Google brings AMP to Gmail; announces Snapchat-style AMP Stories in search

Google is bringing AMPs (Accelerated Mobile Pages) to Gmail to make emails more interactive. The company now says that the framework's capabilities have reached a level that it can be implemented to modernize one of the most widely used methods of exchanging messages today: email.

Rudy Galfi, Product Manager for AMP at Google, said, "AMP Stories provide content publishers with a mobile-focused format for delivering news and information as visually rich, tap-through stories". Desktop users can also get a taste of stories through Google's Accelerate Mobile Pages site. These AMP Stories would pop-up in Google Search when you search for a publisher like CNN or The Washington Post.

Google's AMP stories have the ability to transform quick short mobile magazine format which would be very effective for publishers to work more creatively and to produce easy-to-read articles. However, the timeline for AMPs actually coming to Gmail is quite vague; