Google launches AMP for Email to make emails more interactive

Google launches AMP for Email to make emails more interactive

The AMP Stories format is available for free, open to anyone to use.

There is no dearth of "inspiration" in the world of tech.

The overall idea here isn't all that different from the stories format you are probably already familiar with from the likes of Instagram and Snapchat. That's why Google is updating its popular email service, Gmail with its Accelerated Mobile Pages (AMP) capabilities. The goal, according to the search giant, is to make email more engaging, actionable, and interactive.

Immersive content has become the bone of contention on digital platforms. Sahney cites the example of a contractor who can't see a client's online calendar being able to send email with an embedded questionnaire to find out when that client is available. Publishers can signup here to test the new format.

Google launched its open-source framework AMP in February 2016 to enable developers build a faster mobile browsing experience for customers. In March of a year ago, Google said there were more than 2 billion AMP pages on some 900,000 domains.

"AMP stories have incredible potential to enhance how we create mobile content".

Though Google is also an author of/contributor to the AMP plugin, when I asked specifically about support for the AMP Story format, Google referred me to Automattic/WordPress. You'll note from the screen capture below that the AMP Stories display in a "Visual Stories From..." carousel in the SERP above the "Top Stories from..." carousel.

Conceptually, the AMP Stories format is similar to Snapchat's Stories, which it first introduced in 2013, which lets users stitch together photos, videos, and text into a clickable sequence of tiles.

Google AMP has certainly not been without criticism, though. Often times, images, graphics and videos do not load properly on AMP pages. This will bring up the standard looking Google search results page. Just like any web page, a publisher hosts an AMP story HTML page on their site and can link to it from any other part of their site to drive discovery. Considering Google also serves up ads based on the content of your email, any extra information it can get from there is also a potential boon to its bottom line.

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