Google is bringing AMP to Gmail, promising dynamic emails with interactive content

AMP for Email

Google introduces Accelerated Mobile Pages for Email to make Gmail more engaging interactive and

Based on a diverse architecture using Javascript, HTML and open source technologies, AMP is created to serve up mobile-optimized content (and ads) with minimal data requirements on mobile networks.

Google says AMP for Email will also make it possible for third-party sites to keep information up-to-date in emails, so a person might be able to see things like the tracking progress of their package, flight information, and recent news. The concept is built on the success of stories on social media and uses an interface that will be familiar to Snapchat, Instagram and Facebook users.

Today AMP stories are available for everyone to try on their websites.

Google launched its own "stories" format Tuesday to compete with Snapchat and Instagram with image-driven news articles aimed at mobile phone and tablet users. Tap on any of the different stories to begin exploring. If you want to preview the AMP stories feel free to click on the link.


The publishers which have been working with Google in developing AMP stories for the web are; Time Warner's CNN, Hearst, Mashable, Meredith, Mic, Vox Media and Washington Post. "The format comes with preset but flexible layout templates, standardized UI controls, and components for sharing and adding follow-on content". In March of previous year, Google said there were more than 2 billion AMP pages on some 900,000 domains. It will be interesting to see how this new format and content performs against the "Top Stories" content - across all metrics of engagement. With the format, publishers can use images, videos and graphics - with the goal of engaging users more quickly and deeply.

In order to take advantage of this clear shift towards mobile device usage, Google developed AMP, or Accelerated Mobile Pages, for its search results.

Just type in one of those publications, and you will be shown a standard looking Google search results page. AMP Stories are available from today but only on mobile browsers. "We continue to be focused on creating the best content for every platform, and the creative possibilities on AMP stories are endless".

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