Gmail had received the AMP (Accelerated Mobile Pages) support more than a year after Google announced the new development. With this new development, “dynamic” emails with interactive content can be accessed through Gmail. Users can take action such as RSVP to an event, fill out a questionnaire, or browse a catalog directly from within an email. Companies like Oyo Rooms, Pinterest, Booking.com and RedBus are among the early adopters of AMP for Gmail. Similarly, email clients such as Outlook, Yahoo Mail, and Mail.ru are set to add AMP support.
Google in a blog post highlighted that, with AMP for Gmail, users will be able to reply to an existing comment, RSVP to an event, or fill out a questionnaire directly from within the email they’ve received. This adds a dynamic nature to emails and reduces the burden of moving from one tab to another to perform a certain task.
For example, take commenting on Google Docs, instead of receiving individual email notifications when someone mentions you in a comment. Now, you will see an up-to-date thread in Gmail where you can easily reply or resolve the comment, right from within the message.
The new experience on Gmail isn’t something afresh. Google announced AMP for emails back in February last year. It came as an expansion to the existing AMP project that Google aimed to make web pages load faster on mobile devices. However, Google has now disclosed that it is releasing a beta of AMP for Gmail to the general G-Suite audience.
At present, support for AMP is rolling to Gmail users on the Web, though mobile users would also get a similar experience in the coming future. G Suite customers will be able to enable dynamic email for their organisations directly from the Admin console in the next few days.
Google is currently working in partnership with Booking.com, Despegar, Doodle, Ecwid, Freshworks, Nexxt, Oyo Rooms, Pinterest, and RedBus which will start offering dynamic emails. Likewise, third-party email products, including Amazon SES, Litmus, Pinpoint, SparkPost, and Twilio Sendgrid are implementing necessary changes at their end to enable AMP support. Email clients such as Outlook, Yahoo Mail, and Mail.ru are also planning to bring up a new experience.