Most emails are static. You open them, read them, and then click a link to take action. AMP Email changes that. It lets people do simple actions inside the email itself. That can include picking a time slot, answering a quick question, or submitting a small form, without leaving the inbox. Google describes AMP for Gmail as a dynamic email format that lets senders include AMP components so recipients can interact with content directly inside the message.
In this complete guide, you will learn what AMP Email is, how it works behind the scenes, where it is supported, what you must set up, and what to avoid so it stays safe and reliable.
What Is AMP Email in Simple Words
AMP Email is an email that can show interactive content inside the inbox.
A normal email usually has two versions:
Plain text version
HTML version
An AMP Email adds a third version:
AMP version
This AMP version can include a limited set of interactive elements that work inside supported email clients. The AMP project explains that AMP for email allows senders to include AMP components inside emails so recipients can interact within the message.
Important point: AMP Email is not shown everywhere. If the inbox does not support it, the email client shows the normal HTML or plain text version instead.
Why AMP Email Exists
People ignore emails when taking action feels hard.
A normal email often forces extra steps like:
Open email, click link, wait for page, fill form, submit.
Each step loses people.
AMP Email reduces friction by bringing small actions into the email. That can increase engagement and speed up decisions, especially for things like scheduling, surveys, confirmations, and quick requests.
How AMP Email Works
1. One email contains multiple versions
AMP Email uses a standard email structure where multiple versions of the same message are included. Email clients choose the best version they can render.
Many guides and providers explain that AMP content is added as a MIME part with content type text/x-amp-html under multipart/alternative, alongside the existing HTML or plain text parts.
In very simple terms, you send one email that includes:
• Plain text for maximum compatibility
• HTML for normal email clients
• AMP for supported email clients
2. The email client chooses what to display
If the email client supports AMP for Email, it can show the AMP version. If not, it shows the HTML or plain text fallback.
This fallback behavior is a core part of AMP Email safety. It ensures the email still works everywhere, even when AMP is not available.
3. The AMP part can show interactive elements
AMP Email supports a subset of AMP components that are allowed in email. The goal is to keep things secure and predictable while still allowing useful interactions.
Common examples include:
• Buttons that trigger an action
• A small form to submit a response
• Dynamic content that updates
• A list that refreshes with new data
4. Some interactions can connect to your server
If you use forms or dynamic data, the AMP email can make requests to your server endpoints. Your server returns data that updates what the user sees inside the email.
This is how an AMP email can show fresh content like current order status or available meeting times.
AMP Email Support and Compatibility
AMP Email is supported by a limited set of email platforms. The AMP project maintains a list of supported email platforms and clients.
In practice, AMP support is still not universal. Compatibility trackers show that only a portion of total email clients support AMP rendering, while many common clients do not.
What this means for you
You must always design AMP emails with strong fallbacks. Your HTML version must still look good and still work even if AMP is not shown.
AMP should feel like an upgrade, not a requirement.
The Most Important Rule: Always Include Fallback Content
If you send only AMP content, many recipients will see a broken or empty experience.
A safe AMP email always includes:
• A clear plain text version
• A complete HTML version
• The AMP version as an extra
This is also why many platforms stress the importance of having fallback content for clients that do not support AMP.
Registration and Approval: Why You Cannot Just Start Sending AMP Emails
AMP Email is powerful, so major email providers require sender registration and approval.
Gmail registration
Google states you must register with Google for each sender email address you use for dynamic emails.
Until you are registered and approved, Gmail users may not see the AMP version.
Global sender registration
AMP also documents a sender registration process intended to allowlist senders across supporting clients.
Yahoo and Mail ru registration
Yahoo provides its own guidance for enabling AMP emails in Yahoo Mail, including building, testing, and registering.
Mail ru also has its own AMP mail documentation for senders.
So the safe mindset is:
You build AMP email, test it, register senders, then launch.
What You Need Before You Use AMP Email
1. Strong email authentication
Even though AMP Email is about interactivity, deliverability still depends on trust.
You should have:
• SPF
• DKIM
• DMARC
Some platform docs and deliverability guides also note that AMP senders are expected to meet authentication and sender trust requirements.
2. A sending system that can include AMP MIME parts
Your email sending method must support multipart emails and custom MIME parts. Many email service providers can do this through their APIs, templates, or raw email sending.
For example, AWS has published guidance on using AMP with Amazon SES, showing that AMP emails can be sent through SES when properly constructed.
3. A secure endpoint if you use forms or dynamic data
If your AMP email makes requests to your server, your endpoint must be built to support AMP email rules and security requirements. Providers often require proper headers and CORS behavior for AMP email requests.
What AMP Email Can Do
Here are practical actions AMP Email enables inside supported inboxes.
Interactive scheduling
Instead of sending a link to a calendar page, you can show available times inside the email. The user selects a slot, and your system confirms it.
