Google officially launched today AMP for Email, which aims to transform emails from static documents into dynamic experiences resembling web pages. AMP for email arrives on Gmail, but other major email providers such as Yahoo Mail (which shares its parent company with TechCrunch), Outlook and Mail.ru also supports AMP emails.
It's been more than a year since Google first announced this initiative. Even by Google standards, this is a long incubation phase, although a lot of background work is needed for this feature to work.
AMP's promise for email is that it will turn basic messages into a good place to do your jobs. "Over the past decade, our web experiences have changed dramatically from static flat content to interactive applications. However, e-mail has remained largely the same, with static messages ending up being out of date or just "Gmail Product Manager, Aakash Sahney, writes.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, these messages become interactive. This means that you can confirm your participation in an event right from the message, fill out a questionnaire, browse the store's inventory, or respond to a comment – all without leaving your webmail client.
Some of the companies that already support this new format are Booking.com, Despegar, Doodle, Ecwid, Freshworks, Nexxt, OYO Rooms, Pinterest and redBus. If you regularly receive e-mails from these companies, it is likely that you will receive an interactive e-mail from them in the coming weeks.
For developers, support for this format should be fairly easy, especially if they already have experience creating AMP pages. The format supports many AMP markup features, including carousels, forms, and lists. It is also worth noting that these messages always include standard HTML markup as a fallback solution for AMP-enabled mail clients.
Since its first announcement, Google has also called on several partners who will support AMP for messaging on their platforms. These include the SparkPost email analysis and delivery platform, Litmus email design and marketing tool, Twilio Sendgrid, and SES and Amazon email and marketing tools. from Pinpoint.
Not everyone will like it (including our own Devin Coldewey). After all, AMP itself remains somewhat controversial as it creates new markup and infrastructure that would not be needed if users created simpler and faster Web sites. Email, which, despite all its weaknesses, remains one of the few formats compatible with all providers and all customers, will not be everyone's cup of tea either. However, marketers will surely love it and I doubt that most users will do politics here if it allows them to do their jobs faster.