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With AMP for Gmail, emails will feel more like websites

This could be pretty cool.

amp for gmail shown on blue background
Image: Google

Last year, Google announced that they were bringing AMP for Email to Gmail. For the ill-informed, the Accelerated Mobile Pages Project (AMP) is a type of website publishing technology developed by Google to compete with Facebook’s Instant Articles.

Today, Google finally announced that they were bringing the widely anticipated feature to Gmail.

AMP for Gmail

As previously mentioned, Google announced the release of its widely anticipated AMP for Email feature to Gmail. This would enable users to browse emails more dynamically and have a webpage-like experience.

With the new feature, simple messages can be turned into a platform of getting things done. Emails will become far more interactive with users. Gmail Product Manager, Aakash Sahney states that “Over the past decade, our web experiences have changed enormously—evolving from static flat content to interactive apps—yet email has largely stayed the same with static messages that eventually go out of date or are merely a springboard to accomplishing a more complex task.”

Still don’t understand what AMP for Email does? Here is a gif that shows you a demonstration of how AMP for Email works.

It’s very simple for developers to add support for the new feature if they have prior experience with building AMP pages

Standard HTML markup language is still present as a fallback for email clients that support AMP. Some companies like Booking.com and Doodle already support the new feature and more companies continue to add support for AMP for Email.

Don’t use Gmail? No need to worry, as AMP for Email is also coming to Yahoo Mail, Outlook and Mail.ru. Google has also brought AMP for Email to email delivery platform SparkPost, email design tool Litmus, Twilio Sendgrid and Amazon’s SES and Pinpoint email tools.

What do you think? Glad to see AMP features coming to Gmail? Let us know down below in the comments or carry the discussion over to our Twitter or Facebook.

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Murtaza is a Computer Science student who takes immense interest in mobile technology. He believes the future of computing lies in smartphones because ARM architecture will eventually take over. He also loves to tinker with ROMs and kernels keeping up with the latest in smartphones.

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