What are AMPHTML advantages and risks?

Advantages of AMPHTML email center on engagement and conversion. Interactive elements reduce the steps between seeing a message and taking action-a survey completed in-email converts better than one requiring a click-through. Real-time content (live inventory, current pricing, shipping status) provides relevance that static emails can't match. For specific use cases like event RSVPs, order tracking, or appointment booking, AMP dramatically improves user experience.

Risks and challenges are equally significant. Development complexity is high: AMP has strict validation requirements, limited CSS support, and its own component library to learn. Testing burden doubles since you need robust HTML fallbacks for non-supporting clients. Email client support remains limited-Outlook, Apple Mail, and many others don't render AMP, meaning most audiences see the fallback anyway. Sender registration requirements with Gmail add another hurdle.

Security is a design constraint: AMP restricts JavaScript, external tracking, and certain content types to prevent malicious behavior. This limits flexibility. Finally, AMP content has expiration concerns-dynamic content may become stale or break if your server endpoints change. AMPHTML delivers genuine value for specific high-engagement use cases, but the investment only makes sense when your audience and use case align with its capabilities.