With a market share of 25% for Gmail, Google is not just a big player in the world of search engines. Now Google wants to use its open source AMP project to make e-mails more interactive and actionable. What is AMP for e-mail? And what are the possibilities?
What is AMP?
AMP is an open source initiative from Google and stands for Accelerated Mobile Pages. AMP only saves the most important data of a web page, and shows this data as soon as a mobile user clicks on a link in Googles search results. This means the user sees a sober version of the original page. It enables pages to load faster and increases usability.
AMP for e-mails
But what is AMP for e-mails? This is what Google has to say:
“This new spec will be a powerful way for developers to create more engaging, interactive, and actionable email experiences.”
Google uses the technique behind AMP to turn e-mails into mini-websites. Instead of just using hyperlinks, interaction takes place inside the recipients mailbox. For example: recipients can answer a survey directly, without having to a different web page first.
Right now companies like Booking.com, Pinterest and Doodle are experimenting with AMP for e-mail. Will AMP for e-mail become the new norm? We do not know yet. What we do know is that it offers exciting new features and that makes it an interesting development to follow.
More information about AMP for e-mail?
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