##A/B testing the effectiveness of HTML vs. AMP emails

AMP for emails is a relatively new technology, and many marketers are still unsure whether it's worth using, as AMP emails require more time to create and therefore have a higher cost. In collaboration with Mail.ru Cloud, we prepared an AMP campaign targeting inactive Cloud users. The goal was not only to reactivate them but also to verify the effectiveness of using AMP for this purpose. The email was sent as an A/B test: one version was a standard HTML email offering users an additional 256GB for 2 months, while the second version was a full-fledged AMP email with a 'find the object' game mechanic.

<Img
img="/api/uploads/blog_2_1_e749851faa.gif"
alt="Myths About Marketing Automation"
/>
Both versions were sent with the same subject line and had approximately equal open rates. 

|    | HTML   | AMP    | 
|----|--------|--------|
| OR | 11.11% | 10.19% |

It should be noted that the emails were sent to inactive users. 

Not all users who received the AMP version were able to view it due to limited support (e.g., they opened the email in a mail client that does not support AMP).

AMP
|AMP-part|	HTML-part|
|---------------|-----------------|
|81%           |19%|

The proportions differ from the typical 50/50 split because this campaign was specifically targeted at Mail.ru users, where AMP is supported in both mobile apps and the web interface.

While the HTML version (in the A/B test) simply required users to click a link to claim their reward, the AMP version involved a gamified experience where users had to find hidden objects before they could access the reward. Despite the added step, we observed a 78% increase in clicks to the website from the AMP version.

|HTML|	AMP|
|----------------|----------------|
|CTOR|	4.88%|	8.67%|

(Clicks to the web version of the email were not included in the statistics.) 

In other words, engaging the user with a game increased clicks from the email by 78%. Once a subscriber took the initial action within the email, it became more difficult for them to stop. The primary goal of the email was to activate the gift, and we saw a 55% increase in gift activations from the AMP email compared to the HTML email. In addition to standard email metrics, we also measured the average time spent in the email, which was 10.8 seconds. Notably, users who spent more than 10 seconds in the email completed the game and clicked the link.

##Results

Implementing AMP gamification in the email resulted in a 78% increase in click-through rate (CTOR) and a 55% increase in conversion rate. A crucial aspect is the psychological factor: to get a user to perform a desired action, it's necessary to hold their attention for more than 10 seconds.


We implemented AMP-powered gamification in emails and conducted A/B testing

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article3.jpg

HTML vs. AMP: A 55% Conversion Boost

##First pancake

Together with Math & Mind, we developed an AMP email, where we asked the user to answer several questions directly in the email.

The original version of the letter looked like this:

<Img
img="/api/uploads/blog1_2aaec46973.png"
alt="Myths About Marketing Automation"
/>
We sent it to a small test sample to check how this mechanic would work. And, to our surprise, the letter did not show any results different from a regular html letter.

##Work on mistakes

The fact is that subscribers are not yet accustomed to interactive letters, especially since it was visually no different from what was sent before. Users expected that this was the most ordinary letter and that upon clicking on the answer they would be redirected to the site.

To visually “revive” the letter and show that you can interact with it, we added a carousel on top with an increasing timer “your brain age”

<Img
img="/api/uploads/blog2_b3f51b0b84.png"
alt="Myths About Marketing Automation"
/>

This turned out to be the missing link: the test sample showed good results, and the letter was sent to the main audience.

##Results

We tracked the openings of the HTML and AMP versions separately. Unique discoveries were distributed as follows:

*HTML – 64.63%
*AMP – 35.37%
If you look at non-unique discoveries, then:

*HTML – 62.8%
*AMP – 37.2%

<Img img="/api/uploads/blog3_5c9cc8d8b8.png" alt="Myths About Marketing Automation" />

This allows us to draw an unambiguous conclusion: people are more likely to return to AMP emails.

To find out how users behave inside the letter, we installed tracking pixels on each question in our quiz: to understand the outflow of the audience, that is, how interesting such mechanics are to subscribers.

<Img img="/api/uploads/blog4_a35eca50f2.png" alt="Myths About Marketing Automation" />

The first step is 100% of users who opened the AMP version of the letter.
Answered the first question – 27.9%
On the second – 25.7%
And for the last one – 24.8%.
We see minimal audience outflow. That is, if the user has taken the first step, then with a high probability he will go all the way.

