Google brings controversial AMP platform to Gmail

14 February, 2018, 19:25 | Author: Grady King
  • AMP for Email

Despite criticism, Google has announced it is pushing its AMP programme to the next level by integrating it directly into its Gmail webmail platform - and in doing so is allowing senders to automatically update messages after they've already arrived in users' inboxes.

"AMP stories provide a mobile-first experience for storytelling that digital news publishers can publish on their own sites and can easily distribute across the open web", said Rudy Galfi, Product Manager for AMP at Google.

Initially, it'll only be available for those who sign up to the optional Gmail Developer Preview of AMP for Email.

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Ladies and gentlemen, meet AMP stories.

In what can only be described as an upgrade, Google started working on "Stamp" (stories plus AMP) earlier this year, and it looks like we'll get to see it go live on our devices soon. That reach gives Google an advantage over other email programs as it rolls out new features.

Google has introduced a new AMP story format to take AMP to a new level.

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With Gmail on AMP, developers can create newer, more interactive and actionable email experiences, says the company.

Eventually, AMP for Email could allow content creators to continue updating information in previously sent emails for messages that "never get stale and the content is accurate when [ever] a user looks at it", Sahney added. This format also attracts young generation through this story format as Google has adopted this style from Snapchat and everyone knows that Snapchat has mostly young users under its umbrella.

Interacting with email could be noticeably different within a few months. According to Google, you can RSVP to events, browse content, and fill out forms without leaving your email. Unsurprisingly, that mostly meant quickly loading and rendering existing articles on news sites, recipes and other relatively text-heavy content. Companies developing features for AMP for Email include Pinterest, Booking.com, and Doodle. Google aims to make the whole process easy for publishers with layout templates, standardized UI controls, and components for sharing and adding follow-on content.

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