{"id":45791,"date":"2022-04-15T09:00:00","date_gmt":"2022-04-15T13:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=45791"},"modified":"2024-12-09T15:37:29","modified_gmt":"2024-12-09T20:37:29","slug":"amp-for-email","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/amp-for-email","title":{"rendered":"AMP for Email: A Place in Every Marketing Playbook"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_ae9a629897cbdb667948a55b8f93144b\" 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><i>This article originally appeared on <\/i><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.retailtouchpoints.com\/topics\/digital-marketing\/email-marketing\/why-amp-for-email-has-a-place-in-every-email-marketers-playbook\" target=\"_blank\" rel=\"noopener\"><i>Retail TouchPoints<\/i><\/a><\/p>\n<p>Originally developed by Google in 2015, accelerated mobile pages (AMP) is open source technology designed specifically to boost how fast pages load on smartphones and tablets.<\/p>\n<p>Three years later, Google introduced AMP for Email, which enables senders to include AMP components to <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/fallbacks-for-interactive-email-how-to-combat-limited-support-for-interactivity\/\" target=\"_blank\" rel=\"noopener\">create interactive email experiences<\/a> for recipients.<\/p>\n<p>AMP for Email has continued to improve functionality, providing email marketers with a slew of personalization and interactivity capabilities\u2014adding loads of features to the inbox. Rather than a bland static email, brands can generate leads more easily and nurture cold leads with interactive email conversations.<\/p>\n<p>AMP for Email allows marketers to send surveys and <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/four-types-of-data\/\" target=\"_blank\" rel=\"noopener\">collect data<\/a>, too. Finally, email marketers can conduct <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/reengagement-winback-emails\/\" target=\"_blank\" rel=\"noopener\">abandoned cart campaigns <\/a>or increase sales with email shopping carts and payment options.<\/p>\n<h2>Who\u2019s on board with AMP for Email?<\/h2>\n<p>AMP for Email is a smart approach marketers can use to create dynamic, efficient user experiences and engagement. The servers receive fresh content from remote endpoints to update email contents updated in real time. It supports and enables a range of interactive features within advertising email campaigns and uses a markup that works with HTML and CSS.<\/p>\n<p>In addition to Google\u2019s Gmail, Mail.ru, AOL Mail and Yahoo Mail also support AMP. Salesforce also addressed support for building and sending AMP emails in 2021. The technology eliminates (or greatly reduces) the need for recipients to click away from their emails through to a website, and its uses are endless.<\/p>\n<h3>Some AMP for Email features include the ability to:<\/h3>\n<ul>\n<li aria-level=\"1\">Build out carousels to include auto-scrolling and sliders.<\/li>\n<li aria-level=\"1\">Add animation to emails.<\/li>\n<li aria-level=\"1\">Improve accessibility with refined features and added support for attribute selectors and pseudo-class support.<\/li>\n<li aria-level=\"1\">Provide location-based or only current, <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/best-live-emails-2021\/\" target=\"_blank\" rel=\"noopener\">live content<\/a> to offer the most up-to-date information.<\/li>\n<\/ul>\n<p>AMP has the potential to revolutionize traditional email marketing by increasing engagement and conversions. For example, now customers can take a survey directly from an email. They can respond to invitations, browse and explore content without going to a website, zoom in on and review products, reply to comments and so much more.<\/p>\n<h2>An AMP for Email use case<\/h2>\n<p>Here\u2019s one scenario for an e-commerce website: Someone gets an email advertising a few shirts. They like the style but they want to learn more: do the shirts come in different colors? Do they have the right size? Are they in stock? Are they still on sale? An email using AMP can provide up-to-the-minute, accurate information on inventory and pricing. Because let\u2019s face it\u2014there\u2019s nothing worse than finding a really neat item and navigating to the website only to discover it\u2019s out of stock or no longer on sale. It\u2019s a missed opportunity for the retailer, whose email could have said, \u201cWe had this neat shirt but it\u2019s out of stock\u2014here are a few alternatives you might also like.\u201d<\/p>\n<p>Consumers appreciate engaging with email directly and not having to click on a link. And AMP offers brands the ability to show sales in real time, with quantities updating as inventory changes. Even more handy is the ability to search for specific products by pricing or name, browse a specific section of the website and add an item to the cart without ever leaving the email.<\/p>\n<h2>Putting AMP for Email to work<\/h2>\n<p>Emails consist of several parts. We started with the <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/best-practices-for-plain-text-emails-a-look-at-why-theyre-important\/\" target=\"_blank\" rel=\"noopener\">plain text email<\/a> that evolved to the HTML emails used today. But now we have a third part\u2014a third document sent in the email: the AMP document. It\u2019s the area where marketers can embed forms, have animated image carousels and include like buttons, social polls and quizzes.