Creating Dynamic Emails with Google AMP

Creating Dynamic Emails with Google AMP

Unlock the Benefits of Google’s Accelerated Mobile Pages (AMP) in Your Emails with Kenscio

As soon as Google announced AMP-powered Emails earlier this year, the industry got a massive jumpstart! Accelerated Mobile Pages or AMP-powered emails are all set to revolutionize the methods of conventional email marketing. Brands like and Pinterest are already accelerating their email marketing with Google AMP technology.


However, there are very few marketing and industry experts catering AMP-powered emails to the brands and Kenscio is one of these first movers.


Before understanding how AMP-powered Emails can impact your email campaign deliverability and hence your entire email marketing strategy, let’s dive deeper into what AMP actually refers to and Unlocking the Benefits of Google’s AMP-Powered Emails with Kenscio.


AMP technology to send interactive, dynamic emails


What is AMP?

AMP for Email is an expansion of the AMP project that includes dynamic emails. It supports useful and interactive content within the email to provide a reviving and modern experience. AMP basically refers to an open-source HTML framework that can create the most engaging, interactive, and actionable email experiences. AMP-powered emails are faster and smoother loading on mobile devices. Above all, they are user-centric.


AMP-powered emails allow “rich engaging emails, making modern app features and functions available within the email.” as depicted by google


Since AMP is a standard created by Google, it works only in Gmail. Marketers will hence, need to learn the AMP for Email coding language. AMP does not follow standard HTML as it follows its own syntax. Another fact about AMP email is, they can be updated only post-deployment.


Use AMP technology to send interactive, dynamic emails – benefits of AMP-powered emails for businesses:  No matter who you are – be it a publisher, an e-commerce company, a storyteller, an advertiser or an email marketer, AMP makes it easier to create refreshing experiences for your audiences on the web.

  1. Users can interact with content without leaving the Gmail client and without visiting a website.
  2. Provides a great way to create web pages that are smooth, compelling, and load near instantaneously for users.
  3. Developed by Google and backed by Javascript, AMP is easy to build that helps reduce developer overhead
  4. It enables you to provide a constantly accelerated and fast experience across all devices and platforms.
  5. AMP for Email allows dynamic and live content
    AMP for Email allows dynamic and live content
  6.  You can personalise your emails with different media, links and attractive layouts making them dynamic and look like your mini mobile site.
  7. Enable recipients to browse and interact with content
  8. Increases user engagement as they get more done in less time spent without having to leave the email
  9. Security Feature is available in AMP.

Benefits of AMP-powered Emails for your users:

     # Audiences can scroll image carousels; they can even add items to the shopping cart which minimises the browsing time.

Audiences can scroll email image carousels

AMP Email scroll image carousels

     # Their buying experience gets a hike as they can open a product card in the mail, choose and buy the products then and there.

AMP email example

amp for email example

      # It works for them in a form of feedback or query as well. They can fill up a form or a questionnaire in the mail itself. They can also participate in surveys or polls right in the inbox.

      # Audiences can respond to comments in an Email itself.


AMP for Email helps you produce and share dynamic content like videos, graphics, GIFs etc. available on your Email. Your clients and users can browse important messages and interact with you in a moment!


AMP operational triggers your users to browse a catalog of an online store in less time or easily RSVP to an event or even fill a form without leaving your email client. Some brands are nailing AMP for Email and developing new experiences for their consumers!

    1.   It will notify the users to fill the empty fields or to fill valid data when clicked on Submit without filling any data or in case invalid data is filled.
    2. It will clear all filled fields with just a click on the Reset button
    3. It will even show the users a ‘Thank You’ message and the email ID which was filled in.

 AMP for Email developing new user experiences AMP for Email developing new user experiencesAMP Email for new user experiences


How will AMP change the way users interact with Emails?

The most promotional Email campaigns follow an interactive path like this one.


Let’s imagine where a user receives a promotional offer via Email from a brand. The interested user clicks the link, gets redirected to the product page on the website, and continues the transaction on the main website. The chances of this entire situation from clicking the link to completing the purchase or transaction are bleak due to extremely short attention spans!


Thanks to AMP Emails, there will soon be a change in the way users will engage with different brands, as all the interactions and transactions will happen within the Email client itself!


Take an example of you recently using a travel portal for booking your stay. Being a subscriber, the portal sends you an Email for a hotel feedback survey. How would you feel doing the same on a busy day when you can’t spend a lot of energy and time browsing the internet, wait till the webpage loads and you fill it out for submission. Now, here comes the real twist. AMP-powered Emails can enable you to fill the survey form on your Email itself, without getting redirected to the travel site. How cool would that be? Yes, you know the answer.


Currently, all these features are being rolled out in the Gmail web client. Later on, they will be provided on mobile as well. Gradually, with increasing benefits and enhanced experience for the users, other ISPs like Yahoo, Outlook, and, etc. will not wait to support it. Thinking to explore more with an expert?


Reach out to Kenscio, as we can get your email game set up to send AMP emails with our best practice recommendations and can code them for you as well.



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