Who is using AMP in email and what are the roadblocks?
Summary
What email marketers say10Marketer opinions
Email marketer from Email Geeks shares that AWeber uses AMP in most sends to users. Explains the biggest roadblock is the individual mailbox provider sign up approval process and unknown turnaround time.
Email marketer from Email on Acid explains one roadblock is the complexity of AMP which requires a strong development background. They also mention limited email client support, requiring fallback HTML emails, and stringent registration requirements as other challenges.
Email marketer from Stack Overflow shares that AMP email support is limited to Gmail, Mail.Ru, and Yahoo Mail. Other email clients will require a fallback HTML version of the email, increasing development effort.
Email marketer from Reddit shares that many email marketers lack the necessary skills in AMP's required technologies (HTML, CSS, JS and AMP-specific JS) to implement AMP emails successfully.
Email marketer from Litmus shares that while AMP for email offers interactive experiences, adoption is slow due to the technical complexity of creating and maintaining AMP emails, the limited support across email clients, and the requirement for sender registration with Google.
Email marketer from HubSpot notes that the relatively low adoption rate of AMP for email is due to the technical hurdles, lack of widespread support across email clients, and the need for specific sender registration.
Email marketer from Mailjet shares that AMP for email provides some innovative features, but the complexities and limitations have prevented it from becoming a mainstream email marketing practice.
Email marketer from Slashdot responds to the question that only a small subset of email providers and clients support AMP, creating fragmentation and necessitating fallback options.
Email marketer from Sendgrid explains that use cases include interactive forms, dynamic content updates, and real-time information displays, but that some companies don't see the value add for their customers over traditional HTML emails.
Email marketer from Campaign Monitor shares that some of the benefits of AMP email include increased engagement through interactive content and a more app-like experience, but highlights the complexity of implementation as a barrier.
What the experts say2Expert opinions
Expert from Word to the Wise shares that email client support is another adoption roadblock, with only Gmail, Yahoo Mail, and Mail.ru supporting it. Thus it is necessary to have a fallback
Expert from Spam Resource explains that AMP is not widely used due to concerns about its complexity, limited client support, and stringent requirements for registration and validation.
What the documentation says4Technical articles
Documentation from Google Developers details that senders must register with Google to send AMP emails, authenticating their emails and adhering to specific security requirements to prevent abuse and ensure a safe user experience.
Documentation from AMP.dev details that all AMP emails must pass validation to ensure they adhere to the AMP specification. Validation errors can prevent emails from rendering correctly, creating a barrier to entry.
Documentation from Gmail details that there are security concerns because AMP emails use dynamic content so AMP email has strict validation and sender approval processes to prevent malicious code.
Documentation from Yahoo details that it's committed to supporting AMP for email, but also states that all AMP emails should have a fallback HTML version for non-supporting clients.