Google Brings AMP Format to Gmail for Making Email Messages More Interactive


Google has launched the AMP Project two years ago and has seen some good results with the project. Now, google is bringing the AMP format to Gmail for making the email messages much more interactive than they usually are. Google’s AMP Project has been updated to support more visually engaging and immersive storytelling. This project optimize the content delivery very accurately.

AMP makes it possible to update a meeting invitation, get updated flight information and fill out forms and questionnaires, among other tasks, without leaving the confines of the popular email program. The new “AMP for Email” project, announced this morning, expands the reach of the AMP framework, a stripped-down version of HTML created by Google, Twitter and other companies to make mobile web pages load faster.

“This new spec will be a powerful way for developers to create more engaging, interactive, and actionable email experiences,” writes Aakash Sahney, Gmail product manager, in a post announcing the news. AMP on mobile webpages competes against Facebook’s Instant Articles and Apple News as alternatives to publisher websites. Google also announced a new “story” format for AMP this morning, competing against similar offerings from Snapchat and Facebook’s Instagram.

For example, imagine you could complete tasks directly in email. 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 easily kept up-to-date, so emails never get stale and the content is accurate when a user looks at it. Companies like Pinterest, and Doodle are developing new experiences for consumers using AMP for Email, and we’re excited to see what others will do soon. Designed to make visual storytelling easier on mobile devices, AMP stories provides publishers with templates that can be adapted according to brand and style needs, Galfi added.

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