Google is bringing AMP to email

AMP for Email

Google's AMP stories have the ability to transform quick short mobile magazine format which would be very effective for publishers to work more creatively and to produce easy-to-read articles. The AMP tech is traditionally used for fast-loading mobile pages; the Gmail integration is its first broader use case. Eliminating the need to open up a browser (if you're using the Gmail app) or to open a new tab, AMP for Gmail speeds up the user experience by allowing everything to happen in one place. The idea is for this format to offer new, creative and visually rich ways of storytelling specifically designed for mobile, wrote Rudy Galfi, product manager for AMP at Google, in a blog post. To give AMP Stories a try, head over to g.co/ampstories and search for a content provider from the above list to take a peek at what it will look like.

In what can only be described as an upgrade, Google started working on "Stamp" (stories plus AMP) earlier this year, and it looks like we'll get to see it go live on our devices soon. There are no ads in AMP stories, which hints towards a distraction-free tool for Google users.

But the real hope is that the new format will drive additional traffic to publisher sites.

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According to The Verge, developers will be able to make emails 'more interactive and engaging through the AMP for Email feature. Our team can easily create handsome, media-rich stories that our users will now be able to access quickly across the web. AMP for Email could also help you get more done in less time by allowing you to quickly RSVP to events, browse and interact with listings and campaigns, or fill out a questionnaire without ever leaving email.

AMP is an open specification, so it's available for other email clients to use, as well.

With AMP for Email, developers can embed constantly-updating widgets and include actionable functions in emails. Instead, this mobile-only content should be unique. Google now wants to use it in Gmail. For example, if you book a holiday in the coming future, you could be sent a booking confirmation email that automatically updates travel and accommodation information.

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