The Accelerated Mobile Pages (AMP) Project is an open source initiative that makes it easy for publishers to create mobile-friendly content, and last year the Mountain View company Google announced that it will bring the AMP support to the most popular email client Gmail. Well, today the company has done the job as AMP is released for the general G Suite users and the service is available for the Gmail and with this service, the company will design emails like an interactive webpage.
The new support will allow users to browse image carousels, RSVP to an event, or fill out a form without leaving the inbox instead of opening a separate browser tab or window. And the company is calling such kind of emails as “dynamic emails.” at the initial stage, the feature will support on the web version only but the company says that it will make its way to the mobile applications as well.
Having said that, the AMP emails are also supported by other popular email clients such as Yahoo Mail, Outlook.com, and Mail.Ru. For any AMP emails which are sent to a service that does not support the format, it will look like a traditional email. A decent number of partners of AMP for Gmail’s will push dynamic emails in the next few weeks and the partners includes Booking.com, Despegar, Doodle, Ecwid, Freshworks, Nexxt, OYO Rooms, Pinterest, and redBus.
Furthermore, the tech giant says that several third-party email products, including SparkPost, Litmus, Twilio Sendgrid, and Amazon SES and Pinpoint, have also signed on to add AMP support.