What is AMP again?
AMP stands for Accelerated Mobile Pages and is an open source project from Google. With AMP the performance of web content and advertisements is improved by shortening the loading time and delivers a better user experience - especially on mobile. The purpose of AMP Email is to convert emails from static documents to dynamic environments, similar to web pages.
What does AMP Email entail?
AMP Email enables direct interaction with the content in your email, without having to leave the email. Consider, for example, responding to an event or completing a survey, without being sent to a landing page. Another important part of AMP Email is the automatic updating of information in the email. Think about, for example, the prices in a promotional email. The prices are updated automatically, so offers always show the correct price. But also think about recommendations. With AMP Email you can always show the most recent recommendations! This functionality is the holy grail for many (email) marketers!
We increasingly see interactive elements such as image galleries and accordions in email, but with AMP Email you can set up and use the above examples much more easily. Companies that are already experimenting with AMP Email include Booking.com, Pinterest and Doodle. Below are some examples.
AMP Email Booking.com example
AMP Email Pinterest example
AMP Email Doodle example