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Google officially launched AMP for Email

Google announced that AMP for Email is officially launched, allowing emails to be dynamically rendered from static text files, and users can perform more actions directly in emails without having to jump out to other pages.

AMP for Email was first published in February 2018 and was officially launched more than a year later. AMP for Email In addition to going to Google’s own Gmail, other major emails including Yahoo Mail, Outlook, and Mail.ru will also support AMP email.


▲ With AMP for Email, users can perform various interactions directly in emails. 
(Source: Google )

“Our web experience has changed dramatically over the past decade, from static, flat content to interactive applications, but emails have remained largely unchanged, or outdated static messages.” Gmail product manager Aakash Sahney writes Road. Now with AMP for Email, users can interact with email messages, such as filling out surveys, browsing the online store, or replying to comments, without having to leave the email page.

▲ With AMP for Email, users can perform various interactions directly in emails. (Source: Google )

Some companies already support this new format, including Booking.com, Despegar, Doodle, Ecwid, Freshworks, Nexxt, OYO Rooms, Pinterest and redBus. Users who have emails with these companies may receive their interactive emails soon. Google has also found many partners to support AMP for Email on their respective platforms. These include the email analytics platform SparkPost, the email design and marketing tools Litmus, Twilio Sendgrid, and Amazon’s SES and Pinpoint.

It is not difficult for developers to support this specification, and it would be easier to develop experience with AMP web pages in the past. However, the messages in the email will still have a standard HTML format, which is an alternative to AMP email.


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Poorva Virmani
As Global Chief Creative Officer at TechGrits, Poorva helps team ambition to burnish the media's creativity product and reputation.