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AMP (Accelerated Mobile Pages)

What is AMP (Accelerated Mobile Pages)?

AMP is the acronym for Accelerated Mobile Pages, a project developed by Google in partnership with other companies that aims to improve the loading speed of pages when they are accessed from mobile devices.

Although browsing from mobile devices, mainly with smartphones, far exceeds searches from desktop computers (whether laptops or desktop computers), there are many web pages that don’t display their content correctly on mobile devices.

That is why Google, through AMP, wants to reduce the bad browsing experience experienced by the user in these cases by focusing on improving loading speed, but also on offering rich content for browsing from mobile devices.

1. How does AMP work?

AMP technology is based on the use of HTML programming language, a variation of HTML in fact, which is called AMP HTML.

AMP HTML is a new open standard format licensed by Apache and its code is available on GitHub so that anyone can make use of it to improve their content management systems, websites and email marketing campaigns.

2. Advantages of AMP in email marketing

Some of the advantages that AMP brings to email marketing campaigns or mass mailing are:

  • It will update the message/email content in real time.
  • It facilitates the incorporation of interactive elements in emails (forms, search engines, image carousels, dynamic booking information, etc.).
  • It increases the time spent reading the email (improves engagement).
  • High level of personalization based on elements such as subscriber location.
  • The recipient can modify the email based on their actions.

3. Security in AMP mass mailings

Google has taken special care to ensure the security of emails sent using AMP content, including the following:

  1. It requires a previous audit of the sender where the authentication systems, the portal and privacy policy are checked.
  2. It requires prior registration as an authorized sender with AMP code.
  3. A caching proxy is used to remove dangerous or tracking elements such as cookies, etc. and also validates the generated code to ensure that it is correct.
  4. Emails must always be sent with TLS encryption.
  5. It will enforce restrictions on URL redirects in emails.
  6. Google monitors the code by requiring certain control parameters such as tokens, destination of data requests, use of JSON, etc.
  7. Recipients must enable the display of AMP content in their email client.
  8. JavaScript is blocked, except for the proprietary version with AMP libraries.

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