AMP Guide to Email – Interactive Email

AMP for email is a new way to deliver interactive content to your recipients. It is catching on 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 what security measures need to be implemented before diving into AMP for email.

What is AMP for email?

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

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

  • carousels and slideshows;
  • accordions;
  • forms you can fill out in your email.

And, 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 possibilities 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 cybersecurity

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

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

But with AMP tech, it’s the user’s device – email – server – email – user’s device. And that interaction can be considered safe if it’s just about dynamically updating images or information in the email to keep it up to date. But it can be more risky when the interaction involves sharing customer data, as AMP technology potentially has the ability to access sensitive information like passwords, credit cards, etc.

Many believe it’s inevitable in the future that hackers will find ways to circumvent AMP technology for email to do just that. 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 of the security protocols is the SPF (Sender Policy Framework). This is a simple txt record that lists all IP addresses authorized to send emails to the domain name.

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

Both of these protocols are necessary for those wishing to implement PGA for email.

DMARC is the third protocol that completes layered protection. It stands for Domain-based Message Authentication, Reporting, and Conformance and provides an additional layer of security. DMARC has three policies: None, Quarantine, and Reject.

According to Google, today DMARC with a disposition set to “quarantine” or “reject” is recommended for email senders who want to implement AMP for email, but “can be applied to coming “. And, at GlockApps, we believe 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 is sending emails on your behalf, and, with a rejection in place, to block phishing attempts entirely.

At GlockApps, we offer you our security tool – DMARC Analyzer. It gives you visibility, detailed and easy-to-understand 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 engage with your recipients. It gives you the ability to create dynamic content and keep your emails always up to date. AMP technology allows your customers to perform more actions than a single click: filling out forms, responding to emails, adding products to cart, etc. Basically, it’s like a miniature version of the website in the inbox.

However, with new features come new threats. Email remains the main source of malware. Phishing and identity theft rates are increasing. That’s why 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 technology, you must have SPF and DKIM authentication. The highest level of security, DMARC, is only recommended today, but we’re sure it will become a requirement in the near future. To start preparing for the adoption of AMP for email today, start using DMARC Analyzer. It will help you achieve the maximum level of security to protect your brand and your recipients.

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