Google to bring interactive content and automatic updates to Gmail

AMP Gmail

Google is bringing AMPs (Accelerated Mobile Pages) to Gmail to make emails more interactive.

AMP for Email is open-source so developers can freely play around with the capabilities and use them to their advantage.

Google says AMP for Email will also make it possible for third-party sites to keep information up-to-date in emails, so a person might be able to see things like the tracking progress of their package, flight information, and recent news. And it looks like more Stories clones are the way to go. And, as with all content in the AMP ecosystem, discovery platforms can employ techniques such as pre-renderable pages, optimized video loading and caching to optimize delivery to the end user.

Meanwhile, Google has made the AMP for Email feature available Tuesday - and it's not just restricted to Gmail.

Users will only have to tap on any of the stories to start viewing AMP Stories.

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Ever since Snapchat first introduced its Stories feature in late 2013, we've seen countless companies try and mimic the same formula with their own services.

Other launch partners for AMP stories include the Washington Post, Conde Nast, Vox Media, and Meredith. It's an evolution of AMP, the search giant's format for publishers to quickly deliver easy-to-read articles direct from search results, allowing you to quickly pull up a story on your phone. Other email clients may adopt AMP for Email as well.

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. That said, if you'd like to get an early look, you can sign up for developer preview access for your Gmail account on the company's website.

The format comes with preset but flexible layout templates, standardised UI controls, and components for sharing and adding follow-on content. These are essentially news-related visual experiences meant to be displayed in the Google search results. Considering Google also serves up ads based on the content of your email, any extra information it can get from there is also a potential boon to its bottom line.

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