Google AMP for Email: Good or Bad Idea?

Google AMP for Email is going to be the next big thing, according to Google. But is Google right? Know more about AMP & why some don’t quite agree with Google.

In early February, Google announced that it’s going to roll out Google AMP (Accelerated Mobile Pages) for email.

What is this and why does it matter?

It aims to provide a way for users to send emails that have complex layouts, are interactive, and have content that dynamically updates.

The notice about this release is creating quite the buzz and debate on the pros and cons of this feature and what it means for email senders.

It is important for marketers to delve deep into this topic and explore what AMP for email looks like, and people’s thoughts on if it is going to provide value.

Google AMP for Email Good or Bad IdeaWhat is Google AMP?

What is Google AMP and how do accelerated mobile pages turn into accelerated mobile pages for email?

Google designed the AMP project to accelerate the speed of mobile pages. It works by taking your standard HTML page and stripping it of anything that would cause it to run slower.

AMP web pages are streamlined versions that strip out certain HTML tags. Some of the features that are not allowed include JavaScript, large images, and videos.

Google claims that implementing AMP into your web pages will help a page load up to 85% faster. While speeding up your website is a great thing, there is a downside.

Google removes a lot of the basic infrastructure that marketers need to deliver targeted messages to specific audiences. Marketing becomes more difficult in the way that it was being done but provides different ways to advertise.

The Roll Out of AMP for Email

Now that we understand the entire goal of AMP is to increase web page speed, what on earth does that mean for Google AMP email?

Google is hoping to translate elements from the Google AMP specifications on pages to email publishing. Google will first roll this out to their own email service, Gmail. Gmail will support all of the new AMP specifications and features.

While Google is attempting to make it possible for users to send with complex templates, many people are unhappy. They feel that this was a massive surprise from Google’s end and changing the essential way that email communication works.

Gmail has been the number one email service for personal use accounts for quite some time now. Google AMP for email changes the way emails are sent, turning them into a transaction that doesn’t require Google’s outside approval.

Many see this as Google’s way of creating an entirely new format for sending and receiving emails. Others say, “if it isn’t broke, don’t fix it.”

The Pros and The Cons

There is heated discussion about whether or not Google AMP for email is going to improve our email communication or hinder it.

People are questioning Google’s motive behind implementing this for email. Simplicity has always been one of the best benefits of email. It’s an improved version of snail mail, and removes all the fluff of social media, presenting a clear and concise message.

Email doesn’t belong to a single entity. It operates over all systems and platforms without any need for new installations, upgrades, or downloads. All of these characteristics have made email what it is today. Now, with Google AMP rolling out AMP for email, it may be more about profit than anything else.

The Purpose of an Email

Emails are great because they are simple in what they do. Having communication that is unclouded by performing tasks is refreshing. Emails deliver a message, simple as that. They don’t start downloading something upon opening or run a script.

You can open an attachment or a photo from an email, but it’s by your choice that you open it, it doesn’t do it automatically. The lifespan of this email lasts forever because as platforms or software change, the email text doesn’t.

Emails are not meant to complete or take actions besides responding with another email. The email platform wasn’t designed to do anything more. If you can’t deliver your message with a simple text file, that’s when you take it offline. Use a phone call or video or a chat.

The Cons of Google AMP Email

Google wants to take the simple delivery of a message in an email and turn it into a complex thing. They want to allow applications and scripts to run directly inside of emails.

Will this improve productivity or bring a sigh of relief to users that were hoping this day would come? The conversations show that no one was hoping for or expecting this, so they just feel surprised.

Does AMP Apply to Email?

Accelerated mobile pages are pages that exist within the structure of the web. Designing these pages for email doesn’t make a whole lot of sense. That would mean that users will be sending entire web pages and applications over email.

User Information Takeover

One of the biggest complaints that has surfaced is that Google is going to have control over your content and your information.

Similar to social media sites like Twitter and Facebook, they own your information and your privacy has gone out the window.

Did A Problem Exist?

Most of the conversation around this topic involves the question, “Did a problem even exist?”

Why is Google recreating the wheel on emails when there is nothing seemingly wrong with them? Who wants to open up their email, only to begin to see emails packed full of advertisements?

Google AMP for web pages sought to make pages open faster and load quickly. People accepted and appreciated this because they were able to see no delay when viewing pages on mobile.

However, does it make sense for email? Adding complex features look to do the opposite of what AMP for mobile did. Running applications within emails will decrease the sending and receiving speed of email. If you’re like most people, we don’t allow our email browsers to display photos, videos, or other rich content anyway.

Google does present a lot of cool features with the roll out of AMP for email. Emails can send with some great new display options. Interactions will be simplified, such as link clicking, or form fill outs.