After passing this mini-quiz, we invite the user to go to the site and play some more. And here users are more loyal and interested, so they willingly go to the site. We separately tracked transitions to the site from the HTML and AMP versions of the email and these are the values ​​we got:

HTML – 6.95%
AMP – 32.54%

<Img img="/api/uploads/blog5_3b20ad6835.png" alt="Myths About Marketing Automation" />

This is how you can graphically present the resulting OR and CTR indicators with highlighting what part is accounted for by HTML and AMP openings and transitions.

<Img img="/api/uploads/blog6_71fbed4eeb.png" alt="Myths About Marketing Automation" />

From this we can conclude that the use of AMP technology and the gradual involvement of the subscriber has significantly increased the CTR!

We implemented AMP technology and gradually engaged our subscribers.

small_article2.jpg

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article2.jpg

2.5x Increase in Click-Through Rate 

##Idea

Often, we need feedback from subscribers to understand their concerns, interests, and dislikes regarding our emails. Merely analyzing open rates (OR) and click-through rates (CTR) provides limited insights, prompting marketers to resort to subscriber surveys. However, low conversion rates can hinder survey completion, as many subscribers are reluctant to leave the email and answer questions.

To address this challenge, we leveraged AMP technology to embed interactive forms directly within the email. This eliminates the need for subscribers to navigate away from the email to participate.

To further motivate engagement, we gamified the survey by incorporating a magic ball that would answer the subscriber's questions. 

The user's question was saved on the server, and a random response ("yes," "no," or "I don't know") was displayed within the email. 

<Img
img="/api/uploads/blog_3_1_0d41492e6b.gif"
alt="Myths About Marketing Automation"
/>
###Metrics 

AMP doesn't work for everyone, so we collected and measured HTML and AMP version openings separately. 

Unique opens were distributed as follows:

*AMP – 56.3%
* HTML – 43.7%

If we look at non-unique opens, then:

*AMP – 62.13%
* HTML – 37.87%

<Img
img="/api/uploads/blog_3_2_2f4f2b48b6.png"
alt="Myths About Marketing Automation"
/>

When comparing the ratio of unique and non-unique opens between the HTML and AMP versions of the email, it becomes evident that users returned to AMP emails more frequently. 

On average, users returned to an AMP email 1.36 times, compared to 1.07 times for an HTML email.


###Form Submission Conversion

On average, for every user who opened the AMP version, there were **1.69** form submissions. This means that many subscribers filled out and submitted the form multiple times.

Even when considering only unique users who submitted the form, the result is still impressive: **20.74%.**

The game mechanics had an effect, and many of those who decided to submit the form did so several more times afterward. It was particularly interesting to observe how a subscriber would ask the same question to the "Magic Ball" until they received the desired answer.

We gamified the survey and saw these results.

small_article1.jpg

thumbnail_article1.jpg

article1.jpg

169% Conversion to Form Completion

Imagine your emails not just as text, but as "mini-sites" where you can scroll through product galleries, fill out forms, or even place orders directly. All of this is possible thanks to AMP technology. 

In this article, we will explore what needs to be done to obtain permission to send AMP emails and how to use such messages in marketing.

## What You Need to Start AMP Email Campaigns 

The most important thing is to obtain permission from email providers that support AMP (Mail.ru, Gmail, Yahoo, AOL) and to comply with all technical requirements for sending:

**Set up a restrictive DMARC policy.** When setting up a [DMARC](https://docs.pixcraft.io/en/amp/documentation/amp-setup/dmarc) policy, you need to choose one of two options: quarantine or reject. Reject provides maximum protection and completely blocks emails that fail the verification. Quarantine sends such emails to the spam folder.

You also need to ensure that the pct parameter is set to 100%. This means that the policy will be applied to all sent messages. For DMARC to work correctly, you also need to configure [SPF](https://altcraft.com/blog/anti-spam-system) and [DKIM](https://docs.pixcraft.io/en/amp/documentation/amp-setup/dkim) correctly.

