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Add interactivity to your email campaigns with AMP
Add interactivity to your email campaigns with AMP

Add AMP content to make your email campaigns interactive.

Gareth Burroughes avatar
Written by Gareth Burroughes
Updated over a week ago

Accelerated Mobile Pages (AMP) is a Google-originated initiative aiming to make the web a faster, more user-centric place by creating a set of lightweight web components for everything from image carousels to flying carpets for ads.

AMP for Email builds on the AMP format and applies it to email. You can't do everything in an email that you can do on the web, but here are some things you can do:

  • Place images in carousels and lightboxes

  • Add forms

  • Show menus in sidebars

  • Display relative dates and times

To see a full list of AMP email components, check out The AMP Component Catalogue.

AMP is great for programs and high-value campaigns

AMP campaigns have a higher production overhead than traditional HTML campaigns because they take longer to design, build and test. Therefore, we recommend using them as part of an automation program. This way, you gain value throughout the program's duration. Alternatively, you might use AMP for high-value campaigns, such as a new product or brand launch, where you can offset the higher-than-usual upfront costs.

Before you start

Things you need to know:

  • AMP content doesn't replace your HTML content

    AMP content is formed from traditional HTML and unique AMP for Email components. It is in addition to the plain text and HTML content that forms an email. In other words, the multipart email that gets sent when including AMP content is formed of three parts: plain text, HTML, and AMP.


  • AMP content won’t show for all your contacts

    AMP content only works in AMP supported email clients.

    All unsupported email clients will show the HTML content, or in a small number of cases, the plain text content instead. But as long as you create plain text and HTML versions of your email campaign, your contacts will always see valid content.

  • AMP emails need to be approved by Google

    Once you have your plain text, HTML and AMP content ready, you must submit it to Google for review. Sending it without approval will guarantee that all your contacts only see the plain text or HTML content. However, there are ways of sending AMP content to yourself for testing without approval. We cover how to do this later on.

Add interactive elements to your email campaigns

The recommended route to creating and sending AMP emails:

  1. Think about what your campaign is setting out to achieve.

  2. Enable AMP support in your account.
    To do this, expand the User menu, then go to Settings > General > Account settings. Under Features, select Enable AMP support for your email campaigns. To finish, select Save.
    This enables AMP support for all campaigns and all users in your account with the Edit campaigns user permission. You do not have to provide AMP content for every campaign, but it is possible for your users to do so.

  3. Design and build the HTML version of your campaign.

  4. Use the AMP playground to build your AMP version.
    You can also use the AMP playground to ensure your code is valid. You can include our `@…@` personalisation markers to personalise the AMP content.

  5. Add your AMP code to your campaign.
    To do this, edit your campaign (you'll see the HTML version in EasyEditor) and select Save & continue. On the next page, select the AMP version tab, and paste your content into the code editor.

  6. Get ready to receive test AMP content.
    Create a Gmail email address (or use an existing one), and set it to receive test AMP content.

  7. Test send the campaign to yourself.
    You should see the AMP version at the Gmail address you changed above, and the HTML or plain text versions everywhere else. Make changes as needed, going back to step 4 if you do.

  8. Send the campaign for approval.

  9. Wait for approval.
    The approval comes as an email sent to the email address you included on the approval form in step 8. Your campaign won’t send as an AMP campaign if you send it before approval is granted. If approval isn’t given and you need to make changes, go back to step 4.

  10. Send your campaign.
    Once approval is granted, you can send your campaign in the usual way. If approval is not granted, you must go back to Step 3 and make the appropriate changes.

Reporting for AMP campaigns

After you send an email campaign with AMP content, you'll see additional reporting metrics in the email reports.

As well as your normal engagement and interaction metrics, you also see:

  • The number of clicks made from the AMP version of the campaign in the Top 10 clicks report

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