Google AMPs up email offerings

Google recently made a big announcement that has the email community buzzing and could impact the way we interact with our inboxes. It’s called AMP for Email, and it’s a subset of their web version of AMP (Accelerated Mobile Pages), which launched in 2016. AMP for Email offers more actionable and engaging email experiences. It allows subscribers to complete tasks, take action and do things like RSVP to an event, schedule an appointment or fill out a questionnaire, all without leaving their inbox.

As new technology enters the marketplace, it’s important to evaluate it. So, here’s what we know about Google AMP today:


It’s great that Google is continuing to invest in email innovation and paving the way for other email clients to evolve their platforms and support.

The trend of creating dynamic, interactive emails is not necessarily new, but support has been very limited to date. With the release of AMP for Email, more subscribers will be able to experience and interact with content in their inbox. Litmus’ recent email client market share report states that 26% of all emails are currently being opened in Gmail. It’s the #2 most popular email client in the world with 1 billion+ monthly active users.

Allowing users to RSVP, schedule an appointment or fill out a questionnaire right from their email streamlines the user experience as well as the path for conversion, which both subscribers and marketers will appreciate.


The biggest hurdle for Google is that AMP for Email requires a third MIME (Multipurpose Internet Mail Extensions) type, in addition to the standard HTML and plain text type. Problem is, most email service providers and email clients don’t support this third MIME type, so it’s basically something that only a small group of marketers would be able to leverage. [RA1] Google plans to launch support for AMP later this year, but it’ll be hard to tell if other ESPs will support it. They’ve added other special email functions in the past, like their inbox action buttons, which were not adapted by other ESPs or email clients.

AMP for Email supports basic HTML, but in order to leverage its features it requires developers to understand a fourth proprietary language beyond HTML, CSS and JavaScript. Also, developers embed different hacks into HTML email to appease the various email clients, but the impact of these tags and attributes will cause AMP for Email not to render.

Google’s AMP for Email is a new and exciting advancement for the email community, as there’s been very little innovation in the channel, but don’t expect to see it in action just yet. It’s still in the beta phase and only available through Gmail’s developer preview. If Gmail can influence the community and get email client support, AMP for Email has the potential to revolutionize the inbox. In the meantime, we’re going to continue using our proven data-driven solutions to send personalized and meaningful communications on behalf of our clients.