Summary
While AWeber uses AMP in most of its sends, AMP's adoption faces numerous roadblocks. These include the technical complexity of implementation (requiring specialized skills), limited support across email clients (mainly Gmail, Mail.Ru, and Yahoo Mail, necessitating fallback HTML versions), the requirement for sender registration and approval from mailbox providers, and stringent security and validation requirements to prevent abuse. Many marketers also lack the required skills, and some companies don't see enough value to justify the effort. Despite offering interactive experiences and dynamic content, these challenges prevent AMP from becoming a mainstream practice.
Key findings
- Technical Complexity: Implementing AMP requires specific skills (HTML, CSS, JS, AMP-specific JS), creating a barrier for many marketers.
- Limited Client Support: AMP email support is limited to a subset of email clients, making fallback HTML versions essential.
- Registration Required: Senders must register and get approval from mailbox providers, adding complexity and time.
- Stringent Validation: All AMP emails must pass strict validation to avoid rendering errors and ensure security.
- ROI Concerns: Some companies don't find the benefits of AMP's interactivity worth the implementation effort.
Key considerations
- Skillset Assessment: Evaluate whether your team has the skills needed to develop and maintain AMP emails.
- Client Base: Consider whether your audience primarily uses email clients that support AMP.
- Time Investment: Factor in the time required for registration, validation, and fallback creation.
- Security: Prioritize adherence to security requirements and validation processes.
- Cost-Benefit Analysis: Carefully weigh the potential benefits of AMP against the implementation costs and limitations.
What email marketers say
10 marketer opinions
AMP for email, while offering interactive and engaging experiences, faces significant adoption roadblocks. These include the technical complexity of implementation, limited support across email clients, the need for sender registration and approval, and a lack of necessary skills among email marketers. While AMP can provide dynamic content and real-time updates, many companies don't see enough value to justify the development effort required, particularly given the fragmentation of email client support and the necessity for fallback HTML versions.
Key opinions
- Complexity: Technical complexity is a major barrier, requiring specialized skills in HTML, CSS, JavaScript, and AMP-specific technologies.
- Limited Support: AMP email support is limited to a few email clients like Gmail, Mail.Ru, and Yahoo Mail, necessitating fallback HTML versions.
- Registration Required: Senders must register with mailbox providers and obtain approval, adding time and complexity to the process.
- Lack of Value: Some companies do not see the return on investment for interactive content to be worth the effort required.
- Low Adoption: AMP adoption has been relatively low as its not a mainstream email marketing practice
Key considerations
- Technical Skills: Assess whether your team possesses the necessary technical skills or resources to develop and maintain AMP emails.
- Client Support: Consider the email clients used by your audience and whether the limited support for AMP justifies the investment.
- Registration Process: Be prepared for the time-consuming registration process and the need to adhere to specific security requirements.
- Fallback Options: Always include fallback HTML versions to ensure deliverability and a positive experience for all recipients.
- Value Proposition: Carefully evaluate the potential benefits of interactive content for your audience and whether it outweighs the challenges of AMP implementation.
Marketer view
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.
18 Jan 2025 - Email Geeks
Marketer view
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.
23 Jun 2023 - Email on Acid
What the experts say
2 expert opinions
Experts agree that AMP for email adoption is limited by complexity, lack of widespread client support, and stringent registration and validation requirements. The limited support, primarily confined to Gmail, Yahoo Mail, and Mail.ru, necessitates fallback HTML versions for broader reach.
Key opinions
- Limited Use: AMP email is not widely adopted due to its various hurdles.
- Client Support: Email client support is a major roadblock, with only a few clients supporting AMP.
- Fallback Required: Due to limited support, creating fallback HTML versions is essential.
- Stringent Requirements: Stringent registration and validation requirements create barriers to entry.
Key considerations
- Client Reach: Assess if targeting only supporting clients justifies the effort.
- Fallback Strategy: Develop a robust fallback strategy for non-supporting clients.
- Compliance: Ensure adherence to stringent registration and validation requirements.
- Cost-Benefit: Weigh the benefits of AMP against the complexities and limitations.
Expert view
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
24 Feb 2024 - Word to the Wise
Expert view
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.
1 May 2024 - Spam Resource
What the documentation says
4 technical articles
Official documentation highlights that sending AMP emails requires registration, authentication, and adherence to strict security protocols to prevent abuse. All AMP emails must pass validation to ensure compliance with the AMP specification, preventing rendering errors. While Yahoo is committed to supporting AMP, a fallback HTML version is necessary for non-supporting clients.
Key findings
- Registration Required: Senders must register with Google to send AMP emails.
- Validation Needed: All AMP emails must pass validation to adhere to AMP specifications.
- Security Concerns: AMP emails require stringent security due to dynamic content.
- Fallback Necessary: Fallback HTML versions are required for non-supporting email clients.
Key considerations
- Compliance Process: Understand and comply with the registration and authentication requirements.
- Validation Testing: Implement a rigorous validation process to avoid rendering errors.
- Security Measures: Adhere to strict security protocols to prevent malicious code and abuse.
- Client Compatibility: Ensure a fallback HTML version is created to cater to all email clients.
Technical article
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.
18 Jun 2022 - Google Developers
Technical article
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.
10 Dec 2024 - AMP.dev
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