AMP Email Guide – Interactive Email

AMP for email is a new way to deliver interactive content to recipients. It is catching up by opening up new possibilities for email marketers around the world. But with new features come new challenges and threats, so it’s important to understand the security measures to implement before diving into AMP for email.

What is AMP for email?

AMP stands for Accelerated Mobile Pages, which was originally created in 2015 to improve the speed of web pages on mobile devices. Unlike AMP for web, email versioning has nothing to do with speed. AMP for email brings new functionality to traditional email marketing, making it more interactive and dynamic, delivering content in real time, and providing the ability to perform more actions than clicks. Today, all this is completely new, and AMP for e-mail is supported only by Gmail, Mail.ru and Yahoo! But the trend is set to continue, and it’s very likely that others will jump on the AMP bandwagon as well.

How is AMP for email different from interactive email? Examples of classic interactive emails are GIFs and videos that you can watch in your email. AMP for email offers more options:

  • carousels and slide shows;
  • accordion;
  • Forms that you can fill out in your email.

Most importantly, unlike traditional interactive email, dynamic AMP technology will give users the ability to take action without leaving the mailbox.

What are the benefits of AMP technology for email?

The capabilities of AMP technology are enormous. Here are the benefits you get by implementing this dynamic content:

Interactivité. Vous serez en mesure de fournir un excellent contenu et de permettre aux destinataires d'interagir avec lui. Ils peuvent remplir des questionnaires et des formulaires, répondre à un événement, personnaliser le contenu qu'ils veulent voir, cliquer sur des articles pour en voir les détails et les ajouter au panier, etc.
Un contenu toujours à jour. Contrairement au courrier électronique statique ordinaire, AMP tech vous permet de mettre à jour les informations dans le courrier électronique que vous avez déjà envoyé. Ainsi, les informations sur vos produits, services ou événements sont toujours à jour et vous n'avez pas à vous soucier de messages périmés.
Une personnalisation plus poussée. Fondamentalement, l'AMP pour les e-mails peut ressembler à une version réduite d'un site Web dans la boîte de réception. Les clients peuvent gérer leurs préférences, leurs abonnements et le contenu qu'ils souhaitent voir. La personnalisation étant l'une des tendances les plus chaudes de 2021, cette fonctionnalité améliorera grandement les possibilités.

AMP for Email and Cyber ​​Security

Email marketing already has its share of cybersecurity threats. According to a Verizon report, 94% of malware reaches computers via mail. After the COVID-19 outbreak, spoofing and phishing rates have skyrocketed. In 2020, 75% of businesses worldwide will be targeted by phishing.

APM technology is more complex than traditional email because to constantly update information in a recipient’s inbox, there must be a connection to the terminals or external servers that store that information. In other words, email interaction is just the user’s device – the email – the user’s device.

But with AMP technology, it is user device – email – server – email – user device. This interaction can be considered secure if it is simply about dynamically updating the images or information in the email to keep it up to date. But it can be even more dangerous when the interaction involves sharing customer data, as it is likely that AMP technology has the ability to access sensitive information such as passwords, credit cards, etc.

Many believe that it is inevitable in the future that hackers will find ways to circumvent AMP technology for email to do so. This new and promising technology must therefore be properly secured by the brands that have decided to use it.

When it comes to email security, there are three widely used security protocols that protect against phishing and spoofing: SPF, DKIM, and DMARC.

The first and oldest security protocol is SPF (Sender Policy Framework). This is a simple text log that lists all the IP addresses that are authorized to send emails to the domain name.

DKIM – Domain Key Identified Mail – is the second protocol that acts like an email signature, ensuring that the email is not tampered with on its way to the recipient.

Both of these protocols are essential for those who want to implement a PGA for email.

DMARC is the third protocol that complements the layered protection. It stands for domain-based message authentication, reporting, and matching and provides an extra layer of security. DMARC has three policies: None, Segregation, and Deny.

According to Google, today DMARC with the mode set to “quarantine” or “deny” is recommended for email senders who want to implement AMP for email, but “can be applied to incoming”. And at GlockApps, we think it should be.

In addition to policies, DMARC provides reporting, which means it gives you the ability to fully monitor your domain’s email traffic, see who and what sends emails on your behalf, and with applicable denial, to completely block phishing attempts.

At GlockApps we bring you our very own security tool – DMARC Analyzer. It gives you detailed, easy-to-understand insights and reports and 10,000 free DMARC messages every month. If you’re not sure where to start, our experienced support team will guide you every step of the way.

to take away

AMP for email is a great new way to interact with recipients. It gives you the ability to create dynamic content and always update your emails. AMP technology allows your customers to perform actions with more than one click: filling out forms, replying to emails, adding products to the cart, etc. Basically, it’s like a mini version of the website in your inbox.

However, with new features come new threats. Email remains the main source of malware. Identity theft and phishing rates are on the rise. For this reason, if you want to use AMP for email, you also need to consider the security threats that can come with it.

Today, to implement this technique, you must have SPF and DKIM authentication. The highest level of security, DMARC, is recommended only today, but we are sure it will become a requirement in the near future. To start preparing for AMP certification for email today, start using the DMARC Analyzer. It will help you achieve the maximum level of security to protect your brand and recipients.

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