Google expands AMP to email with developer preview

Google expands AMP to email with developer preview

Google expands AMP to email with developer preview

As Google sees AMP, it's the answer to heavier and heavier webpages and a subpar mobile browsing experience.

AMP stands for Accelerated Mobile Pages and it's been around for a while, allowing sites to load faster on phones. Perhaps it's time for that meme to make a resurgence, because stories are headed to a new, rather high-profile place: Google's mobile search results.

Google has officially launched AMP Stories in its search engine, aiming to let media companies deliver more visually exciting content to mobile devices. The internet giant's initial partners on the project are experimenting "with novel ways to tell immersive stories for a diverse set of content categories".

The idea here is to start surfacing AMP stories in Google's search results over time. Google also wrote in blog post: "We look forward to seeing how other email clients will adopt it, too".

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Developers who are interested in taking a look at AMP for Email can check out the spec on GitHub.

With AMP for Email, Google says users will be able to quickly take actions like submit an RSVP to an event or schedule an appointment or fill out a questionnaire right from the email message.

With AMP for Email, developers can embed constantly-updating widgets and include actionable functions in emails. For example, if you book a holiday in the coming future, you could be sent a booking confirmation email that automatically updates travel and accommodation information. Because these AMP stories live separate from regular posts, Google will likely give publishers another means of pinging it when new stories go live. Like Snapchat Stories, users can view the Stories just by swiping left/right from their mobile browser without having to install any additional apps.

Interacting with email could be noticeably different within a few months. Google aims to make the whole process easy for publishers with layout templates, standardized UI controls, and components for sharing and adding follow-on content. According to Google, companies now testing AMP for Email include Booking.com, Doodle, and Pinterest.

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