What are best practices for AMP emails with interactive elements?

Start by designing your HTML fallback first. The fallback should be a complete, effective email on its own-because for most recipients, it IS the email. Only after your HTML version is solid should you add AMP enhancements. Treat AMP as progressive enhancement, not the primary experience.

Keep interactions simple and purposeful. Just because you can add interactivity doesn't mean you should. Each interactive element adds complexity, testing burden, and potential failure points. Choose interactions that genuinely improve user experience for your specific goal: a feedback form that eliminates click-through, real-time appointment availability, or in-email purchase completion. Avoid interactivity for its own sake.

Ensure your server endpoints are fast, reliable, and properly secured. AMP interactions that timeout, error, or respond slowly create frustrating user experiences that damage brand perception. Implement proper error handling with user-friendly messages. Test under realistic conditions-slow connections, high load, edge cases. AMP's promise is seamless in-email action; anything less than seamless undermines the entire value proposition. Reliability is non-negotiable.