AMP Emails

AMP for Email builds on that foundation by allowing developers to make a boring old static email more dynamic, with content that can be updated, products that can be purchased, questionnaires that can be completed, and appointments that can be booked — all from within the email message.

Google is officially launching its so-called AMP for Email project into general availability today, allowing companies to give their emails a more engaging and interactive web-like experience.

Google first debuted AMP for Email  it’s built on the same technology that underpins accelerated mobile pages (AMP). The AMP Project, is an open source framework designed to enable quick-loading and optimized mobile web pages, and it is now used by tens of millions of domains.

AMP for Email represents a notable step in the evolution of email. Though email has improved incrementally over the past few decades, its core has remained the same: a self-contained silo for static messages that is prone to going out-of-date. Enabling a more dynamic web-like experience offers marketers, for example, more opportunities to target consumers, with perhaps auto-refreshed dates on special promotional offers.

The web experiences have changed enormously — evolving from static flat content to interactive apps — yet email has largely stayed the same with static messages that eventually go out of date or are merely a catalyst to accomplishing a more complex task.  Old style email If you want to act, you usually have to click on a link, open a new tab, and visit another website.

AMP for Email signifies a long line of initiatives that encourage internet users to stay away from third-party websites sine that would be safer. With dynamic emails, users will have even fewer reasons to visit websites directly.

Your emails can stay up to date so you’re always seeing the freshest information, like the latest comment threads, sales and recommended actions. Dynamic email, you can easily take action directly from within the message itself, like RSVP to an event, fill out a questionnaire, browse a catalog, or respond to a comment.

AMP is an open source project. This means that other email providers will be able to access this new dynamic email technology, including Microsoft’s Outlook.com, Russia’s Mail.ru, and Yahoo Mail, which will eventually introduce support.  Additionally, third-party email design and delivery platforms such as Twilio’s, Amazon SES and Amazon Pinpoint, and Litmus already — or will soon — support the AMP specification.

Google is officially launching its so-called AMP for Email project into general availability today, allowing companies to give their emails a more engaging and interactive web-like experience.

Additionally, third-party email design and delivery platforms such as Twilio’s Sendgrid, Amazon SES and Amazon Pinpoint, and Litmus already — or will soon — support the AMP specification.

Though Google has always striven to position AMP as an open source project for anyone to use — major companies such as eBay have long adopted it to speed up their mobile websites — Google has had to fight to convince the world that AMP isn’t purely about helping Google. AMP has often been criticized for being the antitheses of an open web, given that Google hosts the AMP cache and it can glean analytics from any website that uses AMP.

AMP project announced new ‘open governance’ committees a few months back, consisting of Microsoft, Twitter, among others. This governance model now also has an AMP for Email working group. The two goals of this group are to increase email provider knowledge sharing to promote higher cross-provider compatibility of sender emails, channel community feedback to senders and providers to support ongoing innovation of the spec.

Dynamic emails will start showing up for Gmail users on the web, with support coming soon for Gmail’s mobile apps. G Suite admins will need to activate the feature within their console before dynamic emails will show up. It also perhaps goes without saying that if you access Gmail through a third-party mail app that doesn’t support AMP, then you’ll be served the static version of the email.  It’s worth noting here that Google promises that it will vet all email senders before they can send dynamic emails.