**DKIM signature.** The sender's email domain must match the domain specified in the DKIM record. Gmail has more flexible requirements: it is sufficient for the second-level domains to match. If your signature specifies the domain *company.com*, then emails from addresses where after the @ sign there is *company.com* or any subdomain of this domain (for example, *department@support.company.com*), will successfully pass the check.

**The sender's email domain** should match your website's domain. Some companies use separate subdomains exclusively for sending emails, without hosting any web pages on them. In this case, you'll need to set up a redirect from the subdomain to the main site.

**The sender's reputation** in Gmail Postmaster should be at least average. For Mail.ru, the ratio of sent emails to opened emails, as well as the number of complaints and messages deleted without being read, are important factors. Exact criteria may vary, so it's recommended to follow general guidelines. For example, you should not exceed a certain complaint rate (1.1% complaints for up to 10,000 emails per month, and 1% complaints for up to 500,000 emails per month).

**Unsubscribing from the mailing list should be easy.** Every template, including interactive emails, must contain an active unsubscribe link. The process should be as simple as possible and take minimal time. Users should be able to unsubscribe with a single click, without the need for additional authorization or confirming their decision. If you wish to ask for a reason, you should first allow the user to unsubscribe and then ask any follow-up questions. For the recipient's convenience, each email should include a List-Unsubscribe header, enabling readers to easily unsubscribe directly from their email service interface.

### Additional Requirements for Mail.ru and Gmail

**Gmail:**

- To successfully pass moderation in Gmail, your emails must be protected with TLS encryption. To check if encryption is enabled, send a test email to your Gmail inbox. Open the email, click on the "to me" button, and find the encryption information in the dropdown menu. If TLS is not enabled, contact your platform's support service to activate it.

<Img
img="/api/uploads/kak_vnedrit_amp_testing_c03525e98c.png"
alt="TLS encryption"
/>

**Mail.ru:**

- You’ll need to set up the Mail.ru Postmaster service. Make sure to pay special attention to how you handle FBL reports, which means automatically unsubscribing users who report your email as spam. Most email marketing platforms will take care of this for you.
- To evaluate the quality of your email campaigns and your sender reputation, Mail.ru asks that you send at least 5,000 emails each month for three months.

## How to Prepare an AMP Email

To get the green light for sending AMP emails, you need to establish yourself as a trustworthy sender and show that you know how to use AMP technology effectively. To do this, send a request to the email services along with a real interactive email that meets all the technical requirements.

You’ll need to prepare two versions of your email: an HTML one and an AMP one. PixCraft offers three tools to help you create these messages: a visual email builder for your campaigns, a Figma plugin, and the TJML framework. You don’t need any special coding skills to generate the correct code for both versions.

Test your email to ensure it meets all the necessary criteria. If everything looks good, fill out the application and send the emails to the email providers. It’s important that the emails closely resemble real ones—you should avoid using the word "test" or placeholder text.

For more information on testing AMP emails and completing the application, [check out the article](https://docs.pixcraft.io/en/amp/documentation/amp-setup).

## How to Use AMP Emails in Marketing

AMP email technology can be effectively integrated into standard email marketing workflows. For example:

**1.** **Confirmation Emails:** Interactive elements within the email streamline the user journey. You can prompt readers to confirm their subscription directly in the email and provide additional information—such as their date of birth, phone number, or gender. In the example below, the use of interactive components (confirmation buttons and forms for entering a phone number) led to a phone number submission conversion rate of 40.27%:

<Img
img="/api/uploads/kak_vnedrit_amp_horoscope_11zon_fc0409ccb5.jpg"
alt="Phone number submission"
/>

**2.** **Welcome Emails.** Using AMP elements in welcome messages gives a modern and innovative impression of your company.

**3.** **Emails for Re-engaging Inactive Users.** Interactive elements in reactivation emails, like mini-games or surveys, engage users in dialogue and increase the likelihood of their return. You can find an example of using AMP for reactivation in the [article](https://pixcraft.io/blog/povisili_cr_na_55).

**4.** **Regular Newsletters.** AMP technology enables the creation of dynamic emails with content that updates in real time. This is especially useful for displaying current information such as prices, product availability, or promotions. An AMP email remains live for 30 days, after which a static HTML version is shown. This is achieved using the [AMP List component](https://docs.pixcraft.io/en/amp/documentation/amp-components/amp-list).

