Bringing the power of AMP to Gmail - The Keyword

AMP Gmail

"The mobile web is great for distributing and sharing content, but mastering performance can be tricky", said Google.

The company said it plans to bring AMP stories to more Google products in the future, and expand the ways they appear in Google search. An extension of Google's Accelerated Mobile Pages (AMP) project, this new format will allow content creators and publishers to produce visually rich, tappable stories. However, when users scroll down, they should be able to find the new "Visual Stories" section, as pointed out by 9To5Google. "Getting these key details right often poses prohibitively high startup costs, particularly for small publishers". For interested publishers, you can check out how to develop AMP Stories here. Furthermore, in typical Google fashion, this technology is completely open-source so it's likely that we'll see further AMP improvements added in by other developers over time.

Google says the new spec being announced as part of developer preview will act as a powerful interface for developers to create more "engaging, interactive, and actionable" email experiences.

He said the software will make Gmail more user friendly: "With AMP for Email, it's easy for information in email messages to be dynamic, up-to-date and actionable".

For example, imagine you could complete tasks directly in email. With this came the opportunity to modernize one of the most popular places where people spend their time: email. That reach gives Google an advantage over other email programs as it rolls out new features.




Google's existing AMP for webpages is already an emerging standard for webpages on mobile. The process explains how to use audio and verifies that the story implements Google's best practices. More info is available at Google's ampproject.org website.

Interacting with email could be noticeably different within a few months.

"Don't use this. Don't encourage it", he writes.

With AMP, recipients will be able to respond to an email interactively through a form without having to click a link and redirect to another webpage outside of the email.

Google is following Facebook, following Instagram, following Snapchat.

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