Google is bringing dynamic, web-page like experiences for emails. The company announced Accelerated Mobile Pages (AMP) for Email “so that emails can be formatted and sent as AMP documents”, Google’s post read. AMP is Google’s web publishing technology that helps software developers to create faster-loading mobile content on the web.
With AMP for Email, Gmail users will be receiving messages that are interactive. Meaning, they can fill out a questionnaire, respond to a comment or browse through a store’s inventory – all without having to leave the web-based email client. On the other side, this would also require companies to opt for the new format and there are already a few like Booking.com, OYO Rooms, Doodle, Pinterest and others who support the feature. AMP for Email will begin rolling out to web users, and the Mobile support is coming soon.
“Over the past decade, our web experiences have changed enormously—evolving from static flat content to interactive apps—yet email has largely stayed the same with static messages that eventually go out of date or are merely a springboard to accomplishing a more complex task,” Gmail product manager Aakash Sahney writes. “If you want to take action, you usually have to click on a link, open a new tab, and visit another website.”
With that said, not everybody is happy with Google’s plan to “modernize” email. Developers argue that AMP for Email – that creates a new markup and infrastructure – wouldn’t be necessary if people created faster and simpler web sites, to begin with. Also, the new feature may not reliably work across all vendors and clients, they said.