The cons far outweigh the pros in this situation however. Creating AMP for email eliminates the compatibility between applications, users, providers, and clients. Unless all of Google’s competitors also adopt AMP pages, competitors will not be able to receive an AMP email.


Adding a new feature and code into emails creates a new target for hackers. If you use email, you already know that hackers use email attachments as ways to attack your computer.

If they’ve found a way in with attachments, the security comes into question of code, web page, and application delivery through email. Though Google is stern about their privacy and security policies, hackers can often find a way around it.

Sending and Receiving Emails

As mentioned earlier, those that have not adopted the AMP email format will not be able to receive an AMP email version. They will be able to receive the regular plain text version of the email.

Sending an AMP email will require a lot more work than simply designing and sending an email. In order to meet AMP specifications, they have to be designed with special tools the systems.

These tools and systems will function outside of an email client, creating more work and making the process of sending an email overwhelming and cumbersome. What used to be a 2-minute process may turn into a much longer one.

The applications and tools designed to build AMP emails will have to be updated frequently and built for many different devices and platforms.

The Pros of AMP for Email

While the list of cons for Google AMP for email is long, there are some good things to note about it.

Google is about transforming the way people think and work. Their goal with transforming email is advancing communication to make it more powerful and sophisticated than ever before.

Deepening the Human Connection

Email platforms have changed over the years, but email communication has remained the same. There has been no movement to change the way that email works, or how it’s designed, since virtually the beginning of its time.

While many will argue it’s not necessary to make changes to something that doesn’t require it, technology is evolving and leaving email behind. Is there a reason no one has analyzed the way we communicate with email and tried to make it better?

Even if the idea of AMP for email is flawed, Google has made efforts to try to improve the way we communicate with one another. Their fundamental goal is to make deeper, more enriched connections from human to human via the digital experience.

Surfing the Internet… Within Your Email

How many times a day do you click on something in an email that takes you to another web page? Did you receive a marketing email showing off their latest promotion and click on buy now? What about the Twitter feed on your friend’s email signature?

AMP for email seeks to eliminate the need to bounce from web page to web page and to complete all tasks within your email window.

Interactive Calendars

One of the coolest features in Google AMP for email is the interactive calendar. Instead of spending five minutes emailing back and forth about a good time for a meeting, you can open up the interactive calendar directly in the email. Pick a time that works for both parties, and you’re good to go.

Another cool feature would be if you receive a survey. Instead of having to navigate to another tab in your web browser, you’d be able to answer the survey directly in your email client.

What Does This Mean for the Future?

Now that you have seen both sides of the argument, what do you think about Google AMP for email? Will it be something that thrives, grows, and transforms the way we communicate via email? Or, will it fall flat and not receive traction?

Email that becomes and holds the web in a single page is an enticing thing. Is it practical? Maybe, maybe not.

Gmail Action Buttons

Google has tried in the past to modernize the way email works. Google successfully rolled out action buttons within Gmail to help a user seamlessly make transactions.

They made it so users were able to check-in to a flight from an action button featured next to their email message. User reviews were easier to leave and movie tickets easier to purchase.

All of these changes enhanced the way that users were communicating with one another, but it did not change the format and basic principles of email.

Making this transition is not going to be an easy road for Google and Google AMP pages. There are many skeptics out there that are avidly against AMP and are unsure it’s going to bring a positive impact.

On the other end, there are many who have high hopes for this. They believe it’s going to change the future of communication via email and improve human connections.

When Can You Use It?

The best way to see if it’s going to work or not is to jump on the train and get started using it. Google AMP for email is not currently available for everyone just yet. It’s made its initial roll-out to developers who request access to preview how it will work.

They haven’t stated when it will be on the market for everyone, but the rumors are that later this year they will make it available on the Gmail platform.

If you’re interested in other things Google is working away at, read our latest article on the updated Google Algorithms.

Also, if you are interested in a free digital marketing review, contact us today, and see how we can make Google AMP work for your company.

Owner and Chief Marketing Officer, Jason Hall, and his team specialize in creating brand awareness / traffic and lead generation / marketing funnel and conversion optimization, while utilizing the appropriate marketing channels available within your industry. With diverse clients throughout the world, Jason's team is well connected within many industries to assist with your marketing strategies. With no long term contracts and various levels of service, Jason's team will increase the quality of your online traffic, leads, and sales.

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About the author...

Located in the heart of the Emerald Coast - Destin, FL, founder and Chief Marketing Officer, Jason Hall, and his team specialize in creating brand awareness / traffic and lead generation / marketing funnel and conversion optimization / and PR campaigns, while utilizing the appropriate marketing channels available within your industry.

With diverse clients throughout the world, Jason's team is well connected within many industries to assist with your marketing strategies. With no long term contracts and various levels of service, Jason's team will increase the quality of your online traffic, leads, and sales.

Jason Hall

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