The accelerated mobile pages (AMP) project has recently been in the news again since it has been first introduced by Google to the world in 2015. The open source AMP framework, which was initially designed for enabling fast and efficient mobile web pages, is now a thing used for 31 million domains. Recently, Google announced an extension of the AMP program to include another much-known communications medium.

The internet honcho had recently revealed the Gmail developer preview of AMP for email, which is quite similar to the web-like experience designed to make emails more interesting and attractive. Here, one of the main uses of AMP for email states that the content within an email would be updated, and recipients would be then able to browse email content much like present in a web page.

For instance, an email from Pinterest might as well contain actionable content, permitting users to Pin content to their own Pinterest account without leaving Gmail. Or they could even complete a form to arrange a meeting, fill in a questionnaire, and do just about anything, and all these from within the email itself. Thus, it’s clear that marketers would be a major target audience here.

AMP-EMAIL
 Image Credit: Venture Beat

Interestingly, this launch occurs on the same day as Google unveiled the AMP story format, which brings a Snapchat-like interactive format to the mobile web and features slides, graphics, videos, and more.

It is true that email has taken a back seat these days, by the rise of mobile messaging apps like WhatsApp, but it still remains healthy across realms such as business, commerce, and marketing. Indeed, reports indicate that some 270 billion emails were sent each day in 2017, up from 205 billion in 2015. So, in all probability, AMP for email could find a rather sizable niche.

Gmail product manager Aakash Sahney, added that “Many people rely on email for information about flights, events, news, purchases, and beyond. With AMP for Email, it’s easy for information in email messages to be dynamic, up-to-date, and actionable. Because AMP for email is an open spec, we look forward to seeing how other email clients will adopt it, too”.

AMP for email would be rolling out for Gmail later this year, once it graduates the developer preview. But, as with the broader AMP initiative, Google is eager to put stress on the fact that this isn’t really a purely Google-focused product.