Definition
An AMP form lets subscribers submit responses directly in the email, useful for surveys, RSVPs, and preference updates without leaving the inbox.
It posts asynchronously to an endpoint you control, and non-AMP clients need a link to a full web form.
Forms inside email remove a step, letting subscribers respond without leaving the inbox, which lifts completion for short surveys and RSVPs. The submission posts to an endpoint you control, so handling success and error states matters. A web-form fallback ensures everyone can respond.
Building AMP Forms
Define a form with an action endpoint and handle success and error states.
Provide a web-form fallback for non-AMP clients.
Best Practices
- Define a form with an action endpoint.
- Handle the submit response state for success and error.
- Provide a link to a full web form as a fallback.
- Keep the form short and purposeful.
- Test submission end to end.
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Related Glossary Terms
Above the Fold in Email
Above the fold in email refers to the content visible to a recipient before they scroll, a critical area for first impressions and primary calls to action.
Accessible CTA (Email)
An accessible CTA is a button or link coded with sufficient colour contrast, visible focus states, descriptive screen-reader text, and a minimum touch target of 44×44 pixels.
Adaptive Design
Adaptive design in email uses predefined layouts that adjust to specific device or client widths, rather than fluidly resizing to every possible screen.
AI-Generated Content in Email
AI-generated content in email is copy, images, code or subject lines produced by artificial intelligence tools to speed up campaign production and testing.
Alt Text
Alt text is the written alternative to an image in an email, displayed when images are blocked, slow to load, or consumed by screen readers.
AMP for Email
AMP for Email is a technology that allows interactive, dynamic content to live inside an email message, enabling forms, carousels and live updates.
Frequently Asked Questions
Yes, with AMP for Email a form posts asynchronously to an endpoint. Forms inside email remove a step, letting subscribers respond without leaving the inbox, which lifts completion for short surveys and RSVPs.
To an HTTPS endpoint you control. The submission posts to an endpoint you control, so handling success and error states matters.
No; non-AMP clients show the fallback web link. A web-form fallback ensures everyone can respond.
Surveys, RSVPs, and preference updates. Forms inside email remove a step, letting subscribers respond without leaving the inbox, which lifts completion for short surveys and RSVPs.
You handle the response state for success or error. The submission posts to an endpoint you control, so handling success and error states matters.