Publisher guide

AMP for Email sender registration: Gmail and Yahoo

Gmail and Yahoo Mail render the interactive (AMP) part of an email only when the sending address is registered with them. Until then, every reader sees the HTML part. This guide covers what Google and Yahoo ask for, how to prepare, and the mistakes to avoid — whether or not you use MailAdx.

Step 1 — Send from a platform that supports AMP

Your email platform has to be able to send a third MIME part, text/x-amp-html, next to the usual text and HTML parts. Platforms on the AMP for Email support list include Amazon SES, Amazon Pinpoint, Twilio SendGrid, SparkPost, Mailgun, Braze, Klaviyo, Iterable, Customer.io, Salesforce Marketing Cloud, Adobe Campaign Classic, Netcore Cloud, Mailmodo and AWeber.

beehiiv, Substack, Kit (ConvertKit), Ghost and Mailchimp do not send AMP email. If you publish on one of them, sender registration won't help — keep using the native and display tags, which render in every mail app.

Step 2 — Authenticate the sending domain

• SPF — your platform's sending servers are authorised in the SPF record of the domain they send for.
• DKIM — mail is signed with your own domain, matching the From address, not only the platform's shared domain. Yahoo requires DKIM-signed samples, and at least one DKIM domain must match the one you register.
• DMARC — publish a DMARC record and make sure messages pass it with alignment. Yahoo recommends p=quarantine or p=reject and says it may enforce that in future, so set one before you apply.
• Unsubscribe — Gmail's sender guidelines apply; for bulk senders that includes one-click unsubscribe (RFC 8058), which your platform normally provides.

To check, open a test email in Gmail, choose Show original, and look for SPF, DKIM and DMARC all reading PASS for your domain.

Step 3 — A real website and privacy policy

Google requires the registrable domain (eTLD+1) of the sending address to serve, or redirect to, a valid website you own, reachable from anywhere without IP or country filtering. For news@mail.example.com that means example.com. Publish a privacy policy there; if your emails will carry interactive content such as polls or forms, say so in it.

Step 4 — Build a production-quality AMP email

• Real content of the kind your subscribers receive — not a demo or “Hello World” message.
• No placeholders such as {name}, unresolved merge tags or test strings such as [Test] in the subject or body.
• An HTML (or text) part with equivalent content, because many readers will see that version.
• A valid AMP part — run it through the AMP validator — kept under 200 KB.
• No bugs: every button, form and link in the sample should work.

Step 5 — Send the sample directly and register

Send from the exact address you are registering, from your production platform, and never forward: forwarding removes the AMP part.

Mail.ru also renders AMP but sets its own bar — three months of DKIM history, 5,000 emails a month and Postmaster registration — so many senders start with Gmail and Yahoo only.

Step 6 — Wait for review, then keep standards up

Google says it aims to respond to most requests within 5 business days. Approval is the provider's decision, and Google also expects a low spam-complaint rate and that you keep following its sender guidelines. Once approved, the AMP part renders for readers of that address in that mailbox — every other address still needs its own registration.

Common mistakes to avoid

• Forwarding the sample instead of sending it, which strips the AMP part.
• Sending from a different address than the one being registered.
• Placeholders, unresolved merge tags or “[Test]” in the subject or body.
• No HTML part, or an HTML part that doesn't match the AMP content.
• DKIM signed only with the platform's domain, so DMARC alignment fails.
• A website on the sending domain that is missing, broken or blocked in some countries.

“No third party may send” — and ads in your newsletter

Google does not register addresses where third parties, such as users or the public, can directly author and send email; testing tools and “email playgrounds” can't be registered. MailAdx Interactive Ads are designed around that rule: you write and send your newsletter from your own platform, the ad is a labelled sponsored section in a slot you placed, and it serves only to the sending addresses you declare. MailAdx never sends email from your address. Describe this plainly in your application; the decision stays with Google and Yahoo.

How MailAdx helps

MailAdx can do everything except own your domain, press submit on the form, or make your platform send AMP. The AMP readiness steps in the publisher dashboard:

1. Platform check — whether your sending platform supports AMP.
2. Domain checks — live SPF, DMARC policy, MX, website and privacy-page checks, plus a ready-made privacy paragraph about interactive content.
3. Unit and snippet — AMP and HTML fallback snippets for your platform, with the email-hash merge tag.
4. Test-email check — upload the .eml of a test send (in Gmail: Show original → Download original). MailAdx checks the MIME parts and their order, AMP size, tag and hash, your From address, SPF/DKIM/DMARC results and alignment, the unsubscribe header and placement, and runs the official AMP validator.
5. Registration pack — prefilled answers for Google's form and Yahoo's checklist, including use-case text that truthfully describes labelled sponsored sections.
6. Live detection — your sender is marked “Live in Gmail” or “Live in Yahoo” once real opens arrive through that mailbox.
7. Concierge — ask MailAdx to review your sample before you submit.

For the sample itself, a free house module — a reader poll, rating or feedback question under your own label — gives you a real, ad-free interactive section to register with.

Next: Interactive Ads overview · Interactive Ads setup docs