Google Introduces AMP for Gmail, Bringing Web-like Actionable Content to Email

Alicia Guzman
February 14, 2018

Akin to "stories" more commonly associated with apps like Snapchat, Instagram, and Facebook, Google debuted previews of what it's calling AMP Stories in Google Search on mobile.

First, let's look at the upside, as Google presents it. The format is based on Google's Accelerated Mobile Pages framework for loading web pages on mobile devices more quickly.

"The mobile web is great for distributing and sharing content, but mastering performance can be tricky. Our team can easily create attractive, media-rich stories that our users can now access quickly across the web", said Doug Parker, Vice President of Digital Design at Meredith. "Getting these key details right often poses prohibitively high startup costs, particularly for small publishers".

"AMP stories" articles fill the screen and are image and video led. Like AMP, the AMP story format is open-sourced, so anyone can use it.

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"Many people rely on email for information about flights, events, news, purchases, and beyond", noted Gmail product manager Aakash Sahney. The feature, called AMP for Email, will allow developers to make emails "more interactive and engaging".

"For example, imagine you could complete tasks directly in an email".

"With AMP for email, information in email messages can be dynamic, kept up-to-date and made actionable", Google AMP project engineering lead Malte Ubl said in a blog post.

It'll also allow emails to have embedded widgets that can constantly auto-update and can add other functionalities.

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Google has launched AMP Stories, a feature that lets publishers create content similiar to Instagram Stories, but for mobile websites.

However, unlike the implementations from Snapchat and Instagram, the Google AMP stories don't now allow advertising to be incorporated.

Google is furiously optimizing its platforms for mobile, and with good reason, too.

"That's how Google wants to "modernize" your inbox", writes Coldewey.

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Interacting with email could be noticeably different within a few months. The AMP technology was started to help publishers, but as its capabilities started to expand over time, it's now one of the best ways to build rich web pages.

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