Best practices, Dobre praktyki

AMP for email – an innovation in Gmail

EmailLabs Team, 26 July 2022


It would seem that when it comes to mailboxes, nothing can change or surprise us anymore. However, this is a very misleading statement. The email has been evolving for many years, continuing to introduce innovations and a range of benefits for its users.

Some time ago, there was another innovation from Google, which announced the implementation of AMP for email – delivering a fast-loading, and mobile-friendly email environment.

The emergence of AMP has started a major revolution in email, which opens up many possibilities for marketers. Officially, this option has been available to all Gmail users since 2018 but it is still not very popular and not everyone has heard of it. It’s worth considering how this technology will affect our mailboxes over time and, more importantly, how it will change the way they function.

What is AMP for email and how does it work?

AMP (Accelerated Mobile Pages), is an open source development technology, allowing any web developer to make original modifications and improvements to it. It allows fast rendering of web pages with static content, and the implementation itself allows the content of the web page to be adapted to the technical parameters of the device on which it is displayed.

The introduction of this solution in mailboxes has a significant impact on the design of more interactive messages, as well as the delivery of more valuable content to receivers.

AMP allows email to be better scaled and presented in a completely new way and thus provides freedom to users. Emails containing AMP components will resemble a web page, which can be viewed immediately in the inbox. In practice, this means, for example, that a form can be filled out directly in the email, without having to go to the website.

As an example, Google shows the Pinterest newsletter:



As can be seen in the example above, the user can view recommended content from Pinterest directly in Gmail and also pin it to their board.

Why is AMP in the email a revolutionary solution?

Emails are becoming more interactive and therefore allow for even more effective and engaging communication with the customer. As in the example mentioned above, we can tailor content according to our recipient’s preferences that will interest and inspire them to take action – in this case, to pin a graphic to their Pinterest board.

Here are selected examples of how this new technology can be adapted to email.

AMP in Email Marketing:

  • communicating the interactive offer of our online store
  • providing a direct virtual tour of the service
  • show the use and benefits of a particular product without having to go to a website to read more information
  • the ability to purchase a product directly from an email

AMP in Transactional Emails:

  • registration confirmation without redirecting to the browser
  • addition of an appointment or trip directly to Google Calendar after booking
  • offer to purchase additional products in the order confirmation email
  • the possibility of paying invoices directly in the confirmation email without having to navigate to the website

As an example of the use of AMP, we can point out websites such as which allow the addition of booked hotels and travel dates to Google Calendar. The relevant components will enable us to set up a reminder to ensure that we do not miss an appointment. All of this can be done in a few clicks directly from the email.

amp for gmail


Suppose, for example, that someone wants to schedule a meeting with you, but can’t see your calendar, so sends an email to find out the dates and times you are available. In the email, there is a form to coordinate the details. With AMP for email, you can respond interactively through the form, without having to click a link and be redirected to another page.

AMP for email can also help you do more in less time, allowing you to quickly attend events, view and interact with auctions and campaigns or complete a survey without leaving your mailbox.

AMP and Security

Email phishing, which has been popular in recent years, can, unfortunately, be a barrier to taking full advantage of the technology in the mailbox. Gmail will require companies to have a good reputation and authenticate senders with SPF, DKIM, and DMARC. However, will this be enough?

We see a lot of potential in this technology, but its use and value will be able to be verified by time and successive tests.

Do you have questions? Contact our BOK.

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