Observed Signal · Jul 6, 2022 · Industry Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Don't Write Off AMP for Email Yet, Marketers
Google launched AMP for Email in 2019 to bring interactive features like carousels, live forms, and checkout into inboxes. Adoption has stalled due to the pandemic, Microsoft halting its pilot, Google reducing promotion, Apple's Mail Privacy Protection, and staffing pressures. An Email Sender & Provider Coalition survey of ESPs found only 22% support sending AMP emails, while 71% of non-supporters cite lack of marketer interest. Among supporting ESPs, under 5% of users routinely send AMP messages. However, many ESPs remain open to adoption, with a median future likelihood score of 3 out of 5. Panelists from Yahoo, Netcore Cloud, and SparkPost suggest that no-code tools, broader mailbox support (including Yahoo's April announcement), reduced registration requirements, and a possible rebrand could accelerate adoption. The article argues that email industry changes historically happen slowly, so AMP for Email may still gain traction.
Presents ESPC survey data and expert perspectives on AMP for Email adoption; relevant to email marketers but not a major industry-shifting event.
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Key Takeaways & Evidence Grounding
- Google launched AMP for Email in 2019 to bring interactive features into email.
- An ESPC survey found only 22% of ESPs support AMP for Email.
- 71% of ESPs not supporting AMP for Email cited lack of marketer interest as the main reason.
- Less than 5% of users at supporting ESPs routinely send AMP-powered emails.
- Yahoo announced broader AMP for Email support, including mobile support, in April 2022.
Connected Companies & Entities
6 Entities mapped“When it was officially launched in 2019 by Google, AMP for Email promised to bring standards-based interactivity and real-time content to in...”
“Microsoft halted its AMP for Email pilot, which surprised many and stopped AMP for Email from gaining support in another major mailbox....”
“Apple launched Mail Privacy Protection, which has focused marketers on preserving their email programs, not on adding new capabilities like ...”
“Marcel Becker, senior director of product management at Yahoo Inc....”
“Nicholas Einstein, VP product marketing and global head of analyst relations at Netcore Cloud....”
“Group Vice President of CRM Strategy at Zeta Global, the AI-powered Marketing Cloud....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Microsoft Xbox creates new division for films, series, parks
Microsoft's Xbox gaming division announced the creation of a new business unit dedicated to films, television series, and theme park attractions. The move signals an expansion into entertainment and immersive experiences beyond video games, leveraging Xbox's intellectual property. This strategic diversification is part of Microsoft's broader ambition to grow its media and entertainment footprint, following trends seen across the industry. The new division will focus on developing and producing content based on Xbox franchises, potentially opening new revenue streams for the company. Financial details or a timeline for the division's operations have not been disclosed.
US Government Excludes Microsoft from Visa Program
The US government has barred Microsoft from participating in the permanent residency process for foreign workers with H-1B visas, accusing the company of abusing the program. Vice President JD Vance stated that Microsoft laid off 6,000 American employees last year while benefiting from 6,300 H-1B visa holders. The Department of Labor, led by Keith Sonderling, will not accept new permanent residency applications from Microsoft, as well as several consulting firms and Adobe. This action comes weeks before the midterm elections and reflects the Trump administration's broader criticism of the H-1B program, which it claims disadvantages American workers. Microsoft has not yet responded. The move could impact the tech industry's ability to retain skilled foreign talent.
Outlook to Block MSIX Files as Email Attachments
Microsoft has announced that Outlook will begin blocking MSIX file attachments, a move aimed at preventing malicious distribution through email. The change affects both the classic Outlook for Windows and the new Outlook for Windows, as well as other clients like Outlook on the web. Microsoft's decision comes in response to the increasing use of MSIX files in phishing and malware attacks. The block will be implemented in phases, starting with a controlled rollout and then expanding to all users. The company advises users to use alternative secured methods for sharing such files. This technical update is part of Microsoft's broader security enhancements for its email clients.
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