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tinyfav.com February 20, 2018


Google is adding fast-loading AMP technology to Gmail

14 February 2018, 07:24 | Hattie Nash

Gmail to support AMP technology to make email much more interactive

Google brings AMP Stories to Google Search to deliver visually rich content

Google's AMP for email in action. The AMP tech is traditionally used for fast-loading mobile pages; the Gmail integration is its first broader use case.

For now, Google is testing AMP-powered Stories and will roll them out more significantly over time.

Created to make visual storytelling easier on mobile devices, AMP stories provides publishers with templates that can be adapted according to brand and style needs, Galfi added.

Google has announced that it is launching AMP for Email through the Gmail Developer Preview in an attempt to modernise email. What is AMP? AMP is a Google's project aimed at faster delivery of content.

Google launches its own "stories" format with AMP Stories on the mobile web search result.

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The company explained that other email platforms will be able to integrate the technology. However, developers can access the feature right now via a developer preview. User interaction will be conducted through taps, which would take you from one portion of the story to the next - much like how you flip through Instragram Stories and Facebook Moments.

Though Google is also an author of/contributor to the AMP plugin, when I asked specifically about support for the AMP Story format, Google referred me to Automattic/WordPress. AMP for Email is open, so other email clients can use it as well, the post said.

On Tuesday, Google is debuting a new technology that enables senders of emails to automatically update the messages they send with fresh information - after they've landed in your inbox, and perhaps even while you read them. But instead of your friends' photos popping up, you'll find content from trusted publishers.

AMP for Email has only just been released, but Google said companies such as Booking.com and Pinterest are already building new experiences using the framework that should be made available to users soon.

[Free Download: 10 ways to help your email engagement skyrocket]Google says the AMP for Email feature will allow you to do things like RSVP to events, browse and interact with content, or fill out forms without leaving an email.



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