Google has changed emails massively, and it's here to stay
What's the story
Google is bringing its accelerated mobile pages (AMP) capabilities to email through a developer preview for Gmail.
The feature, called AMP for Email, will allow users to make emails more "interactive and engaging". Google envisions that it will allow for an unprecedented expansion in email functionality.
Google's existing AMP for webpages is already an emerging standard for webpages on mobile.
Information
How to get developer preview access to AMP for Email
AMP for Gmail is set to launch later this year. In case you're interested for a preview, you can get developer preview access to AMP for Email in Gmail by signing up through Google.
AMP functionality
AMP will transform how we use Gmail
AMP for Email is open-source, and thus allows developers to play around with it and use it to their advantage.
It'll allow users to RSVP for events, browse and interact with content, and fill out forms all without leaving their inboxes.
It'll also allow emails to have embedded widgets that can constantly auto-update and can add other functionalities.
Do you know?
Google will start testing its AMP Stories features
Following Snapchat, Instagram, and then Facebook, Google also announced that it would start testing its 'AMP Stories', a feature similar to Snapchat and Instagram stories but in a format that is "visually rich" and which would appear on Google Search.
Using AMP
Companies have already started developing features for AMP for Email
Companies have already started developing features for AMP for Email.
A few such companies include Pinterest, Booking.com, and Doodle.
How will AMP work?
For instance, an email from Pinterest will allow you to browse through images and interact with content - exactly as you would do on the site - but within the email itself.