The Accelerated Mobile Pages Project (AMP) was launched in October 2015 to improve the performance of the mobile web. Most importantly, Google AMP Stories are meant to be engaging and fast, sparing the reader from lags and loading circles. 'Today, we're bringing the power of AMP to email through the Gmail Developer Preview of "AMP for Email,"' explains Gmail product manager Aakash Sahney in the company's announcement.
Ladies and gentlemen, meet AMP stories.
AMP Stories are live on Google Search starting Tuesday. In March of previous year, Google said there were more than 2 billion AMP pages on some 900,000 domains. Google said it plans to expand the format over time, surfacing AMP Stories in more of its products.
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AMP for Email is open source.
But the real hope is that the new format will drive additional traffic to publisher sites. 'This new spec will be a powerful way for developers to create more engaging, interactive, and actionable email experiences. This format also attracts young generation through this story format as Google has adopted this style from Snapchat and everyone knows that Snapchat has mostly young users under its umbrella. It will let users take quick actions like RSVP to an event or schedule an appoint right within Gmail itself. Sahney cites the example of a contractor who can't see a client's online calendar being able to send email with an embedded questionnaire to find out when that client is available. When Google enabled 'search' within Gmail, it was the biggest hint that it wanted a break away from the past. No one cares. No one is being inconvenienced by this aspect of email (inbox overload is a different problem), and no one will gain anything by changing it. Instead, this mobile-only content should be unique.
Google informed that companies such as Pinterest, Booking.com and Doodle have already developed new experiences for consumers using AMP for Email.