An interactive Gmail AMP experience might seem weird at first but Google is integrating it into the digital client to modernize it…
Google first introduced AMP or accelerated mobile pages back in October 2015. AMP is an open-source technology which serves up web pages up to 85 percent faster than traditional pages. Now, the search engine is eagerly set to integrate that same speed tech into Gmail.
“Today, we’re bringing the power of AMP to email through the Gmail Developer Preview of ‘AMP for Email’. This new spec will be a powerful way for developers to create more engaging, interactive, and actionable email experiences,” Aakash Sahney, Gmail Product Manager announced.
Google Gmail AMP Initiative Announced
At first, it seems an odd combination. Particularly because few people complain about the speed of email. After all, email is pretty-much dominated by text and not images and video. That’s the whole purpose behind AMP, to strip down articles to deeply reduce load time. But, Google states it’s embarking on this project to modernize email.
“Many people rely on email for information about flights, events, news, purchases and beyond—more than 270 billion emails are sent each day. With AMP for Email, it’s easy for information in email messages to be dynamic, up-to-date and actionable.”
The initiative will kick off with developers. By inserting AMP technology into Gmail, developers can easily embed an interactive calendar. Doing that alone will greatly increase productivity.
Google is widely known for innovating email. By in October 2014, the company introduced Inbox by Gmail. It contains Smart Reply, a technology that automatically populates contextual replies based on the email content. In January of last year, began rendering saved AMP links in-app.
Currently, Pinterest, Booking.com, and Doodle are developing email AMP experiences. Google plans to roll out Gmail AMP support later this year.