{"id":21879,"date":"2020-10-30T09:58:53","date_gmt":"2020-10-30T13:58:53","guid":{"rendered":"https:\/\/www.litmus.com\/?p=21879"},"modified":"2025-12-12T09:58:16","modified_gmt":"2025-12-12T14:58:16","slug":"amp-for-email-adds-developer-focused-features","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/amp-for-email-adds-developer-focused-features","title":{"rendered":"AMP for Email Adds Developer-Focused Features"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_5f9c18dde643a\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>Accelerated Mobile Pages (AMP) opened the door for <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/interactive-emails-top-trend-anyone-using\/\">interactive email<\/a> back in 2018 when <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/gmail-announces-native-support-dynamic-interactive-email-powered-amp\/\">Google first announced AMP support in Gmail<\/a>. Google recently held its annual <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/amp.dev\/events\/amp-fest-2020\/\">AMP Fest<\/a> event, laying out the future of the AMP platform and highlighting customer success stories from a variety of industries.<\/p>\n<p>The biggest news from AMP Fest 2020 <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/more-industry-heavyweights-announce-support-for-amp-for-email\/\">was upcoming support from more industry heavyweights<\/a> like Verizon Media and Salesforce. But hidden in the AMP for Email sessions were a few updates geared at making developers\u2019 lives easier.<\/p>\n<p>Here\u2019s what the AMP team announced to help you become more productive when coding and sending your AMP-powered email campaigns.<\/p>\n<h2>Updated CSS properties<\/h2>\n<p>Although it only took up one slide and a few seconds during the announcement video, Google\u2019s updated CSS support adds some extremely useful features for email developers.<\/p>\n<p>Folks can now use the following in their AMP emails:<\/p>\n<ul>\n<li style=\"font-weight: 400\">CSS grid<\/li>\n<li style=\"font-weight: 400\">Flexbox<\/li>\n<li style=\"font-weight: 400\">Animations<\/li>\n<li style=\"font-weight: 400\">Attribute selectors<\/li>\n<li style=\"font-weight: 400\">Negative margins<\/li>\n<li style=\"font-weight: 400\">Additional pseudo-class support<\/li>\n<\/ul>\n<p>CSS grid and flexbox are especially interesting, as both were designed to make complicated layouts easier to build. For email devs used to coding in tables, CSS grid and flexbox have the potential to save a lot of time and markup when coding AMP emails and could allow for more creative, non-traditional layouts.<\/p>\n<p>Regarding animations and negative margins, It\u2019s been difficult finding information on what\u2019s changed, but the updated support for both attribute selectors and pseudoclasses should make developers\u2019 lives easier, too. Especially in the case of pseudo-classes, where you can now target specific states like :hover and trigger additional CSS rules or states like :focus, :active, and :checked, all of which can help create more accessible experiences for subscribers.<\/p>\n<p>As always, the best place to learn more about everything AMP for Email has to offer is <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/amp.dev\/documentation\/guides-and-tutorials\/learn\/email-spec\/amp-email-css\/?format=email\">the official AMP documentation<\/a>. Looking to take AMP for a spin? Try out some of the new features like CSS grid in <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/playground.amp.dev\/?runtime=amp4email\">the AMP Playground<\/a>.<\/p>\n<h2>Other updates<\/h2>\n<p>Along with the new CSS features in AMP, Google Product Manager John Harmer announced some more changes that will help make AMP more useful for email senders and subscribers alike.<\/p>\n<h3>Easier registration<\/h3>\n<p>One of the major hurdles to sending AMP emails has always been the registration and verification process. Google requires senders to register with them before sending any AMP emails, along with setting up proper authentication on the sending server, and even submitting emails for review prior to sending. While all of that is still required, Google has consolidated and simplified much of that process with <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/go.amp.dev\/email-registration\/\">their updated registration page<\/a>.<\/p>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-21881\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-30-at-9.52.33-AM.png\" alt=\"\" width=\"656\" height=\"312\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-30-at-9.52.33-AM.png 656w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-30-at-9.52.33-AM-300x143.png 300w\" sizes=\"(max-width: 656px) 100vw, 656px\" \/>\n<p>Now, instead of jumping through multiple registration forms to get separately approved by Gmail, Yahoo! Mail, and Mail.ru, you can just go to go.amp.dev\/email-registration to get up and running. You\u2019ll start the verification process for all current email providers that support AMP as well as future providers, too.<\/p>\n<h3>File size limits<\/h3>\n<p>Gmail is famous for its file size limits in email. Any email that weighs over 102kb will run afoul of Gmail\u2019s clipping, and subscribers will see a message like the one below.<\/p>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-21880\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/10\/gmail-clipping.png\" alt=\"\" width=\"1633\" height=\"314\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/10\/gmail-clipping.png 1633w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/10\/gmail-clipping-300x58.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/10\/gmail-clipping-1024x197.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/10\/gmail-clipping-768x148.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/10\/gmail-clipping-1536x295.png 1536w\" sizes=\"(max-width: 1633px) 100vw, 1633px\" \/>\n<p>During AMP Fest, John Harmer announced that\u2014at least for AMP markup\u2014the limit has been raised to 200kb. While that new limit doesn\u2019t appear to apply to regular HTML emails, it is a smart move as Google continues to push more advanced AMP features that will require extra markup. Hopefully, we\u2019ll also see this new limit added to HTML emails soon.<\/p>\n<h2>Learn more about AMP and interactive email<\/h2>\n<p>Although it\u2019s been around for a few years now, AMP is still a relatively young technology and unfamiliar to a lot of email marketers. <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/?se=amp\">Spend some time going through our archive of posts on AMP for Email<\/a> and start exploring how you can use AMP-powered campaigns today.<\/p>\n<p>Not sure if you\u2019re ready to send AMP emails yet? Traditional interactive emails\u2014powered by HTML and CSS\u2014work in a lot of different email clients and provide an opportunity to create more engaging experiences without adding a new technology into the mix. Check out some of our most popular resources for creating interactive emails below:<\/p>\n<ul>\n<li style=\"font-weight: 400\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/interactive-email-for-beginners-6-interactive-elements-you-can-add-to-your-emails-today\/\">Interactive Email for Beginners: 6 Interactive Elements You Can Add to Your Emails Today<\/a><\/li>\n<li style=\"font-weight: 400\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-ultimate-guide-to-interactive-forms-in-email\/\">The Ultimate Guide to Interactive Forms in Email<\/a><\/li>\n<li style=\"font-weight: 400\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/interactive-hotspots-in-email-a-step-by-step-guide\/\">Interactive Hotspots in Email: A Step-by-Step Guide<\/a><\/li>\n<li style=\"font-weight: 400\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/fallbacks-for-interactive-email-how-to-combat-limited-support-for-interactivity\/\">Fallbacks for Interactive Email: How to Combat Limited Support for Interactivity<\/a><\/li>\n<\/ul>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":17,"featured_media":21884,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[106],"blog_category":[57,53],"class_list":["post-21879","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-gmail","blog_category-observations","blog_category-tips-resources"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>AMP for Email Adds Developer-Focused Features - Litmus<\/title>\n<meta name=\"description\" content=\"Discover the latest updates to AMP for Email and how they empower developers to create more dynamic and engaging email experiences. Learn more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.litmus.com\/blog\/amp-for-email-adds-developer-focused-features\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AMP for Email Adds Developer-Focused Features\" \/>\n<meta property=\"og:description\" content=\"Discover the latest updates to AMP for Email and how they empower developers to create more dynamic and engaging email experiences. 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