Google has been working on the open-source Accelerated Mobile Pages or AMP framework for a couple of years now. The initial goal was to help publishers cut down on load times for their readers but Google has improved the framework considerably since then. It’s now going to modernize email using this frame with a feature it’s calling AMP for Email.
AMD for Email will enable developers to create new email experiences that are more engaging, interactive, and actionable. It will let users take quick actions like RSVP to an event or schedule an appoint right within Gmail itself.
The feature will enable developers to keep the information in their experiences as up-to-date as possible so that the content is always accurate when a user accesses it. Developers will essentially be embedding widgets with actionable functions to enable users to browse their sites from within the email. This will let users get more done inside Gmail.
Google has revealed that companies like Pinterest, Booking.com, and Doodle are now working with it to develop new experiences for consumers using AMP for Email. Developers can access the AMP for Email spec starting today and the company says that it will add support in Gmail for this functionality later this year.