Google Makes Emails More Dynamic With AMP For Email

Google today officially launched AMP for Email, its effort to turn emails from static documents into dynamic, web page-like experiences. From a report: AMP for Email is coming to Gmail, but other major email providers like Yahoo Mail, Outlook and Mail.ru will also support AMP emails. It's been more than a year since Google first announced this initiative. Even by Google standards, that's a long incubation phase, though there's also plenty of backend work necessary to make this feature work.

The promise of AMP for Email is that it'll turn basic messages into a surface for actually getting things done. 'Over the past decade, our web experiences have changed enormously -- evolving from static flat content to interactive apps -- yet email has largely stayed the same with static messages that eventually go out of date or are merely a springboard to accomplishing a more complex task,' Gmail product manager Aakash Sahney writes. 'If you want to take action, you usually have to click on a link, open a new tab, and visit another website.' With AMP for Email, those messages become interactive. That means you'll be able to RSVP to an event right from the message, fill out a questionnaire, browse through a store's inventory or respond to a comment -- all without leaving your web-based email client.

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