Deliver a Personalized Experience to Every Gmail Recipient

AMP stands for “Accelerated Mobile Pages,” initially launched by Google in 2016 as an open-sourced library to help publishers load pages or sites more quickly in mobile. It’s had a huge impact on SEO and now it’s ready for email. AMP for Email is the ability to combine dynamic, real-time, up-to-date content, and interactivity into a personalized individual experience for every Gmail recipient inside their inbox.

What does AMP for Email mean for Email Marketers and Developers?

For marketers, it means that users complete actions directly in the email rather than going off to a landing page, such as RSVPing to an event, taking a survey, verifying their email address, browsing an online catalog of your products, and more.

For developers, the logic is implemented in JavaScript. Styling can be customized easily via CSS3, and you can leverage various AMP elements from carousels to up-to-date fresh content. But to add it to existing emails, you just need to add a new MIME part with a content type of text/x-amp-html as a descendant of multipart/alternative. For developers using SparkPost, we’ve rolled out support for AMP, and you can view documentation here.

What types of emails should use AMP?

In an earlier blog post, we gave a list of suggestions of how AMP for Email could best be used, however, here are some real-life examples and quotes from some of our customers who were part of the Google AMP beta program.

With, recipients can filter between domestic and international travel destinations.

Example of AMP-enabled email

With Pinterest, recipients can search for top board suggestions and add new pins to their boards, all within the inbox!

Example of Pinterest AMP-enabled email


Our other customers are currently experimenting with incorporating AMP into their email campaigns.

“We’re super excited to see how AMP transforms the email space and are looking forward to adding our product to the mix soon” – Makena, Product Manager, Zillow

What to look out for when using AMP for Email?

Before you get super excited about adding AMP to your emails, you’ll want to stop and think about how exactly you want to thoughtfully add AMP to enhance your readers’ experiences within the inbox. To be honest, recipients shouldn’t abruptly realize that their messages have been embedded with AMP content, but more so just an intuitive improvement within the email that should have been there from the start. Think of adding in the carousel component for giving customers: the option to preview the interior photos of an Airbnb rental or new home for sale on Zillow, a shipping status update button on a Fedex and UPS email, or the ability to search and browse without being kicked into a web browser.

Second, AMP content is dynamic and shouldn’t take away from the static nature that email users trust and expect when it comes to email. Confirmation numbers, invoices, purchase confirmations, flight information, calendar events are parts of an email that shouldn’t be dynamically updated and changed overtime, for the sake of users to go back and search their emails to recall certain information on transaction emails. However, adding in the ability to opt-in and subscribe or opt-out on transaction emails dynamically, could be a better transactional email use case. AMP should be used to better your customer’s experiences in the inbox.

More Essential AMP for Email Resources

Develop Your AMP For Email Expertise With These AMP Email Resources.