<\/p>\n<p>This interactivity includes a whole host of opportunities to better engage with audiences. It can even shorten marketing and sales funnels by enabling users to take action within the email itself. No more going to a webpage and jumping through hoops before converting. That\u2019s where the opportunity lies.<\/p>\n<p>Regardless of industry\u2014and whether they\u2019re B2B or B2C\u2014companies using AMP-powered emails stand out from the crowd (and competition). AMP elevates customer experiences, making emails more powerful, useful and engaging. Sales teams can use AMP emails to generate and nurture more leads, thanks to its interactivity.<\/p>\n<p>Marketers and brands can gather customer insights by creating NPS and CSAT questionnaires within AMP for Email. This approach requires fewer clicks and taps, enabling customers to quickly and easily send feedback within the email body itself and thus providing more insight for the company.<\/p>\n<p>Using native interactive calendars or integrations with widgets like Zoom and Calendy empowers clients and prospective customers to book meetings for product demos, register for webinars or conferences, request support calls or appointments with ease \u2014 right from the email.<\/p>\n<p>Interactive promotional email campaigns conducted via AMP emails can help e-commerce businesses improve their cart recovery rates by including a checkout option in the email body. While customers still can\u2019t complete a purchase in the email, the button to check out does reduce the distance between buyers and payment gateways.<\/p>\n<p>Brands <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/the-ultimate-newsletter-toolkit\/\" target=\"_blank\" rel=\"noopener\">using newsletters to connect with current and potential customers<\/a> can add a little spark with AMP for Email. Interactive emails can include animation, auto-scrolling or sliders to provide seamless reading experiences.<\/p>\n<p>Brands looking for social proof and to encourage social media participation can use AMP for Email, too, by including a quiz or poll directly in the email that displays results immediately. Or marketers can include a button to count likes, similar to Facebook. These interactive <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-cta-copy-tips\/\" target=\"_blank\" rel=\"noopener\">CTAs<\/a> not only indicate whether recipients have actively responded to email content but also enable marketers to track their more engaged readers. And readers can see what percentage of people voted the same way or differently. It\u2019s a fun way to increase the social element while building community right in the email.<\/p>\n<p>AMP for Email offers an untapped potential as the next email standard. Its engagement and interactivity positively impacts email marketing campaigns and proves that email isn\u2019t dead (or dying). Email remains a valuable communication tool for cultivating relationships, attracting new clients, building credibility and trust, boosting sales, delivering messages, promoting goods and services, generating leads and much more. AMP for Email helps brands to achieve those goals.<\/p>\n<div class=\"cta\">\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px 10px 20px 20px;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-43741\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/02\/litmus-personalize-content-automation@2x.png\" alt=\"Photo of Litmus Personalize\" width=\"1380\" height=\"724\" \/><\/td>\n<td class=\"block-2\" style=\"padding: 20px 20px 20px 10px;\">\n<p class=\"zero\"><strong>Create individualized email experiences at scale<\/strong><\/p>\n<p class=\"zero\">Get powerful results with uniquely personalized, engaging email experiences that boost customer loyalty and drive revenue with Litmus Personalize.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">Learn more<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":46603,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[478,381],"blog_category":[53],"class_list":["post-45791","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-design","tag-personalization","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: A Place in Every Marketing Playbook - Litmus<\/title>\n<meta name=\"description\" content=\"AMP for email adds email interactivity in the message to encourage engagement and conversions. Learn how it works and different use cases for it.\" \/>\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\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AMP for Email: A Place in Every Marketing Playbook\" \/>\n<meta property=\"og:description\" content=\"AMP for email adds email interactivity in the message to encourage engagement and conversions. Learn how it works and different use cases for it.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.litmus.com\/blog\/amp-for-email\" \/>\n<meta property=\"og:site_name\" content=\"Litmus\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/litmusapp\" \/>\n<meta property=\"article:published_time\" content=\"2022-04-15T13:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-09T20:37:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/04\/Why-AMP-for-email-belongs-in-your-playbook1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1380\" \/>\n\t<meta property=\"og:image:height\" content=\"725\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@litmusapp\" \/>\n<meta name=\"twitter:site\" content=\"@litmusapp\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"AMP for Email: A Place in Every Marketing Playbook - Litmus","description":"AMP for email adds email interactivity in the message to encourage engagement and conversions. Learn how it works and different use cases for it.