Google wants to AMP up Gmail to make interactive emails more useful

Image source: Google

Google wants to add dynamic email built using AMP (Accelerated Mobile Pages) to Gmail web users. This initiative will make emails incorporated with interactive elements that allows for user interaction without the need to open another browser window.

AMP now enables all-new email experiences like being able to submit RSVPs to events, fill out questionnaires, browse catalogs, or respond to comments right within the email. Emails can also stay up to date, displaying the freshest content from comment threads or the latest recommendations.

Image source: Google

For example, in Google Docs, when a user is mentioned in the document’s comment, he will get to see an up-to-date thread in Gmail. He can then act on it within the email message.

Other businesses have also incorporated AMP for Email to make their email communication “more actionable and relevant.” These companies include Booking.com, Despegar, Doodle, Ecwid, Freshworks, Nexxt, OYO Rooms, Pinterest and redBus.

According to Google, dynamic email, like Gmail, is “safeguarded by best-in-class privacy and security protections.” As an added security layer, parties who want to send dynamic email will have to be reviewed by Gmail first, before they can get started. Other web-based email service providers like Yahoo Mail, Outlook.com, and Mail.Ru are also in on the act with their support for AMP for Email.

In late 2015, Google’s AMP initiative for mobile web pages was announced and it was the company’s riposte to Facebook Instant Articles and Apple News. Then, AMP was used to speed up the loading of mobile web pages and other support feature-rich content. Now, Google is implementing the same interactive user experience for Gmail.

Source: Google, Accelerated Mobile Pages Project