February 13, 2018

Google’s AMP aims to create a more interactive Gmail experience.


Google announced today it is bringing its Accelerated Mobile Pages (AMP) technology to Gmail to create more engaging and interactive experiences with email. With more than 1 billion users, Google’s goal with AMP is to modernize email through interactive and dynamic content without ever having to leave your inbox.

The feature, dubbed “AMP for Email” is available through the Gmail Developer Preview and is designed to give developers a new way to create more “interactive and actionable email experiences,” according to Gmail product manager Aakash Sahney.

This feature opens up new ways for brands to enrich the end users experience directly in their emails. AMP for Email allows subscribers to take simple actions like booking a calendar appointment, browsing and interacting with content, or answering a survey without ever leaving an email. This feature will also allow information and content to remain up-to-date, so the user sees current content when viewing the email.

Optimizing the email user interface is nothing new for Google. In May 2013, Google launched their quick action buttons in Gmail, designed to help users interact with a product or service right inside Gmail, without sending the user to another website. Designed to help you complete simple to-do’s actions, users can check in for their flight, track a package, or RSVP for an event directly in Gmail.

Video from Google

Many brands including Pinterest, Doodle, and Booking.com are taking advantage of this new creative landscape with AMP to deliver incredible user experiences and convenience. For those interested, you can request developer preview access to AMP for Email by signing up through Google.

With Google’s continued innovation in email, it is evident that capitalizing on the immense time users spend in their email is a valuable strategy not to be overlooked. Optimizing the email interactive capabilities is similar to a mini-app-like experience, and this trend is bound to grow more popular as a way to build better relationships and connect with users in new ways.

Author: Matt Vernhout

Matthew Vernhout is a digital messaging industry veteran and Certified International Privacy Professional (CIPP) with more than a decade of experience in email marketing. Matt is 250ok’s Director of Privacy, and he is currently the Vice Chair of the eec, after serving for several years as the Chair of their Advocacy Subcommittee.

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