Most ESPs Do Not Support AMP For Email, Study Finds

AMP For Email, proclaimed as facilitating interactive email, is a non-starter for marketers and their ESPs, judging by a new study conducted by AMP for Email, the Email Sender & Provider Coalition (ESPC).

Google debuted AMP for Email in 2019. But only 22% of the responding ESPs now support AMP. Across 32 of the most popular ESPs, 28% handle AMP.

Of the ESPs, 71% say this is due to a lack of interest by customers and prospects. The remainder cite the expense of updating their platform. 

ESPC members say less than 5% routinely send messages incorporating AMP. 

But most ESPs are open to potentially supporting the standard — at some point. On a scale of one to five, the average response was 3.4. 

ESPC surveyed email service provider  members from March 23 to April 4, 2022. The paper was written by Chad S. White, head of research for Oracle Marketing at Oracle. 

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