February 14, 2018 // 11:28 a.m.
Advertising giant Google has announced that it is bringing its controversial Accelerated Mobile Pages (AMP) technology to Gmail, its free-to-use webmail platform, to allow developers to 'create more engaging, interactive, and actionable email experiences'.
Despite criticism, Google has announced it is pushing its AMP programme to the next level by integrating it directly into its Gmail webmail platform - and in doing so is allowing senders to automatically update messages after they've already arrived in users' inboxes. 'Today, we're bringing the power of AMP to email through the Gmail Developer Preview of "AMP for Email,"' explains Gmail product manager Aakash Sahney in the company's announcement. 'This new spec will be a powerful way for developers to create more engaging, interactive, and actionable email experiences.
'For example, imagine you could complete tasks directly in email. 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.'
The specification has been launched with, Sahney claims, interest from companies including Pinterest, Booking.com, and Doodle, while actual integration for end users will arrive in an update to Gmail scheduled for later this year.