AMP for email

With AMP for email, you can add interactive elements to your emails and elevate your communications with your customers, delivering a full experience directly to your user’s inbox. AMP makes this possible through its use of various components that can be used to help build exciting in email offerings such as surveys, feedback questionnaires, voting campaigns, reviews, subscription centers, and more. Tools like these can offer opportunities to increase engagement and retention.

Requirements

Braze is not responsible for users registering with Google or meeting the necessary security requirements.

Supported clients

Before you can send AMP emails to users, you must register with our clients. The registration process involves sending a test AMP HTML email to get approved. Approval times vary client to client. Follow the register links for more information.

For a full list of supported platforms, refer to AMP documentation.

Enabling Gmail account

Go to your Gmail settings, and select Enable Dynamic Email under General.

API usage

You can also use AMP for email with our API. If you use any of the Braze Messaging endpoints to send an email, add amp_body as an object specification as shown below.

Email object specification

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{
  "app_id": (required, string) see app identifier above,
  "subject": (optional, string),
  "from": (required, valid email address in the format "Display Name <[email protected]>"),
  "reply_to": (optional, valid email address in the format "[email protected]" - defaults to your workspace's default reply to if not set),
  "plaintext_body": (optional, valid plaintext, defaults to autogenerating plaintext from "body" when this is not set),
  "amp_body": (optional, updates the text-amp-html MIME type) the email body in AMP HTML. The MIME (Multipurpose Internet Mail Extensions) type to be referenced is "text/x-amp-html",
  "body": (required unless email_template_id is given, valid HTML),
  "preheader": (optional*, string) Recommended length 50-100 characters,
  "email_template_id": (optional, string) If provided, we will use the subject/body/should_inline_css values from the given email template UNLESS they are specified here, in which case we will override the provided template,
  "message_variation_id": (optional, string) used when providing a campaign_id to specify which message variation this message should be tracked under,
  "extras": (optional, valid key-value hash), extra hash - for SendGrid customers, this will be passed to SendGrid as Unique Arguments,
  "headers": (optional, valid key-value hash), hash of custom extensions headers. Currently, only supported for SendGrid customers,
  "should_inline_css": (optional, boolean), whether to inline CSS on the body. If not provided, falls back to the default CSS inlining value for the workspace,
  "attachments": (optional, array), array of JSON objects like [{"file_name","url"}] that define the files you need attached. Your file name's extension will be detected automatically from the URL, which should return the appropriate `Content-Type` as a response header,
}

Creating your AMP email

First, build your AMP email using components. Next, use the Braze API to send your message, making sure to include amp_body for your AMP HTML.

In addition to the AMP HTML, we require a regular HTML body version and suggest a plaintext_body version of your AMP email. All AMP emails are sent out multipart, meaning Braze sends out an email that supports HTML, plaintext, and AMP HTML. This becomes useful in the event that your email is sent via a provider who doesn’t yet support AMP for email because the email will automatically default to the appropriate version based on the user and their device.

Refer to these additional resources:

• AMP tutorial
• Sample code to see how the final product should look.
• AMP email components library

Components

• essentials
• dynamic
• creative
• other

For a full list of AMP components, check out AMP documentation.

Use cases

• interactive surveys
• collapsable content
• image heavy emails
• font driven emails

Using amp-mustache

Similar to Liquid, AMP supports a scripting language for more advanced use cases. This component is called amp-mustache. When including any Mustache markup language, you’ll need to wrap it around the raw tag from Liquid. Note that Liquid and Mustache share syntax styling.

By wrapping your content around the raw tag, the Braze processing engine will ignore any content between the raw tags and send out the Mustache variable your team needs.

Metrics and analytics

Testing and troubleshooting

Note that total clicks and unique clicks don’t account for any clicks that occur from an AMP message (HTML and plaintext only). AMP-specific clicks are attributed to the amp_click metric.

Before you send your AMP email, we recommend that you test according to these Gmail guidelines.

For your AMP email to be delivered to any Gmail account, the email must meet the following conditions:

• The AMP for email security requirements must be met.
• The AMP MIME part must contain a valid AMP document.
• The email should include the AMP MIME part before the HTML MIME part.
• The AMP MIME part must be smaller than 100 KB.

If none of these conditions are causing the error, reach out to Support.

Frequently asked questions