By Pascal Oparada (Social Media/Tech Reporter)
Google has introduced Accelerated Media Pages (AMP) for Email in its effort to turn emails from static documents into dynamic, web page-like experiences.
Google announced this initiative over a year ago.
The idea of AMP is that it will turn basic messages into a surface to get complex things done.
“Over the past decade, our web experiences have changed enormously, evolving from static flat contents to interactive apps. Yet, email has largely stayed the same with static messages that will eventually go out of date or are merely a springboard to accomplishing a more complex task,” Gmail Product Manager, Aakash Sahney said.
Sahney said before the introduction of AMP for Email, recipients had to click a link to visit another website in order to take action. But that is a thing of the past now as users can take action right in their inbox.
With AMP, those messages become interactive, meaning users can RSVP for an event, fill out a questionnaire, browse through the store’s inventory or respond to a comment without leaving their inbox.
Google has also brought on a number of partners that will support AMP for Email on their platforms. These include email delivery and analytics platform SparkPost, the email design and marketing tool Litmus, Twilio Sendgrid and Amazon’s SES and Pinpoint email and marketing tools.
AMP was introduced by Google in October 2015 to help web pages load faster.
Some analysts believe AMP was not good because of concerns raised by advertisers that their adverts were not getting noticed on websites which run AMP.
