AMP stands for 'Accelerated Mobile Pages', a framework initially launched by 'Google LLC' in 2016 as an open-sourced library to help publishers quickly load webpages on the mobile platform. 

The company officially launched AMP for emails in 2019 for the Gmail web app, thereby transforming emails from static pages into dynamic micro-websites operating right inside the receiver's inbox.

AMP for email allows marketers to embed interactive AMP elements like carousels, accordions, confirmation forms, purchase buttons etc. within mails and thus obviate the need to redirect recipients to a new tab or a website. 

Through this technology, receivers can perform important actions such as RSVP to events, take part in surveys, verify email addresses, browse online catalogs of products and much more directly within their emails.

However, before you dispatch AMP emails, you will have to register with certain email service providers first, i.e., the ones that offer support for the AMP framework. In this article, we will guide you through the registration process so that you may commence sending fast-loading, dynamic and interactive emails to your customers.

Email Service Providers that currently support AMP emails

At present, Gmail, Yahoo Mail, and Mail.ru support dispatch of AMP emails. However, these three email service providers require you to fulfill certain prerequisites for sending such mails, and this process is known as 'whitelisting'.

To begin:

1. You will have to first create and test a production-ready AMP email.

• Your AMP email must have a fallback HTML version (text/HTML) or plain text version (text/plain) in addition to the AMP MIME part (text/x-amp-HTML).
• This particular fallback version gets displayed when the AMP MIME part can’t be shown, such as when the receiver's browser isn’t compatible with the AMP framework, when the mail client is offline or in the event when Gmail receives the email after 30+ days.

2. Set up SPF, DMARC, and DKIM to verify your domain. They must match the 'Top-Level Domain' (TLD) and must have the 'From address' used for sending AMP emails.
3. Fill out the global form to register with your preferred email client while following their latest guidelines. This specific form is the only one you will need to fill up in order to gain approval to dispatch AMP emails for all supporting email clients.

4. Dispatch the production-ready AMP email which you had created and tested to the email clients.

• This is supposed to be done because you must demonstrate an understanding of and compliance with the AMP email format prior to sending such mails on a regular basis to your customers.
• Send your production-ready AMP email to the following addresses:

• While registering with Yahoo: [email protected]
• While registering with Mail.ru: [email protected]
• While registering with Gmail: [email protected]

• As you dispatch your production-ready AMP email, you must also comply with & follow each client's privacy policy:

Gmail:

• Google Privacy & Terms

Mail.ru:

• Russia-based users
• Non-Russia-based users

Yahoo Mail:

• Verizon Media Privacy Policy – United States
• For other countries, please click here.

5. Wait for Confirmation

Each email client notifies you of your allowlist status via email. In case you encounter any issues, contact the AMP for Email Working Group via GitHub repository for AMP for Email.

Periodically check and regularly refer to the latest support information about AMP for Email provided by the email services because it may vary over time. Also note that adding your 'From address' to Gmail's allowlist can take up to three weeks.

• Here onwards we provide a step-by-step guide for registering with each of the three email clients.

How to register with Gmail to send AMP emails

Once you are all set to launch your AMP emails to your customers, you must register with Gmail by following the undermentioned procedure:

1. First, ensure that you comply with all the guidelines and requirements listed by Google.
2. Next, fill out the registration form. The turn-around time for most requests is 5 working days.
3. Next, send a real, production-ready AMP email from your production servers (or a server with similar SPF / DKIM / DMARC / 'From:' / 'Return-Path:' headers), including the AMP email MIME part to:

[email protected]

This is because 'Google LLC' needs this to check compliance with all its guidelines and requirements.

4. When you're sending the aforementioned email, follow these steps:

1. Ensure that the dynamic AMP version of the email is correct before dispatching it. You may do so by testing it in Gmail AMP for email playground.
2. Do not forward the email, send it directly. That’s because, when forwarding an AMP email, Gmail removes the AMP MIME parts. In other words, forwarded emails do not display AMP content. If a recipient receives AMP content and then forwards the email to another person, then that person will only see the fallback.

Getting successfully whitelisted by Gmail

Your participation as a sender of AMP emails is subject to compliance with the 'Gmail Bulk Sender Guidelines', which can change without any prior notice. You are responsible for ensuring compliance with the most recent guidelines.

• Google can, at its discretion, revoke your registration at any given time in case abuse or policy violations are detected.
• You might be requested for additional information during the registration process or even after the registration is complete to verify your compliance.
• Be mindful that Google will reject your application if you send a test or a blank email, if you don’t send an email for review, or if you send an email that is forwarded or one that doesn’t contain an AMP MIME part.

Desktop Browser Compatibility Table

How to register with Yahoo to send AMP emails

Yahoo Mail (Verizon Media) requires you to register with [email protected] before enabling AMP content within email campaigns. To get started with the registration process, please follow the steps mentioned below:

1. Peruse Yahoo Mail's guidelines and requirements and make sure you comply with them.
2. Fill out the registration form.
3. Send a real, authentic, production-ready email from your production server with valid SPF / DKIM / DMARC and including the AMP MIME part to [email protected]. Do not forward emails to that address.
4. Once Yahoo Mail responds with approval, you are all set to send AMP emails to users.

How to register with Mail.ru to send AMP emails

You must fulfill the following prerequisites in order to use AMP on Mail.ru:

1. The domain you use for sending emails has a website with a logo and information about the company. The subject matter of the website must correspond to the mail content.
2. SPF, DKIM, DMARC are set for the domain. DMARC policy is set in 'blocking' mode: p=quarantine or p=reject.
3. You have been sending emails with a valid DKIM for no less than 3 months. They correspond to Mail.ru mailings rules.
4. The quantity of emails sent from the domain is no less than 5000 per month (at least during 3 months).
5. Mailings have List-Unsubscribe header in the headers. You unsubscribe a user from the mailings both in the wake of clicking the 'Unsubscribe' icon in Mail.ru interface and after following the link in the email.
6. The domain is now registered with Postmaster Mail.ru. You receive Feedback Loop (FBL) for it and process the reports right away.
7. Insert or embed the AMP part in one of your emails that is ready.
8. Send the address from which you usually dispatch emails from so that Mail.ru can add it in the whitelist. Indicate the contact address they can use for communication in case of issues with your mailings.
9. The email with request to use AMP must pass the SPF, DKIM, and DMARC check for your domain.

Test AMP emails

As a best practice, we recommend you to test your AMP emails prior to dispatching them to your target audience so as to ensure a great user experience for all receivers.

As you check your emails, remember to debug any flaws you come across. The AMP website provides a great AMP for Email checklist to test your emails.

Some email clients may require additional steps to test your AMP emails. For any specific requirements, refer to their developer documentation.

• Gmail

Gmail documentation provides guidelines to Test your AMP emails in Gmail.

You may use Gmail's Gmail AMP for Email Playground to draft AMP emails, see a live preview, and have your emails sent to your own Gmail account for testing.

• Mail.ru

The Mail.ru website provides detailed steps on enabling testing in your Mail.ru client for AMP emails. Mail.ru users can use the Mail.ru AMP Playground to send an email to themselves for testing.

Wrapping up

At first, on a superficial level, the registration process might seem a bit daunting, but it actually isn’t too complicated. It simply involves a series of steps and some prep work from your end. You can easily gain approval to dispatch AMP emails from any of the three aforementioned email clients if you follow this guide to the letter.

Do not despair, in case you find yourself stuck at any specific step during the process, since we are here and more than happy to help. Please do not hesitate to seek our assistance. Reach out to us at [email protected] and our dedicated team of Account Managers will get in touch with you and promptly solve any issues you encounter.