AMP for Email is a framework that allows interactive email experiences, such as forms, carousels, and dynamic content updates, inside supported email clients. Instead of a purely static HTML email, AMP enables certain interactive components to run in the email environment. It is a powerful idea, but it comes with strict requirements and limited client support.
How AMP Emails Are Structured
AMP emails are typically sent as part of a multipart email. That means the message includes multiple parts, such as a traditional HTML version and an AMP version. Because many clients do not support AMP, you must provide fallback content so the email still works everywhere. AMP should be treated as an enhancement, not a replacement.
Client Support and Rendering Considerations
Because AMP is limited, decide up front what success looks like. For example, you may use AMP only for a small subset of transactional use cases where interactivity is clearly valuable. If the HTML fallback already meets the goal, AMP may add complexity without measurable benefit.
AMP support is not universal. Some webmail environments, including Gmail rendering, have historically been important for AMP adoption, but availability and requirements can change. That means you should design your AMP experiences to degrade gracefully and ensure the core message and CTA still work in the HTML fallback. Testing matters more than usual because different clients may strip AMP parts entirely.
Security and Governance
Interactive email raises security concerns. AMP emails have strict rules around data fetching, allowed components, and sender authentication. That is why content security and related security practices matter. If your product offers AMP creation to customers, enforce guardrails and validation so users cannot create risky patterns that break client rules or cause deliverability issues.
AMP for Email and Topol
Topol supports structured email building workflows that help teams maintain reliable fallbacks and predictable output, which is essential when experimenting with AMP-enhanced templates. Learn more at Topol or create an account at Topol signup.