## Key Takeaways

To successfully implement AMP campaigns, you need to adhere to the technical requirements of email providers. You'll also need to demonstrate to these providers that you know how to use AMP technology by sending a real interactive email.

You don’t have to completely overhaul your current communication strategy to adopt AMP; you can simply add AMP versions to specific emails. This approach allows for a gradual transition to using AMP without requiring significant effort.

With the Pixcraft email builder, you can easily create effective AMP emails without any specialized knowledge.

In this article, we'll find out how to implement AMP into your marketing strategy and how to get permission to send out emails.

large_kak-vnedrit-amp-main.jpg

medium_kak-vnedrit-amp-main.jpg

small_kak-vnedrit-amp-main.jpg

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kak-vnedrit-amp-main.jpg

How to Implement AMP Emails into Your Email Strategy 

**An AMP email** is an electronic message in which the reader can interact with its elements: fill out forms, view galleries, select products, and place orders.

<Img
img="/api/uploads/coffi_3_1_d46cc071b9.gif"
alt="Interactive email example"
src="Example of an interactive email from Coffesso"
/>

Accelerated mobile pages (AMP) technology, developed in 2015, was originally designed to make web pages load faster on mobile devices. Over time, its capabilities have expanded, and it is now used for emails. Anyone can use this technology, but to get started, one must ensure compliance with [**technical requirements**](https://docs.pixcraft.io/en/amp/documentation/amp-setup) and obtain permission from email providers.

A regular email is like a newspaper: it is “printed” once and remains unchanged. An AMP email is more like a website: it can be updated, new elements can be added, and it can be interacted with in real time.

Unlike standard emails, AMP messages include not only text and images but also a variety of interactive components: scrollable galleries, surveys, and quizzes.

<Img
img="/api/uploads/amp_emaily_quiz_1_1_2a0090b53c.gif"
alt="PixCraft-based email"
src="An example of a PixCraft-based interactive email"
/>

In terms of structure, an AMP email consists of three parts:

- a plain text version for older email programs (optional);
- a standard HTML version;
- and a special AMP part, understood only by modern email clients.

## Which Services Support AMP

As of 2024, AMP emails are displayed correctly in the web interface and mobile apps of Gmail, Mail.ru, and Yahoo Mail, as well as in the web interface of AOL.

Those who use these email providers will be able to view all AMP elements and updates directly in their inbox. People who prefer Yandex.Mail, Outlook, or Apple's email service will only be able to open the standard HTML version of the email without additional features.

However, considering that [**Gmail is the most popular email service**](https://www.wisestamp.com/blog/free-email-providers/#:~:text=Gmail%20%E2%80%93%20The%20%231%20Free%20email,with%20the%20broader%20Google%20ecosystem.) globally, most subscribers will see your interactive content.

## How AMP Emails Elevate Email Marketing to a New Level

**Conversion rates of emails improve.** AMP emails simplify the user's journey to completing a desired action. The customer doesn’t need to leave a message or spend time submitting feedback, placing an order, adding a product to the cart, or playing a game—all of this can be done right there. This increases the likelihood that they will take the desired action.

**This kind of content is memorable to subscribers.** Even though AMP for email technology has been around since 2018, it continues to be a relatively new concept. Not many companies use it in their email campaigns yet. This means you can be one of the first to offer your customers such an innovative communication format and stand out from your competitors.

**Engagement increases.** Not all subscribers are ready to click through to a website immediately. AMP technology makes emails more engaging: you can add quizzes, mini-games, and forms directly to the email. This format allows for a softer introduction to a dialogue with the brand, gradually motivating the user to take a desired action.

**Emails can be** [**edited in real time**](https://pixcraft.io/email). This means you can make changes to the content, such as images, buttons, or the text itself, even after the email has been sent. For instance, if you're running a limited-time promotion, you can easily update the email with new offers once the promotion ends. Furthermore, AMP simplifies error correction. Unlike traditional emails that require a complete resend for any changes, interactive emails allow you to make adjustments on the fly, ensuring that your subscribers always receive the most up-to-date information.

