Definition
AMP for Email is an open standard that enables interactive and dynamic functionality within email messages. Unlike traditional HTML emails that are static after send, AMP emails can contain live content, form submissions, carousels, accordions, and other interactive elements — all without leaving the inbox.
AMP for Email was launched by Google in 2019 and is supported primarily in Gmail. It requires the email to include a multipart MIME structure with an AMP HTML version alongside the standard HTML and plain text versions. When a supported email client detects the AMP version, it renders the interactive experience instead of the static HTML.
Supported Interactive Components
| Component | Description |
|---|---|
| AMP forms | Submit data directly from the email (surveys, RSVPs, lead forms) |
| AMP carousel | Swipeable image or content galleries |
| AMP accordion | Expandable and collapsible content sections |
| AMP list | Dynamically fetch and display live content from an API |
| AMP sidebar | Off-canvas navigation menus |
| AMP image lightbox | Tap-to-expand image viewing |
| Conditional content | Hide or show content based on user interaction |
Email Clients That Support AMP for Email
| Email Client | Support Status |
|---|---|
| Gmail (web) | Full support |
| Gmail (Android) | Full support |
| Gmail (iOS) | Full support |
| Yahoo Mail | Full support |
| Mail.ru | Full support |
| Outlook (web) | Not supported |
| Apple Mail | Not supported |
| Outlook (desktop/mobile) | Not supported |
Because AMP for Email is not supported in all clients, every AMP email must include a fallback HTML version. Recipients in non-supported clients will see the standard HTML version. This means you are effectively building two versions of each email.
How to Set Up AMP for Email
- Register with Google: To send AMP emails to Gmail, you must register your sending domain with Google and pass a sender verification process. This includes DKIM and SPF authentication and approval of your use case.
- Create the AMP MIME part: The AMP HTML must be included as a separate MIME part with
text/x-amp-htmlcontent type, alongside the standardtext/htmlandtext/plainparts. - Follow AMP HTML restrictions: AMP for Email uses a restricted subset of AMP HTML. You cannot use arbitrary JavaScript. Only approved AMP components are allowed. CSS is limited to inline styles and embedded
<style amp-custom>blocks. - Test with AMP validation: Use Google's AMP Email Playground or the AMP validator to ensure your AMP HTML is valid. Invalid AMP markup will cause the email client to fall back to the HTML version without warning.
- Include fallback content: Every interactive component should have a fallback experience for recipients who see the HTML version. For example, an AMP form should fall back to a link to a web-based form.
Use Cases for AMP for Email
- Event RSVPs: Recipients can confirm attendance directly from the email without clicking through to a website. The RSVP form updates dynamically based on their selection.
- Survey submissions: Collect feedback or ratings within the email. Post-submission, show a thank-you message or a summary of results without loading a new page.
- Product carousels: Ecommerce brands can showcase products with swipeable carousels. Recipients can browse and click through to product pages from within the email.
- Live countdown timers: Display dynamic countdowns that update in real time showing time remaining for a sale or event.
- Comment moderation: Newsletter platforms can allow recipients to moderate comments or preferences directly within the email.
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
CAN-SPAM Act
The CAN-SPAM Act is a US law that sets rules for commercial email. It requires accurate subject lines, a physical address, a clear opt-out mechanism, and prompt processing of unsubscribes. Violations can result in penalties up to $51,744 per email.
Click-Through Rate
Click-through rate (CTR) is the percentage of email recipients who clicked one or more links in your email campaign. It measures how compelling your content and call-to-action are.
Click-to-Convert Rate
Click-to-convert rate measures the percentage of email clicks that result in a desired conversion action such as a purchase, signup, or download. It shows how effective your post-click experience is at turning interest into results.
Click-to-Open Rate
Click-to-open rate (CTOR) is the percentage of email opens that resulted in at least one click. It measures how compelling your email content is for people who already opened it.
Frequently Asked Questions
AMP for Email itself does not directly affect deliverability. However, because AMP sends require a multipart MIME structure and additional HTML, the email size increases. Very large emails (over 100 KB) can trigger spam filters in some providers. Your authentication (SPF, DKIM, DMARC) must also be properly configured for AMP to work.
Yes. Standard tracking pixels and click tracking work in AMP emails, but they must be implemented in the HTML fallback content as well. AMP components like carousels and forms can also trigger custom analytics events that can be sent to your analytics provider.
Apple Mail and Outlook have not adopted the AMP for Email standard. They prioritise their own rendering engines and security models. Apple Mail uses WebKit rendering, and Outlook uses Word's rendering engine. Neither has committed to supporting AMP. The standard is primarily driven by Google and adopted mainly by web-based email clients.
Yes. AMP for Email has strict security restrictions. No arbitrary JavaScript is allowed — only approved AMP components. Forms submit data over HTTPS, and dynamic content fetches must use CORS-enabled endpoints. The AMP runtime enforces content security policies that prevent common email-based attacks like clickjacking and data exfiltration.
If the AMP version fails to render (due to validation errors, network issues, or unsupported client), the email client automatically falls back to the standard HTML version. The recipient will never see an error or broken experience — they simply see the static HTML version as if the AMP component did not exist.