Why It Matters
Regular emails are static — once they land, the content never changes. AMP emails update in real time and let people act without clicking through to a website. That removes friction, and less friction means more engagement. Google, Yahoo, and Mail.ru support AMP, though Apple Mail and Outlook don't (yet), so you'll always need a fallback.
How It Works
An AMP email includes a special MIME part (text/x-amp-html) alongside the standard HTML and plain-text versions. The email client checks whether it supports AMP; if it does, it renders the interactive version. If not, it falls back to regular HTML.
You have to register your sending domain with Google to send AMP emails to Gmail users. There's a review process — Google wants to confirm you're a legitimate sender before letting you push dynamic content into people's inboxes.
Quick Tips
- Always include a solid HTML fallback. The majority of your recipients probably won't see the AMP version.
- AMP emails must pass DKIM, SPF, and DMARC checks — there's no shortcut on authentication.
- Good use cases: live order tracking, appointment scheduling, in-email surveys. Bad use case: anything that doesn't benefit from real-time interaction.