AMP for Email in 2025: Still Worth It?

In 2025, email continues to be one of the most powerful channels for digital marketing. According to estimates, about 4.83 billion people worldwide will use email. (cloudHQ, 2025). Despite the growth of real-time messaging tools, email still handles massive daily traffic and offers strong return on investment. (cloudHQ, 2025). As inboxes grow more crowded, many marketers have looked to AMP for Email to inject interactivity and real-time content. But nearly a decade after its introduction, is AMP for Email still worth adopting in 2025?

In this article, I will explore what AMP for Email is, its current support landscape, its real benefits and drawbacks in 2025, use-case guidance, and whether it should be part of your strategy. As Mr. Phalla Plang, Digital Marketing Specialist, I believe the decision lies not in hype but in whether your audience and resources align.

Understanding AMP for Email: What It Offers (and How It Works)

AMP (Accelerated Mobile Pages) first emerged as a project for faster web pages. Over time it expanded into email, enabling dynamic, interactive content inside the inbox (Customer.io, n.d.; Mailmodo, n.d.). With AMP for Email, you can:

• Embed interactive elements (accordion panels, carousels, forms, surveys) directly in the email
• Fetch updated content (e.g. live prices, inventory) when the recipient opens the message (Mailmodo, n.d.)
• Let users take actions (e.g. RSVP, complete a form) without leaving the email (Customer.io, n.d.)

Because not all email clients support AMP, each message must include three MIME parts: plain text, HTML fallback, and the AMP version. The AMP HTML version is validated strictly, and if a client does not support AMP, it falls back gracefully to standard HTML content (Customer.io, n.d.; Mailmodo, n.d.).

In short, AMP turns a static email into a mini-app. But the power comes with complexity and dependency on client support.

Current Client Support & Adoption (2025 Status)

One of the major constraints of AMP is limited client support. As of mid-2024, the principal email clients known to support AMP are Gmail, Yahoo Mail, Mail.ru, and FairEmail (Flowium, 2024). (In Apple Mail, Outlook, and many others, AMP content is ignored and the fallback HTML renders.) (Flowium, 2024; amp.dev, n.d.).

Because Apple Mail accounts for a dominant proportion of email opens—some estimates place it at more than 50% share—many recipients never see the interactive experience (Hostinger, 2025; Oracle, n.d.). According to Oracle’s marketing blog, Apple Mail holds about half of open rates, while Gmail (with AMP support) accounts for around 30% (Oracle, n.d.). Litmus and related industry commentary also emphasize that the lack of support in Outlook and Apple Mail is the biggest barrier to AMP adoption (CMSWire, 2023; Litmus, 2024).

Adoption remains niche. One industry report notes only 7 % of marketers report using AMP for Email (even occasionally), citing lack of client support and complexity (Litmus blog, 2024; CMSWire, 2023). (Litmus, 2024; CMSWire, 2023). Others describe AMP’s uptake as minimal in the U.S. and Europe (Buttondown docs, 2024).

In summary: AMP is supported in several clients, but not in the ones used by a large share of your audience, and relatively few marketers use it.

The Case For AMP in 2025: Possible Benefits & Evidence

Despite its challenges, AMP has demonstrated real gains in specific contexts. Here’s what evidence supports:

1. Higher Engagement & Conversion

Some brands report substantial uplift. For example, emails using AMP have claimed up to 3× higher conversion ratescompared to standard HTML (CleverTap, 2025). In e-commerce contexts, using AMP to display dynamic cart contents or allow users to interact can reduce friction and improve conversions (Mailmodo, n.d.; CleverTap, 2025).

Another study cited by Oracle indicates that, in certain full-service email programs, campaigns with interactive features can achieve 24 % higher open rates, 30 % higher click rates, and 9 % lower unsubscribe rates (Oracle, n.d.). That said, those figures often mix interactive emails broadly, not only AMP versions.

2. Differentiation in the Inbox

Most emails remain static. If a portion of your audience can receive and interact with dynamic content, you can stand outand give them a more engaging experience. That can amplify brand perception, survey responses, or incremental conversions.

3. Enabling Real-Time Updates & Interactivity

AMP enables content that updates at open time (e.g. countdown timers, live pricing, real stock availability). That freshness can help reduce outdated offers or misaligned expectations. The ability to embed forms or RSVP flows in emails reduces friction in user journeys.

4. Experimentation & Future Readiness

Even if AMP adoption is limited now, early experience builds organizational capability in interactive email. When more clients adopt or standards evolve, you’ll already have learned the ropes.

However, these benefits only materialize if your audience uses clients that support AMP and your fallback HTML is solid for those who do not.

The Risks, Costs, and Realities

While AMP holds promise, you must weigh its costs and limitations carefully:

1. Fragmented Experience & Fallback Design

Because many recipients will see the HTML fallback, you must guarantee that the fallback experience conveys the core message, branding, and CTA. A weak fallback undermines your campaign.

2. Technical Complexity & Validation

Developing AMP email requires adherence to strict profiles and tags. One small error can break the version. Teams need to build, test, and validate both AMP and fallback versions for every send.

3. Whitelisting & Deliverability Criteria

To send AMP emails at scale (especially to Gmail), you must pass sender whitelisting and maintain a strong sending reputation. Email clients are conservative with what senders allow to use AMP (Customer.io, n.d.).

4. Limited Reach & ROI Risk

If only a subset of your list uses AMP-compatible clients, the gains may not justify the cost of building and maintaining it. Because AMP adoption is niche (7 % of marketers report using it), scaling ROI is uncertain. (Litmus, 2024; CMSWire, 2023).

