What AMP Emails Are and How They Are Changing Email Marketing

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.

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 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.

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 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. 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.