AMP Email offers significant advantages in creating much more dynamic and engaging email campaigns. However, just like other interactive email technologies, it’s important to understand how different email clients support these features.
Our goal is to ensure recipients can view both the interactive AMP email and the fallback HTML version we provide.
Why is Fallback Important for AMP Email?
While AMP Email brings revolutionary interactivity, not all email clients support it. Several factors affect whether a recipient will see the AMP version or its fallback, including:
Email Client Support
Not all applications or webmail services support AMP rendering. Currently, only Gmail and Yahoo do.Recipient Settings
Some recipients may disable dynamic email features in their settings.Network/Device Conditions
In certain cases, technical issues can prevent AMP emails from rendering properly.
Therefore, every AMP component you use will have an HTML fallback version. This ensures your email remains readable, informative, and well-designed for recipients who cannot view the AMP version.
Important:
If you do not specifically configure and design the fallback version, recipients without AMP support will see the default HTML fallback, which may look suboptimal or even misaligned with your branding.
We strongly recommend always designing a fallback view that is both attractive and informative, so no user experience is compromised.
Ensuring Emails Look Perfect for All Recipients
Although AMP provides exceptional interactivity, not all email clients or user conditions can display AMP emails. For this reason, every AMP email you create in MTARGET will automatically include an HTML fallback version.
The HTML fallback is the standard (non-AMP) version of the email, shown to recipients who do not support AMP. This guarantees your message remains delivered and visually consistent, regardless of AMP support on the recipient’s side.
Key Considerations:
Fallback Design
It is crucial to design a dedicated and appealing fallback version. Without this, the system will display a default fallback version that may not be optimal or aligned with your branding.Consistency
Ensure that the fallback version stays consistent in message and purpose with the AMP version.Prioritize Important Information
Make sure all critical information is still visible and accessible in the fallback version.
By creating a well-designed fallback, you ensure that no recipient misses out on the experience—they simply receive a different view that is still functional and professional.