Google has changed emails massively, and it's here to stay

Google search on mobile

AMP for Email will serve to make emails "more interactive and engaging" by allowing developers to create email content that is essentially evergreen - in other words, content that can dynamically change and stay up-to-date over time.

Today, Google announced the launch of AMP Stories, which provides content publishers with a mobile-focused format for delivering news and information as visually rich, tap-through stories. There are no ads in AMP stories, which hints towards a distraction-free tool for Google users.

Initially, Google will start indexing AMP stories in search results on a limited basis.

The Google AMP stories, as mentioned above, are styled in a similar way to Snapchat's vertical stories feature, which has since inspired similar designs from the likes of Facebook and Instagram - the latter launching the feature in 2016 to rave reviews. "The collective desire was that this format offer new, creative and visually rich ways of storytelling specifically designed for mobile", Google stated in its blog post on February 13. With AMP feature, Gmail will become dynamic.

The Accelerated Mobile Pages Project (AMP) was launched in October 2015 to improve the performance of the mobile web. For one thing, less clutter in your inbox, as senders will be able to update emails they've already sent rather than send new wholesale messages altogether.




With Gmail on AMP, developers can create newer, more interactive and actionable email experiences, says the company.

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

You'll see AMP Stories in your mobile search results, they'll be visually rich which includes images, videos and graphics to help tell a story. For instance, users would be able to RSVP an event, fill out a questionnaire, or schedule an appointment without having to exit Gmail.

With this announcement, Google wants to bring the power of AMP to email, which it argues in the post is "one of the most popular places where people spend their time".

As of now, AMP Stories does not allow advertising to be incorporated.

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