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Within a unified email formatting, it is necessary to provide for display in both modern email clients and outdated ones that do not support media queries (e.g., Yandex), or have limited support for HTML and CSS (such as Outlook).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?

**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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What AMP Emails Are and How They Are Changing Email Marketing

## 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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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.

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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.

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