Google has announced it is bringing itsÂ Accelerated Mobile PagesÂ (AMP) technology to Gmail in order to make emails a lot more engaging and interactive.
The technology, which was originally designed to speed up websites by stripping down the unnecessary clutter, will power the newÂ Gmail Developer Preview application.
âToday, weâre bringing the power of AMP to email through the Gmail Developer Preview of AMP for Email â a new way for developers to make emails more interactive and engaging,â said Gmail product managerÂ Aakash Sahney. âWith AMP for Email, itâs easy for information in email messages to be dynamic, up-to-date and actionable.â
The new solution will practically make it possible to take simple actions (like booking a calendar appointment or RSVP-ing an event) directly within the layout of the email â without the need to click a link or visit another website.
Here is how this looks like:
After introducing AMP back in 2015, the Big G continued to hone the technology, eventually integrating it into its ad formats in order to make them much lighter and faster. Now it appears the company wants to do the same with emails.
The idea to bake AMP straight into Gmail comes only hours after Google revealed its new AMP story format â which aims to empower creators to build image, video, and animation intensive experiences for mobile â at AMP Conf in Amsterdam earlier today.
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