gif” noloading /> will fail.
How to register with Mail.ru to send AMP Emails
Source: postmaster.mail.ru/amp/?lang=en
Enable AMP Emails
If you are a user
- Go to the playground and send any example (or make your own AMP email) into your inbox. Or just click here.
- Mail.ru will ask you to sign in. You don’t have to sign up, you can use any email account, like Gmail or Hotmail.
- Now you can play with it on the web or in mobile apps.
If you are an Email sender
To use AMP, the following requirements must be met and fulfilled:
- The domain that you use for mailings has a site with a logo and information about the company. The subject matter of the site corresponds to the mail content.
- SPF, DKIM, and DMARC are set for the domain. DMARC policy is set in “blocking” mode: p=quarantine or p=reject.
- You’ve been sending emails with a valid DKIM for no less than 3 months. They correspond to Mail.ru mailings rules.
- The number of emails sent from the domain is no less than 5000 per month (at least during 3 months).
- Mailings have List-Unsubscribe header in the headers. You unsubscribe a user from the mailings both after clicking the “Unsubscribe” icon in Mail.ru interface and after following the link in the email.
- The domain is registered in Postmaster Mail.ru. You receive FBL for it and process the reports immediately.
If all these requirements are met:
- Embed the AMP part in one of your already created emails.
- Send the address which you send emails from so Mail.ru can add it in their whitelist. Indicate the contact address they can use for communication in case of issues with your mailings.
- The email with request to use AMP must pass SPF, DKIM, and DMARC check for your domain.
Summing Up
After reading through the steps above, you’d be right to conclude that the registration process for AMP emails is not the simplest thing in the world. There are multiple prerequisites to be met, and you have to do a fair bit of spade work to get approval from whichever email client (or perhaps all three) you want to use for sending AMP emails.
Why not let us set up AMP emails for you? We have sent over a billion AMP emails across 200+ highly successful campaigns. It’s safe to say we know what we are doing.
Netcore has a futuristic email platform that enhances interactive AMP emails with AI-powered delivery. The enterprise-ready platform offers a no-code, drag-and-drop AMP editor that helps you create AMP emails quickly and easily. In addition, users can use the services of our in-house AMP experts to customize their emails further. Netcore also provides end-to-end support for AMP emails: domain whitelisting, custom AMP design creation, and email delivery optimization that maximize the ROI of your AMP email marketing campaigns.
50+ top-notch brands, such as MoneyTap, MakeMyTrip, and CaratLane, across industries, partner with Netcore’s AI-powered email platform to roll out AMP emails and boost their revenues.
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 20 countries.
