Top.Mail.Ru
AMP email — Postmypost
Log in
Sign up
RU EN
Log in Sign up
Glossary – AMP email

AMP email

Nikiforov Alexander
Friend of clients
Back

Contents

What is an AMP email?

An AMP email is an innovative form of mailing that includes interactive elements such as feedback forms, image galleries, and product cards, allowing users to select order options. Unlike regular emails, which are static messages, AMP emails function like web pages. This means their content can be dynamically updated, and user interactions are sent to external servers.

The AMP (Accelerated Mobile Pages) technology was developed in 2015 to speed up web page loading and later adapted for use in emails. It is free and open for use. With AMP emails, companies can add dynamic elements such as polls and games directly into the content of their newsletters.

Tasks solved by AMP emails

AMP emails can solve several important tasks for businesses:

  • Increasing newsletter conversion: With AMP emails, users can perform actions directly within the email, such as confirming bookings or leaving feedback, which reduces the number of steps to reach the goal.
  • Enhancing subscriber engagement: AMP allows the creation of interactive elements, such as quizzes and games, making the newsletter more interesting for the reader.
  • Standing out from competitors: Since AMP emails are still a novelty, using them can attract subscriber attention and increase interest in your newsletters.

AMP emails vs HTML emails

Although AMP emails and HTML emails can share the same HTML markup language, there are significant differences between them:

HTML Emails AMP Emails
Content is static and does not change after sending. Content is dynamic and can be updated after sending.
Not interactive, the only element of interaction is links. Interactive, users can engage with the content directly in the email.
Supported by all email services. Supported by a limited number of email providers.

Services supporting AMP emails

As of the end of 2021, AMP emails are supported by three major email providers:

  • Gmail
  • Mail.ru
  • Yahoo Mail

This means that users opening emails in these services will be able to see interactive content. However, for users of other email programs, such as Yandex Mail or Outlook, only the standard HTML version of the email will be available.

Ideas for AMP emails

Although the set of AMP elements for emails is limited, it offers many opportunities for interesting and engaging mechanics. Here are a few examples:

  • Conducting quizzes with clickable answers.
  • Creating games, such as puzzles or scavenger hunts.
  • Image galleries to showcase products.
  • Collecting feedback directly within the email.
  • Booking clients for services through interactive forms.
  • Confirming registration or subscription directly in the email.
  • Selecting product attributes, such as size or color.
  • Surveys on customer preferences.

How to send an AMP email

To start sending AMP emails, you need to follow several steps:

  1. Ensure that your mailing service supports AMP.
  2. Check if your domain meets the requirements of email providers.
  3. Create both the AMP version of the email and a version without interactive elements.
  4. Ensure that your email passes validation.
  5. Send a sample AMP email to providers for approval.
  6. Apply for registration as an AMP email sender.

After receiving approval from providers, you will be able to start sending your AMP emails. Although the technology has been around for several years, it is still not widely adopted, and many companies continue to use it as a way to surprise their subscribers.