What is AMP for Email?

AMP for Email is a technology that enables dynamic, interactive experiences directly within the inbox. Unlike traditional HTML emails that are static once sent, AMP emails can display real-time content, support form submissions, allow in-email transactions, and update information each time the message is opened. Recipients can RSVP to events, browse product carousels, fill out surveys, and complete purchases-all without leaving their email client.

The technology originated from Google's Accelerated Mobile Pages project and was adapted for email in 2018. It uses a specialized markup language (AMPHTML) that restricts certain elements for security while enabling approved interactive components. AMP emails are sent as an additional MIME part alongside standard HTML, so non-supporting clients simply display the HTML fallback.

The appeal is reduced friction in user journeys. Instead of clicking through to a website to complete an action, users stay in familiar inbox territory. This can significantly boost conversion rates for specific use cases: appointment scheduling, feedback collection, e-commerce browsing, and real-time status updates. AMP transforms email from a notification medium into an action medium, but the technical complexity means it's not appropriate for every campaign.