Google on Tuesday announced its plan to bring in its Accelerator Mobile Pages (AMP) technology to Gmail that will allow users to browse and complete simple tasks within the email itself. The move will make email services "more engaging, interactive, and actionable", according to Google.
"With AMP for Email, you’ll be able to quickly take actions like submit an RSVP to an event, schedule an appointment, or fill out a questionnaire right from the email message," Sahney stated. This means that users would now be able to complete tasks within the email, without opening in a browser. "AMP for Email will also make it possible for information to easily kept up-to-date, so emails never get stale and the content is accurate when a user looks at it," Sahney added.
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For example, a mail from a hotel booking app will help you explore more options from within the mail itself, without moving to another browser or clicking on a link, as is the case now. While Google launched its AMP for Email spec for developers on Tuesday, the company says it plans to roll out the AMP support for Gmail to users later this year.
Google's AMP Project is an open-source initiative that enables the creation of websites and adverts that are fast and interactive across devices and distribution platforms. It is a rival to Facebook's Instant Articles that allows users to read or open links without really leaving the Facebook window. Similarly, AMP technology will speed up websites by stripping down the unnecessary clutter.
Google informed that companies such as Pinterest, Booking.com and Doodle have already developed new experiences for consumers using AMP for Email.