Mailgun now supports AMP for Email

Chances are you’ve probably heard about Google bringing Accelerated Mobile pages (AMP) support for Gmail. AMP gives digital marketers and email senders the ability to create dynamic and actionable emails for their recipients.

Our dev team has been working on getting our platform AMP ready, and now the cat is out of the bag.

Finally!

We’re thrilled to announce that Mailgun supports AMP for email!

OK, cool, but what exactly is AMP for email?

With AMP, your recipients are able to complete entire tasks from within the email itself. They can RSVP for events, book travel, add objects to dashboards or user profiles — dynamic, user engaging stuff – without ever having to leave their email.

What do I need to know in order to send an AMP email?

There are a couple of things you need to do before you can send an AMP email through Mailgun or any ESP. First, there are guidelines in place by Gmail that you have to follow in order to send AMP emails.

While you can read the guidelines in full on their website, there are still a few things to consider before sending with AMP. In order to get started with AMP at all, you need to meet these guidelines as well as Gmail’s Bulk Sender Guidelines and AMP for Email Best Practices. If you don’t meet these guidelines, your registration will be rejected, and you will have to fix the errors before applying again.

You will also need to register as a sender in order to send dynamic emails to Gmail. The form is pretty straight forward, so be sure to complete it before sending. Speaking of, be sure to validate your amp emails. If they aren’t validated, we will still send them but Gmail won’t render them.

We go through all of this as it relates to Mailgun a bit more in our documentation, but overall, there are a lot of things a sender has to know and do in order to make AMP work. It makes you wonder…

Is it worth it?

That depends. Ultimately it’s going to be up to you to decide whether or not AMP is right for your business.

Remember, even if you become a registered sender, you still have to validate each new AMP template you create or you run the risk of it not rendering properly. Plus, designers have to account for a third message type when creating new email templates. More templates take more time and having one that requires special validation to ensure that it works slows down the process. If you have a primarily Gmail subscriber base, this might be worth the extra effort.

Some senders will see the benefit in creating AMP emails for things like customer surveys, where the user doesn’t have to go to a new tab in order to complete the task. If your users can complete the task in the email itself, they are less likely to abandon the survey. In the end, it really comes down to if it makes sense for your email campaigns and your audience.

As an email service provider, we feel that we should make the option available. By no means do you need to start crafting AMP emails, but go ahead and try it out to see if it’s a good option for you. Should you run into any issues with AMP for email with Mailgun, submit a support ticket and we’ll take a look.