Accelerated Mobile Page (AMP) technology is a set of HTML tags backed by JavaScript. This technology is primarily used to speed up the loading of web pages on mobile devices.

Emails created using AMP look like autonomous web pages. Here’s what email readers are able to do directly in the email, without opening a web page:

Shop online,

Browse different product catalogs,

Leave feedback about products,

Book rooms,

Take a survey,

Solve a crossword puzzle, and so on.

AMP started as an effort to help publishers, but as its capabilities have expanded over time, it’s now one of the best ways to build rich webpages. With this came the opportunity to modernize one of the most popular places where people spend their time: email. — Aakash Sahney, Product Manager, Gmail

As of August 2020, AMP technology is supported by Gmail and Mail.ru, both on desktop and mobiles. Other large email services, such as Yahoo Mail, Outlook, are going to support AMP technology too.

In addition, the technology has already been adopted by a number of large online platforms, including Booking.com, Doodle, and Pinterest. It’s clear that in the nearest future we’ll see a large number of new brands join this list.

If the mail service doesn’t support AMP, the email will be displayed in the standard HTML5 format. This means that every subscriber will still receive your message regardless of which mail service they use.

Important! You should ask Google Support to whitelist the address from which you are going to send emails (you can read about it in our article How to Apply for Sending AMP-Powered Emails within Gmail.)

AMP emails have the potential to transform the traditional marketing email genre, and this is attracting the attention of both recipients and marketers. We will show what opportunities are opened by the use of AMP elements with the most interesting examples.

eSputnik

Since our editor has ready-made blocks and templates for emails, we’ve become the pioneers of new technologies ourselves. Today eSputnik has already configured such AMP elements as:

With their help, any of our clients can make, for example, such interactive mailings:

By easily adding an AMP block to an email, you will receive a detailed report on its effectiveness at the end of the campaign.

Email-Competitors

One of our clients is Email-Competitors, a platform with a collection of the best newsletters. Who, if not the marketers of this service, understand the main trends in the design of emails? And they really do :)

For example, their Christmas newsletter convincingly proves that the Christmas tree can be decorated not only at home or in the office, but also directly in the email:

You want to use the promo code even more if you get it yourself. This puzzle was implemented using an AMP carousel: if you rotate all the cards correctly, you will get a discount code.

AMP newsletters from Email-Competitors make you want to open every email from the company in anticipation of new cool quests :)

Stripo.email

Email editor Stripo.email's marketers amazed subscribers with a series of online quizzes using AMP. The purpose of the newsletters was to popularize the possibilities of the new technology and to develop universal gamification mechanisms.

In the first email, subscribers had to choose the correct answers to the proposed questions:

The second email was a puzzle that could be solved right in the email:

Email crossword completed the campaign:

The campaign received a lot of positive feedback and generated a wave of AMP connectivity requests.

Doodle

Doodle is an online meeting management tool. Polls with variants of place and time of event help to choose the best option for all participants.

Usually, to fill out such surveys, a user needs to go to a separate web page. The AMP technology changes everything.

Below, you can see the image of the survey which was conducted in Doodle.

When users click Continue, they’re asked to choose a convenient time. Other group members will see this information in real time.