When it comes to choosing between AMP Email and traditional HTML Email for your email marketing campaigns, it's important to understand the key differences and consider the pros and cons of each option.
AMP Email
AMP Email, which stands for Accelerated Mobile Pages, is an extension of the AMP project that allows for interactive and dynamic email experiences. It brings web-like interactivity to emails, enabling users to take actions directly within the email without having to navigate to a separate webpage.
One of the main advantages of AMP Email is its ability to create engaging and interactive experiences for recipients. It supports features such as carousels, forms, and accordions, allowing users to interact with the content directly within the email. This can lead to higher click-through rates and better user engagement.
Here's an example of how AMP Email can be used:
<amp-carousel width="400" height="300" layout="responsive">
  <amp-img src="image1.jpg" width="400" height="300" alt="Image 1"></amp-img>
  <amp-img src="image2.jpg" width="400" height="300" alt="Image 2"></amp-img>
  <amp-img src="image3.jpg" width="400" height="300" alt="Image 3"></amp-img>
</amp-carousel>
However, it's important to note that not all email clients support AMP Email. As of now, Gmail and Mail.ru are the major email clients that fully support AMP Email. Other email clients may display a fallback version of the email, which could limit the interactive features and user experience.
Traditional HTML Email
Traditional HTML Email has been the standard format for email marketing campaigns for many years. It relies on HTML and CSS to create visually appealing emails that work across a wide range of email clients and devices.
One of the advantages of traditional HTML Email is its broad compatibility. It can be viewed on almost all email clients and devices, ensuring that your message reaches a wide audience. Additionally, with traditional HTML Email, you have full control over the design and layout of your emails.
Here's an example of a traditional HTML Email:
<table cellpadding="0" cellspacing="0" border="0" width="100%">
  <tr>
    <td align="center">
      <img src="logo.png" alt="Company Logo" width="200" height="100">
    </td>
  </tr>
  <tr>
    <td align="center">
      <h1>Welcome to our Newsletter!</h1>
      <p>Lorem ipsum dolor sit amet, consectetur adipiscing elit.</p>
      <p>Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium.</p>
    </td>
  </tr>
</table>
However, traditional HTML Email has its limitations when it comes to interactivity and dynamic content. Actions like form submissions or expanding/collapsing sections are not possible without relying on external web pages or JavaScript. This can affect user engagement and limit the overall interactive experience.
Choosing the Right Format
When deciding between AMP Email and traditional HTML Email, consider the following factors:
Target Audience: If your target audience primarily uses email clients that support AMP Email, and you want to create interactive and engaging experiences, AMP Email may be the right choice.
Compatibility: If broad compatibility across different email clients and devices is a priority, traditional HTML Email is the safer option.
Goals: Consider your campaign goals. If you need to gather user data, receive form submissions, or provide a highly interactive experience, AMP Email may be more suitable. If your focus is more on delivering a visually appealing message to a wide audience, traditional HTML Email can be effective.
Ultimately, the choice between AMP Email and traditional HTML Email depends on your specific needs and the preferences of your target audience. It may even be beneficial to experiment with both formats to see which one yields better results for your email marketing campaigns.
References:
AMP Email - amp-carousel
Gmail - AMP for Email