Applies to: the AMP category in the builder
These are the components recipients can use inside the email. They are the reason to send an AMP email rather than an ordinary one, and everything they submit comes back to you in Analytics.
There are seven:
Component | What a recipient does |
|---|---|
Star | Rates 1–5 stars and optionally leaves written feedback |
Rate it | Picks one of five emoji |
Like & Dislike | Picks thumbs up or thumbs down |
Form | Fills in fields you have defined and submits them |
Carousel | Swipes through images |
Product Carousel | Browses products pulled live from your own API |
Spin the Wheel | Spins for a prize |
Not every inbox supports AMP, and your domain has to be approved before the ones that do will render it (AMP approval). So every interactive component automatically produces a fallback for those recipients: a short prompt — "Fill out the form" by default — and a button that opens the same interaction in their browser.
This matters more than it sounds. It means you never lose a response because someone was on an unsupported inbox, and submissions from the fallback are recorded alongside the in-email ones. You can edit both the prompt text and the button label in the component's settings.
A 1-to-5 star rating with an optional free-text comment.
Default fields
Rating — 1 to 5, required.
Feedback — a comment box, optional.
Settings — the heading and subheading, the submit button's label and style, and the fallback prompt and button.
Use it for post-purchase feedback and CSAT. Keep the heading specific: "How was your delivery?" gets a better response rate than "Share your feedback with us."
A single-choice emoji scale: 😡 😕 😐 🙂 😍
One tap, no typing — this is the component with the highest response rate, so reach for it when you want volume rather than detail.
Settings — heading, subheading, and the fallback prompt and button.
A thumbs up / thumbs down choice. Best for a single yes-or-no reaction: did this article help, do you want more of this, is this product right for you.
Settings — heading, and the fallback prompt and button.
A form you define yourself, submitted from inside the email.
Field types
Type | Use it for |
|---|---|
Text | Short single-line answers |
Textarea | Longer written answers |
Radio | One choice from several options |
Checkbox | Any number of choices from several options |
Building a form
Select the Form component and open its settings.
Add a field, choose its type, and give it a label (what the recipient reads) and a name (the column heading you will see in analytics and exports).
For radio and checkbox fields, add the options.
Mark fields required where an answer is essential.
Set the submit button's label.
Keep forms short. Every extra field costs you completions, and an email form competes with an inbox full of other things.
A swipeable set of images inside the email. Add your images, set each one's alt text and optional link, and order them by dragging.
The first image is the one most people will see, so lead with it.
A carousel whose contents are fetched live from your own API each time the email is opened — so prices, stock and products are current at the moment of opening, not at the moment of sending.
Setting it up
Select the component and open its settings.
Enter your API endpoint (URL).
Add any custom headers your endpoint needs, such as an authorisation header.
Use the test control to fetch from the endpoint and confirm the data comes back in the shape the carousel expects.
Requirements for the endpoint
It must be reachable publicly over https:// — an endpoint behind a VPN or on localhost cannot be reached from a recipient's inbox.
It must allow cross-origin requests, or inboxes will refuse to load it.
It should be fast and highly available. If it is slow or down when someone opens the email, the carousel has nothing to show.
Do not put secrets in the headers that you would mind being visible — treat the endpoint as public and serve only the product data the carousel needs.
A prize wheel the recipient spins in the email, landing on one of your segments.
Settings
Spinner Settings — the start and stop button text, and the colours of the spinner background, pointer, button and button text.
Wheel Segments — between 2 and 8 segments. Each has prize text, a segment colour, a text colour, a Win Ratio, and under Advanced Settings a description (the message shown when it is won) and a Claim URL the winner is sent to.
Win Message — the label on the claim button shown after a win.
Win Ratio is the setting people ask about most: it is a weight, not a percentage, and it decides how often each segment is won relative to the others. Win Ratio explained covers it in full, including why the values do not need to add up to 100 and why it cannot cap how many times a prize is awarded.
Things to know
Slices are always drawn equal in size, whatever their Win Ratio. Recipients cannot read the odds off the picture.
The prize is decided on our servers at the moment of the spin, not when the email is sent, so it cannot be tampered with in the inbox.
A recipient's result is recorded against their email address. If they open the email again later, they see the same prize.
Changing prize text or colours redraws the wheel image; changing a Win Ratio does not.
Every interaction — a rating, a form, a spin, whether from inside the email or from the browser fallback — is recorded against the recipient's email address and appears in the template's Analytics → Submissions table, which you can filter by date and export to Excel. See Analytics.
