Requirements to send AMP Emails

Learn about AMP for email and requirements to send it

Emails have always been the most positive source of marketing to date. Now it has the potential to get much better with AMP for Emails. AMP was launched by google in 2015 as a way to make emails dynamic and emulate web page-like experience by enabling interactions to occur on the email as opposed to redirecting the recipient to alternate sources.

Table of Contents

  • What are AMP emails
  • What do you need to get started with AMP email
  • Regulations for AMP email
  • Authenticating Requests
  • Security Requirements
  • Email Testing Requirements
  • Debugging
  • Registering with Email Clients
  • Easy way to send AMP Emails with Mailmodo

What are AMP emails?

AMP(Accelerated Mobile Pages) functions via a novel and unique mark-up and infrastructure which allow interactive elements to be included in the email; for example carousels, forms, surveys & numerous lists format that are able to record submissions (RSVP) or can even act as meeting/appointment schedulers. AMP Messages, inclusive of standard HTML mark-up, provide a fallback for email clients that are not compatible with AMP technology.

What do you need to get started with AMP Emails?

There are certain requirements before you can create and send your first AMP Emails. Let’s take a look at the major hurdles that you need to cross to start using AMP emails, starting with building amp emails

Building AMP emails

The major requirement for AMP emails is to build an AMP email. Due to the lack of AMP support with major ESPs and Inbox providers, one needs to create AMP Emails by coding. However, as you start creating your first AMP email you will face numerous challenges as follows:

Challenges of AMP emails

1. Novel Technology: It is a new language to learn. AMP is a technique-sensitive technology that has exclusive prerequisites that need to be fulfilled.

2. Compatibility with ESPs: When it comes to AMP email, a third MIME-type will be needed(along with the HTML part {text/html} and plain-text version) which adds to the complexity of executing AMOs. Deployment of AMP - powered emails is not possible if the ESP’s do not support this third MIME-type

3. Difficulty in measuring emails performance: Elements such as hover-based event or CTR’s (click through rates) and other conventional and non-conventional email metrics cannot be measured and tracked in AMP-powered emails

4. Post-deployment updation: As one of the unique features in AMP emails, post-deployment updation of the email (changes in the AMP emails content even after hitting the Send Button), may result in the subscriber being confused, leading to trust issues in case the subscriber is not aware of the way AMP email work.

5. Time-Consuming: Email developers need to learn a specific skill set only to create an email body, which can be quite tedious and daunting looking at the output of the process.

Authenticating Requests

Dynamic personalized email content usually needs user authentication. Therefore, all HTTP requests made from inside AMP emails within Gmail are proxied and stripped of cookies in order to process user data. To authenticate requests made from AMP emails, you may use access tokens.

Security Requirements

Dynamic emails are subject to additional security requirements and restrictions to ensure safety and privacy.

1. Sender Authentication/ Whitelisting

AMP Emails are subjected to the following security protocols and certifications in order to ensure the authenticity of the Sender.

The email must pass

  • Domain Keys Identified Mail (DKIM) authentication.
  • Domain-based Message Authentication, Reporting and Conformance (DMARC) policy
  • Sender Policy Framework (SPF) authentication.

2. Transport Layer Security (TLS) Encryption

TLS is a cryptographic protocol that is designed to provide communications security through a computer network. To ensure the contents of the AMP email are encrypted in transit, one must TLS encrypt an email.

Email Testing Requirements

To verify the contents of an AMP email, you can test it prior to sending it. There are two options to testing an AMP email:

  1. Gmail’s AMP for Email Playground helps you draft, preview, and send your AMP emails to your own account for testing

  2. In the Developer's settings of your Gmail account, you can whitelist an email address through which you can send AMP emails for testing.


Enabling Debugging banners can help developers determine why and which parts of their emails aren’t displaying as AMP emails. In order to enable the debugging banner for a specific email, you must whitelist the sender's address in your developer settings and then refresh the page.

Registering with Email Clients

One of the most important steps to send AMP Emails is to register with your email client in order to whitelist your domain. Whitelisting is critical as it shows your emails to be safe to deliver to the subscribers’ inbox bypassing all the spam filters in place, hence domain whitelisting is essential in sending AMP emails.

As of now by only the below three email clients:

  • Gmail
  • Yahoo Mail

Following are the prerequisites to get started with for registering with email clients:

  • To authenticate your email address you need to use DKIM, SPF, and DMARC

  • Use Correct HTTP headers as laid down in the Security requirements of Gmail

  • Review the contents of your AMP email before sending the email to google

  • The email should be sent from Static IP address

  • SPF and DKIM must be checked through Email authentication

  • The Example email should be a real production quality email

  • You must abide by the guidelines laid out by Gmail Bulk sender

  • The email must contain low spam complaint

To learn more about this refer to this article: Registration process.

Easy way to send AMP emails through Mailmodo

There is so much hard work and skills needed to send an amp email. It is a task for most of us to comply with all the requirements.

Are your emails getting the better of you? Mailmodo is here to stem the tide

Mailmodo is a brand-new ESP focused on bringing interactive experience in emails. It allows users to send emails by helping create dynamic, actionable experiences within the email itself. We are doing this by building an Email service based on the AMP framework. This allows Mailmodo to create emails with web page-like interactivity right inside the user inbox, thereby increasing engagement and conversions multifold.

Some of the Core features of Mailmodo Platform include the following:

  • Sending Interactive emails to users with capabilities to conduct surveys, book demos, take quizzes, get reviews and generate leads

  • A drag and drop, no-code email editor that helps to build AMP emails without the need for coding.

  • A Free template library that covers a variety of use cases and Email Automation and segmentation for sending emails seamlessly

  • Mailmodo Helps in Delivering dynamic and personalised content to your users.

  • It also helps in Reporting dashboard that measures the quality of your email campaigns across all important KPI’s

  • Mailmodo accommodates A/B testing and Integrations with a range of tools

  • There is also no sending limits on the number of emails so you can send as many emails as you wish to

  • Mailmodo provides best in class deliverability

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