Google wants to modernise email with AMP for Email

Google has announced that it is launching AMP for Email through the Gmail Developer Preview in an attempt to modernise email. The internet giant hopes that AMP can make email more engaging, interactive and “actionable”. It won’t be long until you get to experience amped up emails because Pinterest, Booking.com, and Doodle are all apparently working on content.

In its announcement, Google said:

“With AMP for Email, you’ll be able to quickly take actions like submit an RSVP to an event, schedule an appointment, or fill out a questionnaire right from the email message. Many people rely on email for information about flights, events, news, purchases and beyond - more than 270 billion emails are sent each day! AMP for Email will also make it possible for information to [be] easily kept up-to-date, so emails never get stale and the content is accurate when a user looks at it.”

Google has already opened up AMP for Email to developers, you can sign up here if you want to join the programme. Otherwise, Google says it’ll bring support to Gmail later this year. Thankfully, AMP for Email is an open spec which means that other email clients will be able to incorporate the technology too, so there will be no lock out if you use an alternative email client.

Source: Google | Image via The AMP Project (YouTube)

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