This reduces steps and can increase conversions.
Quick polls and surveys
You can ask one simple question and let users pick an option inside the email.
Example uses:
• Are you interested
• Which plan fits you
• Which topic do you want next
Small forms inside email
AMP forms allow users to submit basic information without leaving the inbox.
This is useful for:
• RSVP confirmations
• Requesting a quote
• Updating preferences
• Asking for details
Live updating content
AMP Email can update parts of the email content so the user sees fresh information.
Examples include:
• Current order status
• Latest pricing or availability
• Recent account activity
Mail ru also describes AMP emails as allowing updates in real time and enabling actions directly within the message.
Why AMP Email Can Improve Engagement
AMP Email can improve engagement for a simple reason: it reduces effort.
People are more likely to take action when it feels easy.
AMP can help because it:
• reduces clicks
• speeds up decisions
• makes the email feel modern and useful
• supports small actions that lead to replies or conversions
Google also highlights that AMP for Email brings modern app functionality into email.
AMP Email Limitations You Must Know
AMP Email is not magic. It has real limits.
Limited client support
Many email clients do not support AMP rendering.
So AMP cannot be your only experience.
Registration required
For major providers, you must be approved. Google requires registration per sender email address.
Yahoo also requires registration steps for AMP email.
You must follow strict security rules
AMP Email is restricted for safety. You cannot run arbitrary scripts like a website. You must follow AMP rules and approved components.
Testing takes more effort
You must test AMP rendering, fallback HTML rendering, and plain text rendering. You also need to test what happens when the user action endpoint is slow or unavailable.
How to Build an AMP Email
This section gives you the practical build flow in simple steps.
Step 1. Start with a normal HTML email that works
Before AMP, make sure your HTML email:
• is readable on mobile
• is short and clear
• has one main goal
• works without images
This becomes your fallback.
Step 2. Add the AMP version as an extra layer
Your AMP version should match the same message but add the interactive part.
Keep the AMP interaction small. One action is usually best.
Examples:
• pick one option
• submit a short form
• select one time slot
Step 3. Keep the plain text version simple and complete
Plain text is your safest version. Some people still read it, and many systems use it for preview.
Step 4. Verify the email MIME structure
Many providers and guides explain that AMP must be included as a text/x-amp-html MIME part under multipart/alternative with HTML and plain text fallbacks.
Here is a very small reference view in a code block so you understand the structure:
multipart/alternative
text/plain
text/html
text/x-amp-html
Step 5. Test in supported inboxes
Use supported email clients to confirm the AMP part renders and the fallback still looks correct.
Step 6. Register and allowlist your sender
For Gmail, register each sender email address as Google requires.
For Yahoo and Mail ru, follow their registration steps.
Also consider the global sender registration flow described by AMP.
Best Practices for Safe AMP Emails
Keep the AMP action small
AMP emails work best when they do one thing.
A long complex interaction can confuse users and create more failure points.
Always make the email usable without AMP
Your HTML fallback should still have:
• the main message
• a normal link option if needed
• a clear call to action
Use real sender trust signals
Make sure your domain is authenticated and has a clean sending reputation. AMP approval and long term deliverability depend on trust.
Avoid over tracking
Focus on meaningful outcomes like replies and conversions. Heavy tracking can increase suspicion and can reduce trust.
AMP Email Use Cases That Make the Most Sense
AMP Email is best when the email action is simple and time sensitive.
Good examples:
• confirm attendance
• choose a meeting slot
• update preferences
• answer a quick question
• request a specific resource
Less ideal examples:
• long multi page workflows
• complex checkout flows
• heavy content that depends on many API calls
FAQs
Is AMP Email supported everywhere
No. Only some email platforms support AMP rendering. The AMP project lists supported platforms, and compatibility data shows many clients do not support AMP.
Do I need to register before sending AMP emails in Gmail
Yes. Google says you must register with Google for each sender email address you use for dynamic emails.
Do I still need HTML and plain text if I use AMP
Yes. Fallback is required for compatibility and safety. Many guides also stress the need for fallback content.
Can AMP Email improve engagement
It can, because it reduces steps and lets users take action inside the email. Google describes AMP for Email as bringing modern app functionality into email.
Can I send AMP Emails using an email service like Amazon SES
Yes, if you build the email correctly. AWS has shared guidance on using AMP with Amazon SES.
Conclusion
AMP Email is an interactive email format that adds a third version of your message, the AMP part, alongside HTML and plain text. Supported email clients can show the AMP version, which lets recipients take simple actions inside the inbox.
To use AMP Email safely, always follow these rules:
• build strong HTML and plain text fallbacks
• add AMP as an upgrade layer
• register and allowlist your sender for Gmail and other supporting clients
• keep authentication strong and maintain clean sender reputation