## Why AMP Technology With Pixcraft Is Simple

Many companies postpone creating dynamic email campaigns indefinitely. The reason is simple: it's believed that developing AMP emails requires in-depth knowledge of HTML and JavaScript. Even with a developer on board, creating interactive elements takes significantly more time than traditional email design.

**PixCraft makes AMP email creation a breeze.**

Our no-code email builder empowers you to design stunning HTML and AMP emails without any technical expertise. Simply choose from our library of pre-designed blocks, customize them to match your brand, and add your content.

**Benefits of PixCraft:** 

- Simplicity. No need for extensive HTML or JavaScript skills.
- Speed. Creating interactive emails takes much less time. 
- Flexibility. Convert your existing HTML emails to AMP to add dynamic elements. 
- Mobile adaptation. Works even without media queries, such as in Yandex. 
- Pre-built blocks. A wide selection of blocks for various content types (forms, ratings, live feeds, and others).

**With PixCraft, you can:** 

- Re-engage your subscriber base and boost engagement with interactive content.
- Create your own email master template to ensure your emails have a unique brand style.
- Track email reading time to better understand your audience.

## Conclusion

AMP is a technology that enables the use of interactive content directly in emails. Unlike traditional HTML emails, which are static, AMP emails support user interaction and are updated in real time. 

With PixCraft, you can create dynamic emails easily and quickly, without any special knowledge and at the cost of ordinary HTML emails.


In this article, we'll find out what AMP emails are, which email services support them, and how AMP is changing marketing.

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amp-emaily-main.jpg

What AMP Emails Are and How They Are Changing Email Marketing

Welcome emails are the first point of communication with a user, making it crucial to leave a good impression on subscribers. This task becomes significantly more challenging when the recipients are children.

While the main difficulty with adult audiences is getting them to open [**emails**](https://altcraft.com/blog/how-to-reach-customers-via-email-campaign) due to the overwhelming number of messages they receive, the challenge with emails for children is the lack of content that is suitable and engaging for them.

Therefore, for the Kids' Mail service, together with VK, we decided to create a welcome email sequence featuring content in a playful format. The main idea is to present the available services in such a way that children can build their ideal mail experience on their own.

## Concept Development

Just before we started working on the project, Kids' Mail updated its branding and introduced new mascots — cute little monsters. We decided to give users the chance to create their own "mail monster."

<Img
img="/api/uploads/pismo_struktura_285cf05547.png"
alt="Concept development"
/>

As we developed this concept, we also decided to introduce young subscribers to each of the services by giving a brief overview of its key features. When you click on a service, a description bubble appears.

<Img
img="/api/uploads/amp_email_build_your_monster_851afd1378.png"
alt="Email variant"
/>

At this stage, Mail's design team had already worked out the visual appearance and main features of our mail monster.
The monster turned out to be so adorable that we came up with another idea — to allow users to save the image they created and use it as, for example, a phone wallpaper.

## A Few Technical Details

Naturally, to implement such an interactive email, we could only use [**AMP**](https://pixcraft.io/blog/how-to-implement-amp-emails-into-your-email-strategy). Since the email is primarily targeted at mail.ru users, the majority will see the interactive version.

To ensure proper rendering and speed up the process, we used the [**TJML framework**](https://pixcraft.io/framework). Regarding the specifics of AMP interactivity, each service had its own state, which was set to either 1 (active) or 0 (inactive). Depending on the state, we would show or hide a particular layer (such as a tail, ears, eyes, etc.).

To track which services were most popular among children, when creating the monster, we also generated a form that collected the selected services and, upon clicking "done," sent the data to Pixcraft.

In the final step, we show a picture of the monster with its name. There’s a small technical detail worth mentioning here. The issue is that mail.ru doesn't work with default states, meaning that the following type of entry will be ignored:

```xml
<amp-state id="names">
  <script type="application/json">
	["Tsifrosh", "Servicio", "Filer", "Otpravita", "Megaguy", "Mailia", "Chernover"]
  </script>
</amp-state>
```
</br>
At the same time, this would have worked correctly in Gmail.

