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AMP for email, the acronym for Accelerated Mobile Pages for email, is truly one of the coolest and impactful innovations to happen to email. When it was launched in 2019 as an open source project by Google, it seemed like it would be the future of email and be embraced by the community. While it still hasn’t lived up to its promise in terms of adoption, I still believe strongly in the power that AMP can have on email and hope that, with time, it will catch on as a priority for email marketers.

What is AMP for email, you might be wondering? 

Google defines it by saying, “AMP for email allows senders to include AMP components inside rich engaging emails, making modern app functionality available within email. The AMP email format provides a subset of AMPHTML components for use in email messages, that allows recipients of AMP emails to interact dynamically with content directly in the message.” To me, the modern app functionality is what makes this compelling. Many marketers are frustrated by the interactive limitations with email and it’s why a majority of the conversion activity for email takes place, not on the email itself, but on the landing page of a website or an app page. AMP essentially solves this problem by moving the conversion into the email itself. Check out an AMP email in action with this cool example of putting the abandoned cart and the ability to convert right within the email.

Why aren’t more email marketers embracing this capability?

My guess for why more marketers aren’t implementing AMP is complex. There are likely several reasons for this:

• AMP only works in Gmail, Yahoo Mail, Mail.ru and FairEmail. Microsoft was in the program, but sunset their participation. Because of this limitation, it may not be worth the effort to some email marketers.

• Additionally, not all ESPs allow for AMP emails to be set up in their campaign UI, making it virtually impossible to send AMP emails in these cases.
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• Speaking of effort, AMP requires a third mime-type to be created in addition to HTML and Text. In an email marketer’s already busy workload, it may not be possible to squeeze this into their work.
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• AMP was launched prior to the pandemic, which completely changed the focus and plans of email marketers everywhere. As a result, AMP didn’t get priority during a time when its newness could have worked in its favor.

Aside from the ESP limitation, most challenges with AMP can be overcome, though. Don’t let its low adoption make you think the effort isn’t worth it. There are many success stories proving just how much consumers engage and convert with this incredible user experience.

How do you get started with AMP for Email?

Sometimes the hardest part is taking the first step. Google has a helpful website that highlights capabilities, gives code snippets for components and features success stories. It’s a great place to get started. You can also use template builders like Stripo that have AMP components pre-built if you’re at a point to start developing your use case.

As for use cases, I recommend taking a look at the ones that are possible for AMP and then select the one that addresses your most pressing need as a business. I’d also focus on the use cases that can be used in automated lifecycle or transactional emails, so that the email isn’t a one and done. By adding your AMP capability to an email that has a longer shelf life, it will make the effort more worthwhile.

I stand by AMP being the coolest innovation to happen to email and hope that it simply launched slightly before its time. By prioritizing an AMP use case in your own email program, you could be an innovator and be ahead of the curve in terms of providing your customers a super delightful user experience in your emails. Go for it!

Much love,
Andy

Email: [email protected]
Twitter: @emaillove