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AMP for Email lets recipients interact with an email without leaving their inbox: answering a poll, swiping a carousel, filling in a form. Email apps that support AMP, such as Gmail, show the interactive version. Everyone else sees a regular HTML version.
AMP email is available on the Pro and Enterprise plans. On other plans the AMP toggle is greyed out.

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How AMP is delivered

When AMP is on, the builder produces an AMP version of the template alongside the normal HTML. You get the AMP version through Export AMP (.eml), which downloads a single email file with three parts: plain text, HTML and AMP. Email apps pick the richest part they support.
Campaigns, journeys and transactional emails sent through InstantCampaign deliver the HTML version. To send the AMP version, export the .eml file and send it through a tool that supports AMP. Gmail also requires senders to register with Google before it displays AMP emails.

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Turn on AMP

1

Click AMP in the toolbar

Click the AMP button (Enable AMP for Email (⚡4email)). It turns amber when AMP is on.
2

Add interactive blocks

An AMP Interactive group appears at the bottom of the block palette. Add blocks the same way as any other block.
3

Set a fallback for each interactive block

Interactive blocks such as Form, NPS Survey, Event Feedback, Poll, Quiz, Product Picker, Thumbs Up/Down, Emoji Rating, Star Rating, Shopping Cart, Price Tracker, Calendar, Calculator and Spin Wheel have a Fallback URL. Recipients whose email app can’t show AMP see a button that opens this web page instead. See Fallbacks.
4

Check it

Open the AMP Preview tab to see the AMP code and its AMP Validation result.
To turn AMP off, click AMP again and confirm. AMP isn’t available for hand-written HTML or MJML templates or while you’re editing a translation, because the AMP version is generated from the default template’s blocks.

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Interactive blocks

On the canvas, each block shows a preview with a ⚡ label. Blocks that submit answers (forms, surveys, polls, the spin wheel) have an Action URL (it must use HTTPS): the address on your server that receives the response.

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Fallbacks

Every interactive block also renders a plain HTML version for email apps without AMP, for example:
  • carousels show their first image,
  • accordions and tab panels show all sections,
  • forms, surveys and polls show a button to your Fallback URL.
If a form or survey has no fallback URL, the canvas warns you that non-AMP recipients (such as Apple Mail and Outlook users) will see a placeholder. Point the fallback at a web version of the form, such as a landing page or an external survey.

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Allow your form endpoints

For security, AMP form submissions can only go to domains you’ve approved.
1

Open Security settings

Go to Settings → Security and find AMP Email Security. Only owners and admins can change it.
2

Add your domains

Under Allowed Domains, add each domain your Action URLs use (for example api.example.com) and click Add. You can add up to 20 domains. Subdomains of an allowed domain are allowed too.
3

Save

Click Save Domains.
When you export, any Action URL on a domain that isn’t allowed is replaced with #blocked, so that block can’t submit. If you haven’t allowed any domains, only InstantCampaign’s own domain is accepted.

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Validation

The AMP Preview tab checks the AMP code against the official AMP for Email rules:
  • Valid means the AMP is ready to send.
  • Invalid lists each error. Fix the block it points to and check again.
Validate after every change and before you export. Email apps ignore the AMP part of an email that isn’t valid and fall back to HTML.

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Export

Open Export → Export AMP (.eml). In a team workspace, the template must be approved first.

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Troubleshooting

Your plan doesn’t include AMP. It’s also hidden when you’re editing a translation or a hand-written code template.
Check that its Action URL uses HTTPS and that its domain is in Allowed Domains. Otherwise the URL is replaced with #blocked on export.
That’s expected for emails sent through InstantCampaign, and for email apps without AMP support. Also check that the AMP is valid and that your sender is registered with Google for AMP.