The universal solution in our case was to assign an array of possible names directly to the span, referring to a random element of the array:

```xml
<span [text]="['Tsifrosh', 'Servicio', 'Filer', 'Otpravita', 'Megaguy', 'Mailia', 'Chernover'][floor(random() * 7)]"></span>
``` 
</br>

Phone wallpapers were also tricky. With 7 available services, it was possible to create 128 different monster combinations. Manually generating all of these would have taken a lot of time, so we wrote a small program to generate all the possible variants automatically.

<Img
img="/api/uploads/amp_en_50cc990b0a.gif"
alt="AMP email"
/>

## Statistics

After launching the email, we collected and analyzed the statistics over a month. Since we are talking about [**AMP emails**](https://altcraft.com/ru/blog/chto-takoe-amp-pisma), the first thing to note is the percentage of AMP opens:

<Img
img="/api/uploads/welcome_pismo_statistika_1542f81de4.png"
alt="Statistics"
/>

For unique opens — 62% for AMP, 38% for HTML. For non-unique opens — 66% for AMP, 34% for HTML. **The conversion rate for submitting the form** (clicking the "done" button) was 19.9% of those who opened the email. This indicates that users returned to the AMP emails multiple times, reopening them to create different monsters, meaning the goal of capturing users' interest was definitely achieved.
We also analyzed which services for kids were the most popular and in-demand, and the results showed the following picture:

|    |         | 
|------------|-----------------|
| Cloud     | 44.29%          | 
| Cartoons     | 46.20%          | 
| Math     | 44.85%          | 
| Games     | 49.52%          | 
| Drawing Tool     | 50.43%          | 
| Marusya     | 44.60%          | 
| Emoji     | 49.92%          | 

However, it's likely that kids were choosing the features they found most visually appealing for their monster, rather than the services that genuinely interested them. It's no surprise that the "Drawing Tool" was added by over 50% of the subscribers, as it added a cute brush-tail. "Emoji," selected by nearly half, gave the monster adorable eyes, and "Games," which were close in popularity, added wings.

## Conclusion

This level of detail in the welcome emails allows us to build a trusting relationship with the audience from the very start. We paid great attention to small details, carefully crafted the content, and genuinely aimed to make the communication process enjoyable for children. This approach helped us achieve excellent results.
A significant part of this success was due to the PixCraft platform. It made it quick and easy to create high-quality email templates and supported the backend functionality of the AMP emails.

In this article, we will discuss how we developed the concept of a welcome letter for the Kids' Mail service.

small_welcome-email-main.jpg

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welcome-email-main.jpg

How to Create a Welcome Email for a Challenging Audience

Which to choose — classic HTML or innovative AMP for your email campaigns? Each format has its strengths. With AMP, you create an interactive experience that encourages users to take action, while good old HTML guarantees compatibility with almost any email client.

In this article, we'll compare these formats based on key parameters so you can choose the best solution for your needs. We'll figure out which approach will help you get the most out of your email campaigns.

## Differences Between HTML and AMP Emails

Let's start by defining the terms:

An **AMP email** is an HTML message created using the AMP for email framework. Thanks to AMP components and limited support for JavaScript, interactive elements can be added to such emails. The messages appear more lively and engaging for users.

An **HTML email** is an email created using the HyperText Markup Language (HTML). Unlike plain text messages without any elements (plain-text format), HTML emails can contain not only text but also various visual elements such as images.

<Img
img="/api/uploads/html_en_f32b29e2be.png"
alt="HTML message example"
src="An HTML email example"
/>

Let's delve a bit deeper into the differences:

## Email formatting

To create an **HTML email**, you can either write its code or use a visual builder. If you have a good understanding of HTML, you can create the message design yourself.

Within a unified email formatting, it is necessary to provide for display in both modern email clients and outdated ones that do not support media queries (e.g., Yandex), or have limited support for HTML and CSS (such as Outlook). However, you will not be limited in the ability to use all sorts of tricks for dark theme or to use media queries. You will be able to control font sizes and styles in both the desktop and mobile versions of the email.

