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

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At launch, AMP Stories is still a work in progress. The feature will also allow developers to add widgets within email that are constantly updated and will be beneficial to users since they allow for natural interaction.

In a blog post announcing the software, Aakash Sahney, Gmail product manager said, "For the past few years, we've worked to make mobile pages load faster through an open-source framework called Accelerated Mobile Pages (AMP)".

"The mobile web is great for distributing and sharing content, but mastering performance can be tricky", Galfi wrote. For now, though, this is only a preview that is meant to give developers and publishers time to support this new format.

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"AMP stories aim to make the production of stories as easy as possible from a technical perspective", Google said. 'This new spec will be a powerful way for developers to create more engaging, interactive, and actionable email experiences. With AMP for Email, though, they simply send an email asking for the other person's availability, and the two will be able to coordinate on a form within the email-they won't need to be redirected to another webpage.

[Free Download: 10 ways to help your email engagement skyrocket]Google says the AMP for Email feature will allow you to do things like RSVP to events, browse and interact with content, or fill out forms without leaving an email. Companies developing features for AMP for Email include Pinterest, Booking.com, and Doodle. 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's hope is that other email clients will also adopt the standard. For Snap Inc, Google's new push into this landscape could spell trouble for the company, which has taken large strides to become a destination for publishers who want to reach a younger, mobile-first audience. Google has a significant partnership with the CMS (used by 29 percent of the web) and is investing its own resources in the platform's development. No one cares. No one is being inconvenienced by this aspect of email (inbox overload is a different problem), and no one will gain anything by changing it.

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