While AMP for Email offers many benefits for companies and email users, the justification for incorporating this element into a business’s email strategy varies per organization. If you’re unsure whether AMP is right for your business, you should keep various considerations in mind before making your final decision:

• Viewability: It’s important to verify that your email subscribers use a supported email client that allows them to open and view AMP emails. If most of your subscribers have this capability, AMP for Email is likely a good fit.

• Return on investment (ROI): AMP-enabled emails take double the amount of time to create than standard Hypertext Markup Language (HTML) emails, meaning they have higher development costs. It’s vital to confirm that you can recover these expenses through your campaign ROI.

• Value: Consider whether AMP emails will provide additional value to your emails. For example, an email campaign that only features blog posts probably wouldn’t benefit from AMP components, while one that includes an interactive customer survey would.

• Expiration: If you send promotional emails that eventually expire, AMP for Email would likely be a logical investment, as it ensures that all content is up to date even after you send it.3456790-

• Expertise: When creating AMP emails, you must validate each template to minimize the risk of improper rendering, account for third message types, and work with server-side language to build data-exchange endpoints. These actions require extensive development knowledge and can come with a steep learning curve for those who lack this expertise.