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A little over a year ago, Google had announced for the first time that it would email its accelerated mobile pages framework, or AMP, to enable the creation of richer experiences. and more dynamic in a digital realm where people still spend a disproportionate portion of their day. Today, Google has announced the arrival of AMP for Email, officially bringing to Gmail the features that will turn your messages into something that actually looks like an interactive webpage type experience.
In a blog post today, Aakash Sahney, product manager for Gmail, said that bringing AMP to Gmail is a consequence of the number of web experiences that have changed over the last ten years. Despite the evolution of these experiences, which have shifted from "static flat content to interactive applications," email has not kept pace with this change.
"As of today, we're improving the usefulness and interactivity of emails in Gmail," says Sahney. "Your emails can stay up-to-date so that you always see the most up-to-date information, such as the latest comment feeds and recommended jobs. With dynamic email, you can easily act directly from the message itself, such as confirming your presence at an event, completing a quiz, browsing a catalog, or responding to a comment. "
He gives as an example Google Docs and the way comments are integrated into Gmail messages. Instead of receiving a flood of e-mail notifications when, for example, someone you mention in a comment, you will now see a constantly updated thread in which you can reply and resolve comments from of this message.
Companies are already starting to use these features to make their emails more usable and more relevant to recipients. In the coming weeks, companies such as Booking.com, Freshworks and Pinterest will start sending missives demonstrating Google's capabilities in this area.
Pinterest, for example, facilitates the discovery of new ideas and saves them on charts, according to Sahney. "Like the rest of Gmail, dynamic email is protected by the best privacy and security protections," he says. "For added security, those who want to send a dynamic email must first be reviewed by Gmail before they can start."
In terms of who will start receiving them and when, dynamic Gmail messages begin to be broadcast to users today. Mobile support is coming soon, and Sahney also points out that if you use another email application with Gmail, you will see the static version of the email.
Source of the picture: Valentin Wolf / imageBROKER / REX / Shutterstock
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