Google Introduces AMP for Gmail, Bringing Web-like Actionable Content to Email

Google is advancing its Accelerated Mobile Pages (AMP) to the next level with the release of an all new story format optimized to enable publishers to build and share content rich in visuals, video, and animation – all within Gmail.

According to a new press release from the search engine giant, Google is bringing it AMP capabilities to email today through a developer preview for Gmail. The feature, called AMP for Email, will allow developers to make emails “more interactive and engaging.”

“Today, we’re bringing the power of AMP to email through the Gmail Developer Preview of AMP for Email — a new way for developers to make emails more interactive and engaging,” said Gmail product manager Aakash Sahney. “With AMP for Email, it’s easy for information in email messages to be dynamic, up-to-date and actionable.”

AMP for Email is a web-like experience designed to make emails more engaging and interactive. One of the key benefits of AMP for email will be that content within an email can be updated, and recipients will be able to browse email content much like they would a web page.

The new solution will make it possible to take simple actions directly within the layout of the email – without the need to click a link or visit another website. Check out Amp for Email in action below:

“Many people rely on email for information about flights, events, news, purchases, and beyond,” noted Sahney. “With AMP for Email, it’s easy for information in email messages to be dynamic, up-to-date, and actionable.”

The AMP for Email spec is available starting today, and Google is planning for support in Gmail later this year.