Recap at Google I/O

On May 8th, Aakash Sahney, Filip Stanis and I had the opportunity to talk about AMP for Email and what’s possible in email when up-to-date content, quick actions, and interactivity are added through live implementations and demos.  As a first-time Google I/O attendee, it was amazing to see the sheer number of developers, Google enthusiasts, and people enthusiastic about being ethically responsible with their data footprint – all converged together for three days. During our AMP email office hours, it was an awesome experience getting to talk with so many people passionate about email and excited about what can be possible with AMP email.

 

Throughout the forty minute session, we covered various topics, including what AMP email is (0:25), how to build an AMP email (14:12), and how to scale an AMP email for mass send (32:06).

What’s New with AMP Email?

The first big announcement is that Gmail lifted the same-zone DNS requirements for AMP emails, meaning that amp-form  and amp-list can now use any HTTPS endpoint that has the correct CORS headers. Previously, the HTTPS endpoint was required to have alignment with the sending domain used. Otherwise, the AMP content would break and only the HTML or Text version of the email would render in the inbox.  This update makes it easier for developers to quickly draft, test, and validate using Gmail’s AMP for Email Playground. Although the same-zone DNS requirements have been lifted, don’t forget to meet the following conditions for your AMP email to be delivered successfully:

  • Meet the AMP for Email security requirements
  • Email must contain a fallback HTML (text/html) or plain text (text/plain) in addition to the
  • AMPHTML MIME part (text/x-amp-html). The appropriate fallback version is displayed when the AMP part cannot be displayed
  • Must use valid AMP content in the AMP MIME part
  • Include the AMP MIME part before the HTML MIME part
  • The AMP MIME part must be smaller than 100KB

The second big announcement is that, in early June 2019, the Gmail engineering team will begin enabling AMP email on mobile devices (Gmail app for Android and Gmail app for iOS). The release will be gradually rolled out to all users over the few weeks after this date. No further action is required to enable recipients to receive AMP emails. For email marketers, this should be music to the ears! According to Litmus, mobile opens accounted for 46% of all email opens, followed by webmail opens at 35%, and desktop opens at 18%. With AMP email making a positive impact on engagement with desktop opens, I can’t wait to see the engagement uplift with the rollout to mobile devices!

Stay Tuned – Exciting Features to Come!

As announced at the end of the Google I/O presentation, we at SparkPost are cooking up a lot of really great features to make creating AMP emails manageable and more intuitive. Without giving too much away, keep an eye out about our new template side-by-side code editor! Get started with AMP email on SparkPost, and if you ever have feedback, I’d love to hear it, so please share!

Best,
Isaac