Google today announced Gmail Developer Preview of “AMP for Email.” The company says that new feature will pave the way for developers to create more engaging, interactive, and actionable email experiences. AMP is Google’s way to make mobile pages load faster.
With AMP for Email, you can quickly perform actions like submitting an RSVP to an event, schedule an appointment, or fill out a questionnaire right from the email message. Google says that with AMP for Email it is possible for information to easily kept up-to-date, so emails never get stale and the content is accurate when you look at it.
Pinterest, Booking.com, and Doodle partnering with Google and are developing new experiences for consumers using this feature. The AMP for Email spec is available today, and support in Gmail is expected to come later this year. Developers who wish to get access to AMP for email in Gmail, they can sign up here. AMP for Email is an open-source spec allowing developers to bring in their own capabilities. With more than 270 billion emails sent each day, AMP for email is aimed at making interactions and engagements easier.