Iuliia Nesterenko

Technical Writer

How to Apply for Sending AMP-Powered Emails within Gmail

Gmail has finally announced support of the AMP technology in emails. This technology enables to send interactive emails and get subscribers more involved with your company. To take a survey, complete an order, react to a document comment in real time or RSVP to an event, a user no longer needs to download extra pages or open a new browser window, as the AMP technology allows to take these and many other actions straight in the email body. It opens up limitless potential for email campaigns, yet you need to put in a little effort so as to take full advantage of it.

How to Get Started with the AMP Technology

There are three main conditions you need to meet in order to send emails with AMP elements:

  1. The email client of the recipient should support AMP.

Apart from actually Gmail, the following providers also support the AMP-powered content:

  • Yahoo Mail;
  • Outlook.com;
  • Mail.Ru.

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

  1. Your email provider service should support AMP.

eSputnik has been one of the first providers (Stripo, Litmus, Amazon Pinpoint) to announce support of AMP and incorporate it into the system. When creating an AMP-supported email in the editor, enable AMPHTML for a block that would include an AMP element.

AMP elements

Create AMP Emails with Ease

  1. You should 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

Let's start with the preparatory steps you need to take before applying.

  1. Create an email in two versions.

Create an HTML email based on your regular campaigns and add an AMP component to it. (See How to Create an AMP-Powered Carousel and How to Create an AMP-Powered Accordion). Two email versions are made so that subscribers whose email clients don’t support AMP would also be able to see the content.

In the eSputnik system, you can preview both versions and switch between them in a click. Click on Message view to see how both emails would look on different devices.

Message preview

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

  1. Test the email layout.

Use AMP Gmail for Email Playground to test your emails. Gmail users automatically enter the site under their Gmail account; other users need to register with Gmail.

To start testing, add an HTML version to the appropriate box.

AMP Gmail for Email Playground

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.

Fix errors

Once all the errors are fixed, you can send a test email to the email address under which you entered the site.

Validated status

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

  1. Send the AMP-supported email to your email address.

In your Inbox, the AMP-supported email will be marked with a tooltip on the dynamic email content.

Dynamic email mark

Check the email for the 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, you need to allow dynamic emails from this sender:

  1. 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.

Gmail Settings > Dynamic email

  1. Click Developer settings and specify the sender's email from which test dynamic emails would be allowed. You may also enable Always allow dynamic emails from amp@gmail.dev if you plan to use AMP Gmail for Email Playground for testing.

Specify the sender's email

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

For a corporate email address

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

G Suite Settings for Gmail

Please note that in G Suite the changes may take 24 hours to be enacted.

  1. 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).

See Google documentation to make sure you meet all the 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

  1. In the email.

In the Inbox, enter the corresponding email and click Show details.

Digital signatures

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 it has a question mark "?" next to the email address.

  1. In Gmail Postmaster Tools

Gmail Postmaster Tools

Postmaster will show how many emails have been delivered to the Inbox or blocked by spam filters and how many recipients send your emails to spam. It also shows delivery errors, if any, and check the sending settings for correctness.

  1. In Mail Tester.

Your attention should be brought to the following:

  • proper authentication;
  • blacklists.

Mail Tester

Fix the errors, if any, before proceeding with registration.

  1. Specify a corporate email address as a sender.

If for any reason you've sent emails from public addresses before (for example, for testing), change it for a corporate email, and specify it, while registering with Google.

Send AMP Emails with eSputnik

Register with Google as a Dynamic Sender

Step 1. Send prepared emails.

Send two versions of the email to ampforemail.whitelisting@gmail.com from the email address you would further use for AMP sending. We recommend sending a direct email rather than forwarding or running a test, as dynamic blocks are cut off when forwarded.

Step 2. Fill in the registration form.

AMP Registration Form

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

  • your name;
  • Gmail email address your AMP emails will be sent to. You can find out the exact number in Contacts > All Contacts by searching for @gmail.

All contacts

  • use cases you plan to deliver using AMP for Email;
  • email address and domain you use to fill the registration form;
  • exact date and time of sending emails to ampforemail.whitelisting@gmail.com.

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 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.

How to Register with Mail.ru

The full list of requirements is provided on Postmaster.mail.ru. Let's take a quick look at the main steps.

For Users

To see AMP elements, log in the email account and click the link on the site. The mail window will auto-reload.

AMP registration with Mail.ru

You will receive a notification that you have become a member of a closed beta group. AMP content will get immediately available, and you can send a test:

AMP email

For Senders

The conditions more friendly than that for Gmail. If you’ve completed the previous steps, your email is ready and digital signatures are set up. Send a confirmation application to postmaster_amp@corp.mail.ru for each sender address you plan to send AMP emails from.

In Mail.ru, you can send tests only from the approved addresses. So it's better to apply first, and then test AMP blocks.


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.

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Iuliia Nesterenko

Technical Writer

A technical (but still very creative) writer at eSputnik with a strong focus on design, current digital marketing trends, and new solutions for email automation.

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