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Benefits of AMP for Email

Why Brands and Developers Are Excited About AMP for Email

Enhanced Interactivity: Let users complete actions (forms, surveys, product browsing) without leaving the email.
Real-Time Content: Emails can fetch the latest content when opened — such as live pricing, stock availability, appointment slots, etc.
Improved Engagement Rates: Early studies suggest AMP emails can significantly boost click-through and completion rates compared to static HTML emails.
Streamlined User Experience: Reduces friction by minimizing the need to open new browser tabs or navigate websites.
Competitive Differentiation: Brands adopting AMP now can stand out in increasingly crowded inboxes.
Robust CSS Support: Unlike traditional HTML email, AMP for Email supports a broader set of CSS properties, allowing for cleaner, more dynamic designs.

For users, it means less friction — and more action — all without leaving their inbox.

What to Watch Out For with AMP for Email

Limited Client Support: Only a few major email providers support AMP. Many users will still see static HTML.
Higher Development Complexity: Requires building and maintaining three versions of every email (Plain-text, traditional HTML, AMP HTML).
Authentication Requirements: You must authenticate your domain and pass strict requirements (SPF, DKIM, DMARC) to send AMP emails.
Performance and Rendering Risks: AMP emails rely on external fetching; performance can vary based on network conditions and client capabilities.
Privacy and Security Concerns: Dynamic emails raise questions about user tracking, data fetching, and ensuring safe content — meaning strict security practices must be followed.

If an email client doesn't support AMP, the regular HTML version is shown automatically.

AMP for Email works best when:

You might want to skip AMP if: