AMP

AMP is a way to make emails act more like simple web pages. It lets people do things like submit a form, flip through product cards, or confirm an event without leaving the inbox. Only a few email clients support it, mostly Gmail and Yahoo Mail. Everyone else just sees the normal HTML version.

For teams that send complex product or account emails, AMP can smooth out friction. People can take one clear action inside the email, which can improve response rates for things like surveys or bookings. It can also keep data more up to date, since content can refresh when the email opens. The tradeoff is the extra development work and testing across clients.

If you test AMP, start with one simple use case like a single question survey or a basic product picker. Always build a clean HTML fallback so the email still works in Apple Mail and Outlook. Track results by comparing a standard HTML version with the AMP version on a small segment first. Only roll it out wider if you see a clear win.