CONSUMER BEHAVIOUR ON THE WEB HAS CHANGED DRAMATICALLY OVER THE YEARS, BUT EMAIL HAS NOT. NOW, GOOGLE HAS ANNOUNCED IT’S BRING ACCELERATED MOBILE PAGES (AMP) TO GMAIL.
With the sole aim of making mobile pages load faster through its open-sourced framework, AMP started as an effort to help publishers, but as its capabilities expanded over time, it is now one of the best ways to build rich webpages. This got the brainboxes at Google thinking; how to modernise popular places where people spend their time, e.g. email.
This new spec of the Gmail Developer Preview of “AMP for Email” will be a powerful way for developers to create more engaging, interactive and actionable email experiences. You’ll now have the power to complete tasks directly in an email.
With AMP for email, you’ll be able to quickly take actions, like submit an RSVP to an event, schedule an appointment, fill out a questionnaire or add pins to your Pinterest account.
With more than 270 billion emails sent daily, many people rely on email for information about flights, events, offers, news and much more. An added feature of AMP for Email is to stop emails from becoming stale by making it possible for content to easily be kept up-to-date and accurate.
The AMP for Email spec is now available, and Google is planning for support in Gmail later this year. To get developer preview access, sign up to Google’s site here.
By bringing AMP to email, it opens up new possibilities for companies to engage with their audiences, and because it is an open spec, it can take many different forms and variations.