How to Apply for Sending AMP-Powered Emails

Gmail has announced support for Accelerated Mobile Pages (AMP) technology in emails. This technology enables you to send interactive emails and engage your subscribers more deeply with your company. Your subscribers can take surveys, complete orders, react to document comments in real time, or RSVP to events directly in the email body—no extra pages or browser windows needed. AMP opens up limitless potential for your email campaigns, and you only need a little effort to take full advantage of it.

How to Get Started with the AMP Technology

You need to meet three main conditions to send emails with AMP elements:

1. Your recipient's email client must support AMP.

Beyond Gmail, the following providers also support AMP-powered content:

Follow the link to see the current list of mailers and mailing services.

Note though that AMP-powered emails may look differently in different clients, depending on their characteristics and functionality.

2. Your email provider service must support AMP.

Our platform was one of the first providers (Stripo, Litmus, Amazon Pinpoint) to announce AMP support and incorporate it into the system. When you create an AMP-supported email in the editor, enable AMPHTML for any block that includes an AMP element.

3. You must register with Google as a dynamic sender.

Before sending AMP-powered campaigns, each email address should be whitelisted by Google. Google has issued the registration guidelines with consistent steps you need to meet to launch dynamic emails. Despite the explicit explanation, each step has its own peculiarities: below, we’ll guide you through all of them and provide the necessary insight.

AMP for Gmail Guidelines

Before you apply, make sure you meet these basic requirements:

Your campaign content corresponds to your website content.
Your campaign content is consistent.
Your campaign content contains accurate information.
You've authenticated your domain with SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) (for at least 3 months).
You have been sending regular campaigns for more than 3 months.
You send at least 5,000 emails per month from your domain.
You've added a list-unsubscribe link to the header of your campaigns. Your recipients must be able to opt out of your emails without scrolling for the unsubscribe link.
You've registered your domain with Postmaster.
Different types of campaigns are sent from different addresses (recommended).

If you meet all these requirements, proceed to the steps below.

1. Create an email in two versions.

The system automatically creates your campaigns in two versions: HTML and Plain Text. Now you need to create a third version—AMP HTML.

Different versions are created so that the subscriber can view the campaigns regardless of whether their email clients support or don’t support certain versions. If AMP is not supported, they will see HTML; if HTML is not supported, they will see Plain Text.

Create an HTML email and add AMP components to it. You can get AMP components from the amp.dev catalogue or use ready-made AMP Blocks and Modules in our editor.

You can also create AMP elements in other services and then insert the code in the editor:

Email on Acid;
Freshinbox;
Emailmonks (paid option), etc.

HTML email example:

AMP email example with an accordion component:

In the editor, you can preview both versions and switch between them with a single click. Click Preview to see how both emails look on different devices.

2. Test the email layout.

In our platform:

To check your AMP emails for errors directly in our builder, click Preview.

Click any error to see its description. You can fix errors directly in the builder, or copy the code for validation in Google Playground.

In Google Playground:

Use AMP Gmail for Email Playground to test your emails. If you have a Gmail account, you'll automatically enter the site under your Gmail credentials; otherwise, you need to register with Gmail.

To start testing, copy your email code from the Reteno editor. Then add an HTML version to the appropriate AMP Gmail for Email Playground box.

All possible errors will be highlighted, and you can immediately correct them.

As long as your email has errors, the Send button will be inactive and you won't be able to send it to your email address.

Once you've fixed all errors, you can send a test email to the email address you used to enter the site.

If you use our editor, contact our support, and we’ll help test your emails and fix errors, if any.

3. Send an AMP-supported email to your email address.

In your inbox, you'll see AMP-supported emails marked with a tooltip indicating dynamic email content.

Check the email for correct content display, broken images, and broken links, including the unsubscribe option.

📘
Important
Please note that you may need to enable dynamic emails in Gmail.

For a private email address

If you plan to use this account for further testing, allow dynamic emails from this sender:

Go to your Gmail settings → General → Dynamic email. It’s enabled by default, but it is better to double-check. This feature is available only for email addresses within the gmail.com domain.

Click Developer settings and specify the sender's email address from which you want to allow test dynamic emails. You can also enable Always allow dynamic emails from [email protected] if you plan to use AMP Gmail for Email Playground for testing.

After Google approves your application, your users won’t have to configure these settings for their accounts.

P.S. If your domain isn’t authenticated with DKIM, you will see the warning that the dynamic content isn’t rendered.

See Step 4 to learn how to set up DKIM authentication.

For a corporate email address

In the beta release, dynamic emails are available for all G Suite users, but you need to enable the feature manually. Go to G Suite → Settings for Gmail → User Settings and select Enable now.

Note that in G Suite, changes may take up to 24 hours to take effect.

4. Check your reputation.

To send dynamic content in Gmail, your emails must be authenticated. Make sure you’ve authenticated your domain with

SPF (Sender Policy Framework)
DKIM (DomainKeys Identified Mail)
DMARC (Domain-based Message Authentication, Reporting, and Conformance)

Review Google documentation to ensure you meet all message authentication requirements.

To send dynamic emails within Gmail, you must have a consistent history of bulk sending, a good reputation and a low % of spam complaints.

How to Check Digital Signatures

In the email

In your inbox, open the email and click Show details.

The message is authenticated if:

mailed-by indicates the domain name, for example, google.com;
signed-by indicates the sender’s name.

The message is not authenticated if you see a question mark ? next to the email address.

2. In Gmail Postmaster Tools

Postmaster shows you how many emails were delivered to the inbox or blocked by spam filters, and how many recipients marked your emails as spam. It also displays any delivery errors and helps you verify your sending settings.

In Mail Tester

Pay attention to:

proper authentication
blacklists

Fix any errors before you proceed with registration.

5. Specify a corporate email address as a sender.

If you've previously sent emails from public addresses (for example, for testing), change to a corporate email address and specify it when you register with Google.

Register as a Dynamic Sender

Step 1. Send prepared emails.

Send both versions of the email to:

from the email address you plan to use for AMP sending. Send the email directly rather than forwarding it or running a test, because dynamic blocks are removed when you forward emails.

Step 2. Fill in the registration form.

The registration process consists of 5 stages. Among other questions, you’ll have to specify

Your name
The number of contacts in your database with Gmail addresses. You can find the exact number in Contacts → All Contacts by searching for gmail.

Use cases you plan to deliver using AMP for Email
Email address and domain you're using to fill out the registration form
Exact date and time you sent emails to [email protected]

Once you've filled all the fields, you'll be forwarded to the Expect our answer page. The approval may take up to several weeks. Once you’ve been whitelisted by Google, you’ll receive the confirmation email.

Gmail will also notify you that:

You won't be able to send AMP emails for a few days until the changes take effect. You won’t receive a notification on when it happens.
The registration only applies to Gmail addresses only. Other email clients may have different registration requirements and procedures.
You must comply with the delivery requirements for AMP emails.

If AMP Elements Fail to Load

Check if you've enabled dynamic emails in your Gmail settings (see Section 3 of current AMP for Email Guidelines).
Check the email code and styles for correctness.
Make sure the recipient’s email client supports AMP. If not, the email would be displayed in the HTML version or as a plain text.
Check if the sender address is the same address that has been enabled in the Gmail settings and whitelisted by Google.

If you need any assistance to get started with AMP-supported emails, please contact our support, and we’ll be happy to help.