Earlier today, Google announced that its Accelerated Mobile Pages (AMP) tech is now available for Gmail and across the web. The feature has been in testing for over a year.
Called “dynamic emails,” the new feature offers web-based interactions that would normally require visiting websites on separate browser tabs. For example, you can RSVP to events, browse web content, fill out forms, and reply to Google Docs comments without leaving your inbox.
What’s interesting is that these dynamic emails automatically update to show you the latest information. For example, an online retailer can update its current product listings or a social network can update what’s on your feed.
Also, Google promises that dynamic emails are secure — Google checks out senders before they can send AMP-based emails.
For now, the list of approved senders only include Twilio Sendgrid, Litmus, and SparkPost. When Google first announced AMP-based emails in 2018, companies like Pinterest, Booking.com, and Doodle were working with the new feature. We can safely assume that those companies will eventually be approved senders.
In addition to Gmail, dynamic emails are also readable in Outlook, Mail.ru, and Yahoo Mail. Support for the mobile Gmail app is “coming soon.”
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