If you use an email builder, you don't need any special HTML knowledge. In the [**PixCraft email builder**](https://pixcraft.io/builder), you can easily create any templates, including a master template from your own or pre-built blocks. You maintain a consistent style and don't waste time designing an email. You can also use the [**PixCraft plugin for Figma**](https://pixcraft.io/figma) to turn your designs into ready-to-send messages. You get professional email campaigns without the hassle of code.

Formatting **AMP emails** requires an understanding of both HTML and the specifics of AMP. If you're already familiar with HTML, mastering the intricacies of AMP emails will be easier.

In addition to visual elements (such as scrolling galleries or product showcases), AMP has other features:

- **amp-bind component:** This component is used to create elements that respond to user actions.
- **amp-list component:** It enables the loading of data from external sources (such as your website).
- **amp-form component:** This component allows you to create forms for collecting data from subscribers.

HTML emails are supported by almost all email clients, including older ones (such as Outlook). In contrast, AMP emails are only compatible with Gmail, Mail.ru, Yahoo Mail (both web interface and apps), and AOL (web interface only). On average, the AMP version will be seen by only 40-45% of subscribers.

AMP has good CSS support, allowing the use of flex and grid layouts. Unlike AMP, HTML emails must ensure compatibility with legacy email clients, which requires using table-based formatting, conditional comments, and other email-specific tricks for proper display.

Creating AMP emails may seem complex, but with PixCraft, it's incredibly simple. The email builder makes the creation process easy and enjoyable, even for those who are far from coding.

### Display

The main difference between the new technology and traditional HTML emails is the almost complete support for CSS. This includes support for media queries as well as the use of various effects and animations (with some limitations in Gmail and full support in Mail.ru).

In addition, AMP allows for [**dark mode customization**](https://altcraft.com/blog/inverting-colors-in-email-campaigns): if a user has a dark theme enabled, the email will adapt to it. However, only Mail.ru currently supports this feature.

Another key difference is the level of interactivity: while HTML is limited to hover effects, AMP allows the use of forms to collect feedback, dynamic content updates through the bind component based on user actions, and even real-time content retrieval from a website using amp-list.

<Img
img="/api/uploads/amp_en_50cc990b0a.gif"
alt="AMP email example"
src="An AMP email example"
/>

### Analytics 

With HTML emails, we can only see when someone opens the email or clicks on a link. 

AMP emails offer a wider range of analytics, allowing us to track every user action and how long they spend interacting with the email.

Tracking pixels are used to collect data on interactions with AMP emails. Combined with amp-bind, they enable tracking various reader actions and send this information to the server.

**With PixCraft, you won't miss any important metrics. You can track:**

- Time spent in the email — to understand whether users are engaged (or not);
- HTML/AMP opens — to figure out which version of the email performs better;
- Interactions with AMP components — to see not only data from forms but also to track any events in the email using tracking pixels and integration with Google Analytics 4.

## The Bottom Line 

HTML and AMP emails represent two distinct approaches to creating email campaigns. While HTML emails offer static content, AMP emails allow for user interaction. AMP enables the implementation of various interactive elements such as carousels, forms, live feeds, accordions, and more.

However, it's important to remember that to send an AMP email, you still need to prepare a regular HTML email, as it consists of at least an HTML part and an AMP part. Therefore, if you decide to send an AMP email, you will need to create an additional version of the message.

To simplify the creation of emails, use PixCraft. There, you can create both classic HTML and AMP emails without delving into technical details.


In this article, we will find out how AMP emails differ from classic HTML emails.

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AMP Emails vs HTML Emails: What’s the Difference?

In today’s world, user attention is the most valuable resource. Static emails no longer excite, and lengthy redirects to links only frustrate. But what if your email could become interactive right in the inbox? It’s not magic — it’s [**AMP emails**](https://pixcraft.io/blog/how-to-implement-amp-emails-into-your-email-strategy), a technology that redefines how brands can engage with their audience through email.

In this article, we’ll explore how brands use AMP to captivate subscribers and boost engagement.

## An Example from [Findomestic](https://amp.dev/success-stories/findomestic)

<Img
img="/api/uploads/Findomestic_Sample_Email_6cfee92223.gif"
alt="AMP email example"
/>

Findomestic aimed to make their emails more user-friendly and drive higher conversion rates. By implementing AMP, they stood out from competitors and added interactivity to their emails.