5. Evolving Alternatives

Several trends compete with AMP:

• Interactive HTML/CSS techniques (e.g. accordions) work in more clients (though more limited)
• Live / dynamic content blocks via APIs update some data (e.g. pricing, stock) in non-AMP emails
• Generative AI personalization is rising: 34 % of email marketers say they use AI for copy or content, outpacing adoption of CSS interactivity (CMSWire, 2023)
• Strong segmentation, automation, and dynamic journeys can yield more predictable gains for many teams

These alternatives reduce some of the gaps AMP fills, making the tradeoff more subtle.

When AMP Makes Sense — Use Cases & Scenarios

To decide whether AMP is right, consider these decision heuristics:

✅ Good Scenarios for AMP

• You run high-stakes, high-value campaigns (e.g. cart recovery, premium offers) where even modest lift is meaningful
• A significant portion of your audience uses Gmail or Yahoo clients
• You have technical resources (developers, QA, validation workflows)
• You can maintain strong fallback experiences
• You want to experiment and build internal capability

❌ Scenarios Where AMP Is Less Justifiable

• Your audience largely uses Apple Mail, Outlook, or other non-AMP clients
• Your team or budgets lack the capacity for extra development and testing
• Your campaigns are more breadth-oriented, low-value, or numerous (where speed is more important than polish)
• You already achieve strong results via HTML, CSS tricks, or dynamic content without AMP

In a mixed environment, you might start with a small pilot, segment to AMP-compatible clients, measure results, and then decide whether to scale or pause.

How to Safely Experiment with AMP in 2025

To test AMP responsibly without overcommitting:

1. Select a target use case — e.g. interactive surveys, RSVP invitations, cart recovery steps, content carousels
2. Segment your list — send AMP to those with Gmail/Yahoo based on past open metrics
3. Design a strong fallback — fallback HTML should preserve brand, messaging, CTA
4. Use AMP tools / frameworks — services like Mailmodo simplify creation and validation (Mailmodo, n.d.)
5. Validate thoroughly & whitelist — ensure you pass AMP validation, request sender whitelist where required
6. Measure rigorously — track who saw AMP vs fallback, then compare CTR, conversion, survey completion rate
7. Decide based on results — scale if clear upside; pause if results are inconsistent

This approach allows you to evaluate AMP’s incremental value without risking all campaigns.

Current Trends & Outlook (2025 and Beyond)

Adoption & Growth

AMP for Email remains a niche tactic. With only ~7 % of marketers using it, adoption is cautious (Litmus, 2024; CMSWire, 2023). Some commentary suggests that in the U.S. and Europe, uptake has been especially weak (Buttondown docs, 2024). The largest barrier remains missing support in Apple Mail and Outlook (CMSWire, 2023).

Standards & Alternatives Evolving

We expect interactive email standards to evolve. AMP’s techniques may be folded into broader frameworks or competitor models. Live dynamic blocks, CSS interactivity, or embedded APIs will mature further.

What Could Change the Game

If major clients like Apple or Microsoft adopted AMP (or compatible standards), adoption could surge. But for now, that seems unlikely given Apple’s stance on privacy and limited marketer control (CMSWire, 2023; Oracle, n.d.).

Ultimately, AMP may remain one option among many for interactive email in future. It may not dominate, but its techniques may influence broader change.

Final Verdict: Worth It, with Caution

In 2025, I argue that AMP for Email is worth exploring—but not blindly adopting. It should not yet be your default email mode, but rather a strategic experiment.

If you’re running high-impact campaigns, have the technical bandwidth, and a meaningful share of your audience on AMP-capable clients, then AMP offers unique differentiation and potential uplift. But if your list is dominated by non-supportive clients or your team lacks resources, the returns may be minimal.

As Mr. Phalla Plang, Digital Marketing Specialist, I believe:

“AMP offers a window into the future of email—but the scenery changes too fast to rely on it blindly.”

In short: test it smartly, measure carefully, scale if useful, and always prioritize a robust fallback. Focus on fundamentals—segmentation, personalization, deliverability—and let AMP be an emerging multiplier in your toolkit.

References

Buttondown Documentation. (2024). AMP for Email. https://docs.buttondown.com/glossary-amp

CMSWire. (2023, December). The email marketing trends that are seeing adoption & success. https://www.cmswire.com/digital-marketing/the-email-marketing-trends-that-are-seeing-adoption-success/

cloudHQ. (2025, April 24). Email statistics report 2025-2030. https://blog.cloudhq.net/email-statistics-report-2025-2030/

Customer.io. (n.d.). AMP for Email: Engage your audience like never before. https://learn.customer.io/message-composing/amp-for-email

CleverTap. (2025). The email marketing revolution: What is AMP for Email and why it matters. https://clevertap.com/blog/amp-for-email/

Flowium. (2024). AMP survey and email: which inboxes support AMP? https://flowium.com/blog/amp-survey-email/

Hostinger. (2025, August). Email marketing statistics and trends for 2025. https://www.hostinger.com/tutorials/email-marketing-statistics

Litmus. (2024). Top email design trends: AMP for email uptake. https://www.litmus.com/blog/top-email-design-trends

Mailmodo. (n.d.). AMP emails: examples, use cases, and benefits. https://www.mailmodo.com/guides/amp-for-email/

Oracle. (n.d.). Email marketing trends for 2025: unproven opportunities. https://blogs.oracle.com/marketingcloud/post/email-marketing-trends-unproven-opportunities