Google Launches AMP For Email To Bring Web-like Actionable Content To Gmail

Google today announced an extension of the AMP (accelerated mobile pages) program to include another popular communications medium. From a report: The internet giant unveiled the Gmail developer preview of AMP for email, a web-like experience designed to make emails more engaging and interactive. One of the key benefits of AMP for email will be that content within an email can be updated, and recipients will be able to browse email content much like they would a web page. So an email from Pinterest, for example, could contain actionable content, allowing users to Pin content to their own Pinterest account without leaving Gmail. Or they could complete a form to arrange a meeting, fill in a questionnaire, and do just about anything -- all from within the email itself. It's clear that marketers will be a major target audience here.