The idea was simple: allow users to interact with the email directly in their inbox — for instance, selecting a banking product or instantly receiving a calculation — all while maintaining Findomestic’s familiar style and interface.

A/B testing of AMP and traditional emails during Black Friday revealed impressive results:

- Open rates increased by 128% (35.4% vs. 15.5%).
- Click-through rates rose by 133% (1.4% vs. 0.6%).

Creating such emails is easy with the [**Pixcraft**](https://pixcraft.io/builder) email builder. Now, crafting a ready-to-send message takes just a few minutes, no HTML knowledge required. Simply choose pre-designed blocks, customize their appearance, add text and links — all within a convenient visual editor.

## Example from Volkswagen (Design: [RRAP](https://www.rapp.com/))

<Img
img="/api/uploads/amp_example_volkswagen_12a015adca.png"
alt="Example of an AMP email from Volkswagen"
/>

In this email, readers can select a car color directly in their inbox using an interactive selector powered by AMP technology. A single click on a preferred shade instantly changes the car's color in the email. This is achieved through AMP components that handle dynamic image updates.

This approach not only grabs attention but also allows users to see their choice in action, adding an element of personalization and playfulness.

## Example from Huel

<Img
img="/api/uploads/amp_example_poll_c646dc5b02.png"
alt="Example of an AMP email from Huel"
/>

In this email, users can pick their favorite drink flavor through an interactive poll implemented with AMP technology. All it takes is a click on one of the options. User responses are sent to a server via the ```<amp-form>``` component.

Results are displayed in real time thanks to ```<amp-list>```, which dynamically updates the email’s content. The percentage breakdown for each flavor is shown in a bottle, represented by both a visual liquid level and numerical percentages.

This feature not only engages recipients but also gives them a sense of participation: users can see how their choice compares to the votes of others.

## Example from Disney 

<Img
img="/api/uploads/amp_examples_puzzle_04fc6b47e3.jpg"
alt="Example of an AMP email from Disney"
/>

This email for kids features an engaging game mechanic — a crossword puzzle that the child can solve directly in their inbox. The goal is to guess characters based on silhouettes and brief descriptions, then enter their names into a form within the email. The ```<amp-form>``` component allows users to submit answers without leaving the email.

All logic and content updates are handled with the ```<amp-bind>``` component, which links data to interactive elements and updates them in real time. Correct answers and changing character images are processed using AMP tags, enabling new content to appear seamlessly within the email.

This approach encourages active interaction with the content rather than passive reading, significantly increasing the likelihood of completing the desired action.

## Example from Toms 

<Img
img="/api/uploads/amp_examples_toms_c500f815a8.jpg"
alt="Example of an AMP email from Toms"
/>

This email showcases glow-in-the-dark shoes with an interactive toggle that lets users control the effect directly in their inbox.

The functionality is implemented using ```<amp-bind>```, which dynamically switches the images, as well as ```<amp-img>``` to display both glowing and regular versions of the shoes. This creates a captivating visual effect without requiring users to visit an external website.

## Example from Mail.ru

<Img
img="/api/uploads/mail_c8a0967b69.gif"
alt="Example of an AMP email from Mail.ru"
/>

An email created by Pixcraft for Mail Cloud makes learning about new features simple and fun through an interactive format. Instead of plain text, users are invited to play a game: answer questions and immediately receive detailed information about each feature.

This functionality is powered by AMP components. Users select their answers, and results with additional information appear instantly, thanks to ```<amp-bind>```. This approach delivers dynamic, modern, and visually engaging interaction directly within the inbox.

## Conclusion 

AMP for email is a powerful tool that enhances emails by making them brighter and more engaging. Interactive elements, instant updates, and the ability to interact directly within the inbox open up new opportunities for brands and marketers.
These emails not only boost open and click-through rates but also provide a unique user experience.

If you’re not yet using AMP in your email campaigns, now is the time to start. The Pixcraft email builder and our [**Figma plugin**](https://pixcraft.io/figma). 

With Pixcraft, you can easily design both standard HTML emails and interactive AMP emails, significantly improving conversion rates and engagement.

This article explores how brands use AMP to captivate subscribers and increase engagement.

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