What is AMPHTML vs traditional HTML email?

Traditional HTML email is fundamentally static. The moment you click send, the content is frozen. The uimages, text, and links remain exactly as they were at send time. If product prices change, inventory sells out, or events fill up, the email shows outdated information. Recipients see the same content whether they open immediately or weeks later.

AMPHTML email is dynamic. It can fetch fresh content from your servers each time the email is opened, displaying current pricing, live inventory, real-time shipping status, or up-to-date event availability. Forms can submit data and show confirmation without leaving the inbox. The same email can show different content to different recipients based on when they open it or their current status in your systems.

The technical distinction lies in server communication: traditional HTML can only link to external resources, while AMPHTML can actively request and display data from approved endpoints. This transforms email from a static notification into a mini-application living in the inbox. AMPHTML isn't a replacement for traditional HTML-it's an additional capability for scenarios where static content isn't enough. Know which scenarios those are before investing.