Google launches AMP for Email to make emails more interactive

AMP Gmail

Along with the new AMP Story format, Google announced, today at its Conference in Amsterdam, a new way for developers to leverage the fast-loading, mobile-friendly AMP framework.

The Google AMP Stories would also look similar to what Stories on other platforms like Instagram look.

AMP's new story-focused format is aimed at helping publishers grab and keep readers' attention with more "immersive and easily consumable visual information", AMP product manager Rudy Galfi said in a Google Developers blog post today. However, the technology will make its way to Gmail soon, although Google has not released a roll-out date yet.

The US publishers, CNN, Conde Nast, Hearst, Mashable, Meredith, Mic, Vox Media, and The Washington Post, were the first selected to test the AMP Story.

Players Pinterest, Booking.com and Doodle are developing some of these experiences for Gmail users with AMP for Email. For example, Google aims to open AMP stories to all other publishers, but there are no tools developed for that yet. Called AMP stories, the new Google template is free and available to anyone.

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AMP for Gmail is set to launch later this year. The open source AMP framework, which is created to enable blazing-fast and efficient mobile web pages, is now used by 31 million domains. For one thing, less clutter in your inbox, as senders will be able to update emails they've already sent rather than send new wholesale messages altogether.

You'll see AMP Stories in your mobile search results, they'll be visually rich which includes images, videos and graphics to help tell a story.

With AMP support in email, one will be able to take quick actions like submitting an RSVP at an event, schedule an appointment, and fill out a questionnaire right from the email message.

For instance, an email from Pinterest will allow you to browse through images and interact with content - exactly as you would do on the site - but within the email itself. With that part of AMP being quite successful (if not always beloved) now, Google is looking to take AMP beyond these basic stories.

Devin Coldewey of TechCrunch writes that "AMP for email is a awful idea", advising: "Not good, Google".

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