AMP for Emails

  • Ayesha Rafeeq
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  • Published Date : 13 May , 2019
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  • Updated Date : 13 May , 2019
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    • 3 min read

Page loading speed and mobile-friendliness have been among the most important Google ranking factors. To combine the two, Google has worked towards making mobile pages load faster with the help of an open-source framework which is called AMP (Accelerated Mobile Pages). AMP is considered to be one of the best ways to build good web pages that rank on Google and drive higher organic traffic. With the success of mobile AMP, Google developed other versions like desktop AMP. The most recent innovation with AMP involves a platform people spend a considerable amount of time on: the email.

AMP in email is offered by the Gmail Developer Preview. This helps developers in creating a more engaging and interactive email experience. Here are some of the advantages of AMP for email.

Faster actions

Completing actions with the help of AMP will be much faster, like sending RSVP for an event, scheduling appointments, or simply filling up a questionnaire within the email message.

AMP helps in keeping information of the email relevant and content accurate so that emails don’t become stale. This also makes it easy to keep information updated. A simple example would be confirming an account on a website, with the help of AMP for Emails one can access the confirmation page instantly without having to open a new tab. This makes the overall process more efficient and time saving. This new update also offers a preview for websites like Booking.com and Pinterest within the email.

To optimise your page for a faster load time check out Google PageSpeed Insights.

Benefits for SEO

AMP-powered email has potential that can be beneficial for email marketing, because the engaging content can increase CTR while also generating more interest when compared to a regular email.

Content marketing benefits from this update, as users can receive and access content on their email itself. This again improves the users experience making going through emails a more pleasant experience. This holds true even for users accessing emails from their mobile device.

To make the most of your email campaigns, check out our blog to know more about How to build a strong email marketing database.

Third party content

Companies are working on creating new customer experiences by using AMP for emails. Adding this functionality to emails helps in eliminating the need to open a new tab to finish the task; instead it can be done within the email itself.

The new format of AMP for Emails is supported by Google’s Gmail, Microsoft’s Outlook.com, Mail.Ru, Verizon owned Yahoo Mail to list a few while it is open to other providers as well. With security and protection of personal information becoming increasingly critical lately, Google has taken several measures to safeguard this.  This is why companies creating dynamic emails will need to seek approval from Google first.

Companies which have already started supporting this format are:

  • Booking.com
  • OYO Rooms
  • Freshworks
  • Pinterest
  • redBus

The format supports AMP features like carousels, lists and forms among others, while also including the standard HTML markup for email clients supporting AMP. Google has brought in other partners who will also support the AMP for Email on their respective platforms as well. Some of these partners include:

  • SparkPost - a platform for email delivery and analytics
  • Litmus - a tool that helps in designing and marketing of emails
  • Twilio Sendgrid - an email and marketing tool
  • SES and Pinpoint - tools by Amazon used for email and marketing

AMP for emails is a much needed update for emails making them more engaging and interactive. This update for emails opens up opportunities for content creators as well as advertisers to roll out fresh content for email marketing.




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