Google Announces Google AMP Email
Google is continuously innovating content, search, and the user experience online. Their latest announcements online and at the AMP conference in Amsterdam, share their vision for a more interactive email experience.
“Today, we’re bringing the power of AMP to email through the Gmail Developer Preview of AMP for Email — a new way for developers to make emails more interactive and engaging,” said Gmail product manager Aakash Sahney. “With AMP for Email, it’s easy for information in email messages to be dynamic, up-to-date and actionable.”
With the new email format, consumers will be able to make purchases, read full articles, RSVP to events, book appointments and more within the layout of their email – without having to open a new window or visit and external website.
The announcement comes on the heels of their announcement of the launch of the AMP story format for mobile content. The format is similar to Instagram or Snapchat stories with easy click through mobile format. “It’s a mobile-focused format for creating visually rich stories,” explains Google AMP product manager Rudy Galfi. “It swings the doors open to create visually interesting stories.”
Google will utilize their new Amp Stories format with their Amp for Email technology.
In the aftermath of this announcement, marketers are left to consider the implications of this move on their marketing, and to prepare to pivot their strategies and tactics accordingly. Quick email loading speed, next-level functionality and mobile-first design will undoubtedly increase email-driven conversions. What will you change with your email marketing strategy now that Google has revealed more of their full AMP vision?