Google Brings Webpage Experience to Email With The AMP Format

Google has announced that it plans to turn emails into more dynamic experiences, thanks to its new AMP for Email feature. What the company plans to do is turn your run-of-the-mill email into a webpage-like experience that will actually help users get things done much faster and easier.

“AMP now enables all-new email experiences like being able to submit RSVPs to events, fill out questionnaires, browse catalogs, or respond to comments right within the email.” Vamsee Jasti, Product Manager, AMP Project, has said in a blog post “Emails can also stay up to date, displaying the freshest content from comment threads or the latest recommendations.“

The AMP format supports a good number of AMP markup features, which means that it won’t be too difficult for the developers to work on it, especially if they have had any previous experience in building other types of AMP pages.

Booking.com, Amazon and Pinterest are just a few of the companies that already support the AMP format and Google has mentioned that it will also bring around a few partners that will support the format on their platforms.

If you are subscribed to any of the pages who support the format, you can expect to see AMP emails dropping in your inbox quite soon.