The critical tool in making email valuable is the use of Accelerated Mobile Pages (AMP) email format that allows recipients of AMP emails to interact dynamically with the content directly in the message.

The AMP format allows for:

Senders to include AMP components inside more dynamic emails;
Modern app functionality; and
A variety of interactive experiences such as surveys.
AMP emails are currently supported by Gmail, Yahoo and Outlook platforms, however Microsoft has announced its plan to create their own AMP-enabled dynamic email platform.

The latest report nominates Acoustic, Adobe, Bluecore, Braze, Cheetah Digital, Cordial, Dotdigital, Epsilon, Exponea, Iterable, Oracle, Salesforce and Zeta Global as significant using a 23-criterion evaluation to score them for their B2C marketing offering. 

Looking closer at the platforms and how they rated, the report put Zeta Global, Epsilon, Oracle and Cheetah Digital as leaders of the pack, while Salesforce, Dotdigital, Cordial, Acoustic, Adobe and Iterable are strong performers and Braze, Bluecore and Exponea are still found to be contenders.