AMP vs. HTML Emails: Which is Better for Your Business?

November 1, 2023

To help you decide between AMP and HTML emails for your business, we've gathered insights from eight industry professionals, including website designers, developers, and founders. From AMP emails as engaging and interactive to HTML emails for compatibility and design freedom, these experts share their perspectives on which format best suits your business needs.

AMP Emails: Engaging and Interactive

AMP emails offer a more engaging, interactive, and up-to-date email experience, making them a compelling choice for businesses and email recipients alike. They represent a positive shift in email communication by bringing more functionality and interactivity to the inbox.

Beth Patton, Website Designer and Developer, Manatee Digital Media

HTML Emails: Proven Compatibility and Support

I mainly use HTML emails because it's the most supported format. It's been around for a long time, and anyone can view HTML emails regardless of what device they are on or what email client they use. Once there is better support for the AMP format and wider adoption, I'll be more open to trying it out and implementing it in my email marketing.

Gene Armstrong, Agency Founder, Web Developer, SEO Expert, Happy Website Design

AMP vs HTML: Audience and Goals Matter

Email marketing plays a crucial role in our business, and the choice between AMP and HTML emails depends on our goals. AMP emails offer interactive features like forms and carousels, boosting engagement. However, HTML emails provide wider compatibility and are better for broader reach.


In 2023, our data revealed that for B2B outreach, HTML emails outperformed AMP with a 10% higher open rate and a 15% higher click-through rate. For B2C, AMP brought more engagement with 20% higher click-through rates. For instance, in our holiday campaign, we used AMP emails for B2C customers, resulting in a 25% sales boost. So, the choice depends on your audience and objectives. It's about finding the right tool for the job.

Himanshu Sharma, CEO and Founder, Academy of Digital Marketing

AMP Emails: Enhancing Engagement with Surveys

I've found AMP emails to be a better tool for my business. The ability to embed surveys directly within the email body has not only streamlined the user experience but also elevated engagement rates. As I have a small email list, I need to get as many answers as possible when I want to ask a question. The difference has been significant.

Domenico Trimboli, Freelancer and Business Owner,

AMP Emails: Boosting Interaction with Features

In the gifting industry, we prefer using AMP emails. They significantly boost interaction in my experience. We can take plain info and make it pop with special features like carousels, calendar snapshots, or even shopping carts. It makes everything direct and lively, cutting down the steps a customer has to take. This way, they react quicker, saving moments. It gives us optimal feedback from clients, keeping the conversation alive through diverse AMP-driven promotions. 

This has been an excellent tool in keeping our users engaged. We can set up activities like navigating through a labyrinth, piecing together a puzzle, guessing words, or spotting something concealed in a picture. Winning the game lands them sweet deals, extra points, or freebies.

Danilo Miranda, Managing Director, Presenteverso

AMP Emails: Interactive, Personalized, and Fast

As a tech company CEO, I believe that AMP emails are better for businesses than HTML emails. AMP emails can include calls-to-action and other interactive elements that can help increase engagement and conversions. For example, an AMP email might include a button that allows the recipient to schedule a demo or make a purchase directly from the email. 

AMP emails can also be more personalized and tailored to the recipient, which can help improve the effectiveness of the email campaign. This can be done by using dynamic content or by segmenting your email list and sending different emails to different groups of recipients. Furthermore, AMP emails load faster than HTML emails, which can help improve the user experience and reduce bounce rates.

Luciano Colos, Founder and CEO, PitchGrade

HTML Emails: Flexibility Meets Business Needs

Both AMP and HTML emails offer unique benefits. For our business model, where in-depth software product analysis and evaluations are paramount, HTML emails have proven more effective. HTML's flexibility allows us to embed detailed reports, graphs, and actionable insights seamlessly, enabling recipients to digest the information at their pace. 

AMP, while innovative and interactive, sometimes poses compatibility issues with certain email clients. It's like comparing a Swiss Army knife to a finely crafted chef's knife; both are valuable, but the latter serves our specific needs more efficiently. 

Furthermore, our high-performing team consistently reviews email engagement metrics. Reports indicate a higher interaction rate with our HTML-formatted content. This tailored approach, akin to a master chess player strategizing several moves ahead, has been instrumental in fostering client relationships and maintaining our brand's reputation.

Ankit Prakash, Founder, Sprout24

HTML Emails: Compatibility and Design Freedom

Both AMP and HTML emails have their own benefits, and it depends on your business's specific needs and goals. But in my opinion, HTML emails work better with more email clients; they are a better option for your company. By doing this, you can be certain that your emails will be compatible with a wider audience. 

HTML emails also give you more design freedom, enabling you to produce aesthetically pleasing and branded emails that clearly convey your message. Additionally, since HTML emails are well known and frequently used, it is simpler to obtain tools and assistance for managing and creating them. 

Overall, HTML emails offer a dependable and scalable solution for the email marketing requirements of your company.

Aqsa Tabassam, Team Lead Manager, Vidfol

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