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.litmus.com\/blog\/amp-for-email","og_locale":"en_US","og_type":"article","og_title":"AMP for Email: A Place in Every Marketing Playbook","og_description":"AMP for email adds email interactivity in the message to encourage engagement and conversions. Learn how it works and different use cases for it.","og_url":"https:\/\/www.litmus.com\/blog\/amp-for-email","og_site_name":"Litmus","article_publisher":"https:\/\/www.facebook.com\/litmusapp","article_published_time":"2022-04-15T13:00:00+00:00","article_modified_time":"2024-12-09T20:37:29+00:00","og_image":[{"width":1380,"height":725,"url":"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/04\/Why-AMP-for-email-belongs-in-your-playbook1.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_creator":"@litmusapp","twitter_site":"@litmusapp","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.litmus.com\/blog\/amp-for-email#article","isPartOf":{"@id":"https:\/\/www.litmus.com\/blog\/amp-for-email"},"author":{"name":"litmusadmin","@id":"https:\/\/www.litmus.com\/#\/schema\/person\/558abbd8f270d945597fe17cbc04e4f2"},"headline":"AMP for Email: A Place in Every Marketing Playbook","datePublished":"2022-04-15T13:00:00+00:00","dateModified":"2024-12-09T20:37:29+00:00","mainEntityOfPage":{"@id":"https:\/\/www.litmus.com\/blog\/amp-for-email"},"wordCount":9,"publisher":{"@id":"https:\/\/www.litmus.com\/#organization"},"image":{"@id":"https:\/\/www.litmus.com\/blog\/amp-for-email#primaryimage"},"thumbnailUrl":"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/04\/Why-AMP-for-email-belongs-in-your-playbook1.jpg","keywords":["Design","Personalization"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.litmus.com\/blog\/amp-for-email","url":"https:\/\/www.litmus.com\/blog\/amp-for-email","name":"AMP for Email: A Place in Every Marketing Playbook - Litmus","isPartOf":{"@id":"https:\/\/www.litmus.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.litmus.com\/blog\/amp-for-email#primaryimage"},"image":{"@id":"https:\/\/www.litmus.com\/blog\/amp-for-email#primaryimage"},"thumbnailUrl":"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/04\/Why-AMP-for-email-belongs-in-your-playbook1.jpg","datePublished":"2022-04-15T13:00:00+00:00","dateModified":"2024-12-09T20:37:29+00:00","description":"AMP for email adds email interactivity in the message to encourage engagement and conversions. Learn how it works and different use cases for it.","breadcrumb":{"@id":"https:\/\/www.litmus.com\/blog\/amp-for-email#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.litmus.com\/blog\/amp-for-email"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.litmus.com\/blog\/amp-for-email#primaryimage","url":"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/04\/Why-AMP-for-email-belongs-in-your-playbook1.jpg","contentUrl":"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/04\/Why-AMP-for-email-belongs-in-your-playbook1.jpg","width":1380,"height":725,"caption":"how amp for email adds interactivity and interest to an email subscriber's experience"},{"@type":"BreadcrumbList","@id":"https:\/\/www.litmus.com\/blog\/amp-for-email#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.litmus.com\/"},{"@type":"ListItem","position":2,"name":"AMP for Email: A Place in Every Marketing Playbook"}]},{"@type":"WebSite","@id":"https:\/\/www.litmus.com\/#website","url":"https:\/\/www.litmus.com\/","name":"Litmus","description":"Are you getting the most out of your email marketing?","publisher":{"@id":"https:\/\/www.litmus.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.litmus.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.litmus.com\/#organization","name":"Litmus Software","url":"https:\/\/www.litmus.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.litmus.com\/#\/schema\/logo\/image\/","url":"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/04\/featured-image.png","contentUrl":"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/04\/featured-image.png","width":600,"height":314,"caption":"Litmus Software"},"image":{"@id":"https:\/\/www.litmus.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/litmusapp","https:\/\/x.com\/litmusapp"]},{"@type":"Person","@id":"https:\/\/www.litmus.com\/#\/schema\/person\/558abbd8f270d945597fe17cbc04e4f2","name":"litmusadmin"}]}},"acf":[],"_links":{"self":[{"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/posts\/45791","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/comments?post=45791"}],"version-history":[{"count":11,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/posts\/45791\/revisions"}],"predecessor-version":[{"id":107100,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/posts\/45791\/revisions\/107100"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/media\/46603"}],"wp:attachment":[{"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/media?parent=45791"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/tags?post=45791"},{"taxonomy":"blog_category","embeddable":true,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/blog_category?post=45791"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}