AMP for Email
A format that lets an email carry working components — forms, carousels, accordions, content fetched at open — inside supporting mail apps.
AMP for Email is an open format, built on the AMP web component framework, that lets an email include a third MIME part (text/x-amp-html) next to the usual text and HTML parts. Mail apps that support it — Gmail, Yahoo Mail, AOL Mail and Mail.ru — render the AMP part, so readers can submit forms, swipe carousels, open accordions and see content fetched when they open the email. Every other mail app, including Apple Mail and Outlook, shows the HTML part, which is why an AMP email must always carry an equivalent HTML version. Only an approved set of components is allowed: no custom JavaScript, no cookies, no third-party ad or analytics tags and no video. The AMP part must stay under 200 KB, expires after 30 days, and is removed when the email is forwarded. Mailbox providers render it only from sending addresses they have registered. MailAdx uses AMP for Email for its Interactive Ads.
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