Google has announced a new AMP for Email developers preview for companies to create more interactive emails. The feature, which is part of the Gmail developer program, will be generally available and supported in the email service later this year.
With AMP for Email, you’ll be able to quickly take actions like submit an RSVP to an event, schedule an appointment, or fill out a questionnaire right from the email message. Many people rely on email for information about flights, events, news, purchases and beyond—more than 270 billion emails are sent each day! AMP for Email will also make it possible for information to easily kept up-to-date, so emails never get stale and the content is accurate when a user looks at it.
Once AMP for Email fully rolls out, it will be much more like a website in your email than a static message.
As part of the announcement, Google indicated that Pinterest, Booking.com and Doodle are already working on content.
For those that are interested in signing up and checking out this new feature, you can do so here.
In case you don’t recall, AMP (Accelerated Mobile Pages) is a Google web standard that dramatically speeds up page rendering on mobile sites. It is something that has been around for about two years with wide adoption happening on the web (ClintonFitch.com is fully AMP enabled on the mobile version of the site).