AMP for Email – Putting The Web In Your Inbox

AMP For Email

AMP for Email – Putting The Web In Your Inbox

What has to be one of the most exciting developments in email technology in a long time, Google has finally launched AMP for email, allowing users to interact with emails like they do with web pages.

Accelerated Mobile Pages (AMP) is an open-source web technology developed by Google that allows web pages to load almost instantaneously.

You have most likely clicked on an AMP website when visiting a news outlet and the domain shows as “” as opposed to “”, for example.

AMP for allows the user to RSVP to an event, complete a questionnaire or click through a carousel of product images.

Dynamic AMP email using Ecwid – Source: AMP Open Source Project

In a blog post, Vamsee Jasti, Product Manager, said: “AMP now enables all-new email experiences like being able to submit RSVPs to events, fill our questionnaires, browse catalogues, respond to comments right within the email. Emails can also stay up to date, displaying the freshest content from comment threads or the latest recommendations.”

The potential to reduce loud call to action buttons and increase engagement, all without the reader having to leave there inbox, could change email marketing as we know it. I am hugely excited about this, if you couldn’t tell.

AMP for email is being supported by major email providers, including Gmail (of course), Yahoo Mail, Outlook and Let’s not forget how these platforms also power many branded and corporate versions of the same product – such as BT/TalkTalk mail, Gsuite and so on.

Companies that are already using AMP for email including, Ecwid, Freshworks and Pinterest.

I wouldn’t be surprised if we see some more integration with e-commerce in the future, with users being able to pay within an email. On mobile, a link with technology like Apple Pay could prove successful. Although, one would question how potential phsiining scams could be tackled.

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