Dynamic AMP for Email is rolling out in Gmail now

OYO Rooms uses AMP for Email to let users browse and see hotel and rental details right from the email.

Remember when Google teased the AMP for Email spec a little more than a year ago? Well, it’s finally here. Email marketers can create dynamic and interactive email experiences more akin to web experiences than static email.

Why you should care

Dynamic email has the promise of transforming the way email marketers think about how they present content to users.

Some of the big benefits of AMP email (or dynamic emails) include the ability to keep content up to date in real-time, enable users to interact with content, engage and accomplish tasks without having to leave the email message. As of Tuesday, Gmail support for AMP for Email is rolling out, but other email providers, including Yahoo, Outlook and Mail.Ru, will also support dynamic emails.

Businesses that have been testing dynamic emails during the beta period include Booking.com, Despegar, Doodle, Ecwid, Freshworks, Nexxt, OYO Rooms, Pinterest and redBus, said Google.

Pinterest lets users to browse and add Pins directly to their boards from within Gmail. The email experience feels very similar to the actions users can take in the app and on the web.

Pinterest uses dynamic email to enable users to pin directly to their boards.

More on the News

• To be able to send AMP versions of emails, you’ll need to register with Google and agree to meet its guidelines and requirements.
• G Suite customers will be able to enable dynamic emails in the Admin console.
• A big caveat to note: Dynamic emails won’t render for users that are accessing Gmail from other mail apps (e.g. the native iPhone Mail app). The static version will display instead.
• Email marketers can create AMP emails using the “playground” that allows you to edit the markup and see changes in real time. For more details see the AMP developer blog post.

About The Author

Ginny Marvin

Ginny Marvin is Third Door Media's Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.