AMP Email limitations and How to Tackle them

AMP email has numerous benefits over traditional HTML emails. However, there are also some drawbacks that AMP emails carry with them.

In this guide, we will look at the limitations that are inherently present in AMP emails and what one can do about them.

Table of contents

• How AMP email was introduced

• Where does AMP Email work?

• Limitations of AMP for email

  • 1. It is a new language
  • 2. Lack of ESP support
  • 3. Performance tracking is difficult
  • 4. Dynamic updates in email content can be confusing
  • 5. Time-consuming to create AMP emails

• The verdict

• Conclusion

How AMP email was introduced

In the present times, the world values speed and ease over any other benefit. To address this need, Google decided to start a framework that doubles the speed of web pages and thereby improves efficiency. Consequently, AMP was introduced. This brought improved speed and increased visibility, which enhanced visitor engagement on a website.

Keeping in mind the same benefits, AMP for email was introduced to add dynamic and interactive elements like image carousels, GIFs, actionable forms, etc., in regular, static email. It helps provide the subscriber with a web page-like experience without ever leaving the inbox.

Where does AMP Email work?

As AMP is a product of Google, it works perfectly well in Gmail, and it can also be enabled in G-Suite. You must also note that it works for Gmail on Android and iOS devices. Furthermore, Yahoo mail and the Russian email client Mail.ru support it. As Verizon Media supports Yahoo mail, we may see AMP for emails in other clients like AOL and Verizon.net.

All of the email service providers mentioned above constitute major email opens for a US brand. This proves that AMP for email is available to most brands and marketers. However, while most people expected it to be welcomed with open arms, it found some resistance due to some of its bottlenecks.

Limitations of AMP for email

It turns out that AMP email does have a few limitations, which may cause some apprehension among people. Therefore, we also present alongside how we at Mailmodo have taken steps to remove or at best tackle these limitations.

The various disadvantages and limitations of AMP email are as follows:

1. It is a new language

If a native English man was told to learn French, it might take him years to learn it properly. Similarly, AMP requires a marketer to learn AMP Coding specifications and markup languages. Despite being an open-source technology that anyone can use, people would need to invest their time to learn it and implement it as intended or hire someone with coding skills to do it for them. Additionally, it has multiple prerequisites to be followed to use the language.

What can you do about it? This can be resolved by using Mailmodo, which lets you create an AMP email without coding skills. It can be done easily with a drag-and-drop editor for AMP emails in it.

2. Lack of ESP support

Generally, email marketers only need to use two MIME types to create HTMLemail. These two are parts and plain-text versions that they essentially have in the ESP. But, if they have to use the AMP platform for emails, they need a third MIME type. If the ESP does not support this MIME-type, it is impossible to use AMP to send emails.

What can you do about it? With the arrival of Mailmodo on the scene, this got changed, and now you can create and send AMP emails easily with Mailmodo.

3. Performance tracking is difficult

The main motive of using AMP for emails is to improve the platform's performance. But, AMP email makes tracking the campaign performance challenging for the marketer. AMP-empowered features like hover-based events are difficult to be measured with conventional methods.

What can you do about it? Mailmodo provides a comprehensive and definitive dashboard that contains all the traditional email analytics elements and new ones to track the AMP email features.

For example, you can check how many forms were submitted inside the email with form submissions.

4. Dynamic updates in email content can be confusing

One of the most important features of AMP is live content. It allows content to be updated even after deployment. However, while it improves interactivity, it may leave the subscriber confused. Most subscribers are unaware of this nuanced technology, and a constantly changing email may create trust issues and ambiguity.

What can you do about it? We are spreading awareness about AMP for emails with posts like this one to help people understand the features and benefits of AMP emails.

5. Time-consuming to create AMP emails

AMP for email doesn't follow standard coding practices, and one needs to develop a new set of expertise and skills. This is a time-consuming process. Moreover, most people are skeptical about learning a specific skill set just for creating an email.

What can you do about it? Mailmodo makes creating and sending AMP emails as easy as traditional email marketing, if not better. Moreover, we have added all the ESP features to help you set up your complete AMP email marketing ecosystem.

The verdict

AMP for email is a hot topic at present. Many people have apprehensions regarding this novel technology. However, nobody can argue that it does take the email experience a notch higher. They have already made a place for themselves in the email marketing campaign of many major organizations.

Related guide: Use Cases of AMP Emails

For example, Goibibo tested AMP for emails in their campaign. They included an option for hoteliers to "Reply to Reviews" from their checked-out guests within the email. Their B2B open rate for collecting these replies was 14%. After implementing AMP, their response rate shot up.

Conclusion

Despite the introduction of many new ways of communication, emails are still the most preferred and successful form of business communication. Every new technology seems daunting at first, but it survives and succeeds if it is useful enough. AMP for email is no different. So, have you decided to stick to the old ways, or would you like to join the revolution in the email marketing space using AMP emails with Mailmodo?