8 Use Cases of AMP in Email Marketing to Boost Engagement

November 15, 2023

We've gathered eight insightful tips from CEOs and co-founders to help you optimize your email marketing strategy using AMP. From integrating interactive calculators and tracking to including a "View Website" button, learn from their AMP use cases and discover how these industry leaders boost engagement in their email marketing campaigns.

Integrate Interactive Calculators and Tracking

Incorporating AMP can be particularly useful in integrating interactive calculators directly within your emails. This concept has worked wonders for real estate, banking, and finance clients. For instance, a monthly income (EMI) calculator can be seamlessly embedded that empowers recipients to input their loan amount and duration, instantly displaying their estimated EMI. This interactive email element captures attention and adds utility, creating a more engaging and valuable email experience.

Source: Mailmodo

Moreover, AMP's potential extends to tracking functionalities. Its capabilities can be leveraged to enable recipients to track the status of their parcels directly within the email. As a result, recipients gain immediate access to pertinent information without the need to navigate away from the email.

Samantha Hawrylack, CEO, SJ Digital Solutions

Create Dynamic, Interactive Content

Use AMP to create interactive and dynamic content. AMP allows you to create interactive content such as carousels, accordions, and forms that can be easily embedded in your emails. This can help you to engage your subscribers and encourage them to take action.

Source: Dyspatch

To create dynamic, interactive content with AMP:

Brenton Thomas, CEO, Twibi

Offer Non-AMP Email Alternative

While integrating AMP (Accelerated Mobile Pages) into your email marketing strategy, offer a non-AMP alternative. As AMP compatibility varies among email clients, providing a fallback version of your email that retains the core content and functionality is crucial. This will help recipients who can't access AMP content still receive a visually appealing and functional email.

Alex Murray, Search Director, Tilious

Generate Personalized Product Recommendations

AMP can dynamically generate personalized product recommendations within emails based on the recipient's browsing or purchase history. Tailoring the content to individual preferences can boost engagement, as recipients are more likely to find the recommendations relevant and click through.

For instance, an online clothing retailer can email AMP-powered product carousels displaying items related to the recipient's past purchases or browsing history. This level of personalization enhances the user experience and encourages interaction with the email, leading to increased engagement and potentially higher conversion rates.

Source: Mailmodo

To use AMP for personalized product recommendations:

  1. Start by understanding your audience and collecting user data.
  2. Choose a recommendation engine and integrate it with your site.
  3. Process the data to create personalized suggestions.
  4. Format the recommendations in AMP-compatible JSON-LD or other formats.
  5. Design AMP templates and components to display them.
  6. Test and optimize for performance, and use caching when possible.
  7. Track user interactions and continuously improve recommendations through A/B testing and data analysis.
  8. Ensure compliance with privacy regulations throughout the process.

Ben Lau, Founder, Featured SEO Company

Apply AMP Strategically for Impact

An effective tip for leveraging AMP in your email marketing strategy is strategically applying it where it offers the most impact. While some email platforms allow AMP integration in the email body, it's essential to discern its relevance

For instance, AMP can enhance the visual quality of images, providing a richer experience. However, for text-heavy content, AMP might contribute to slower loading times. Thus, judiciously utilizing AMP, where it amplifies engagement potential, ensures a seamless user experience and optimal results.

Luciano Colos, Founder and CEO, Pitch Deck Grader

Incorporate AMP-Powered Live Chat

Integrating AMP-powered live chat or customer support within your emails lets you provide real-time assistance, boosting engagement and customer satisfaction. Users can ask questions and receive personalized assistance without leaving their inbox, creating a seamless experience.

For example, a clothing retailer can incorporate an AMP-powered live chat feature in their promotional emails, allowing customers to ask about sizing, availability, or styling advice directly. This interactive approach creates a strong connection with the brand and enhances engagement.

Yoana Wong, Co-Founder, Secret Florists

Embed Interactive Registration Forms

Use AMP to embed interactive registration forms within your emails for upcoming webinars, workshops, or live events. Simplify the registration process, increasing attendance and engagement. For example, a clothing brand could use AMP forms in their email to allow subscribers to register for an exclusive virtual fashion show easily. This streamlines the process, encourages higher attendance, and boosts engagement with the brand.

Source: Mailmodo

Roy Lau, Co-Founder, 28 Mortgage

Include a "View Website" Button

Use AMP in your email marketing strategy to boost engagement by including a button that allows the user to "view website." This will allow the user to view the full website from their email app and take them directly to the website. This can increase lead conversion rates and overall engagement rates.

Matthew Ramirez, Co-Founder, USMLE Test Prep


In conclusion, using AMP (Accelerated Mobile Pages) in email marketing offers many opportunities to enhance engagement and provide a more interactive and valuable experience for your subscribers. We've explored eight impactful use cases of AMP in email marketing, each highlighting its potential to transform your campaigns.

Incorporating these AMP strategies into your email marketing campaigns, as endorsed by industry leaders, can help you take your engagement levels to new heights and create more meaningful connections with your audience. By staying up-to-date with the latest email marketing trends and technologies like AMP, you can continue to refine your strategy and achieve better results in the ever-evolving digital landscape.

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