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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 browsing from desktop computers (whether laptops or desktops), 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 the HTML programming language, a variation of HTML in fact, which is called AMP HTML.

AMP HTML is a new open standard format licensed under Apache and its code is available on GitHub so that anyone can use 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 when running email marketing campaigns or mass email sending are:

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

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 enforces 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 clients.
  8. JavaScript is blocked, except for the proprietary version with AMP libraries.

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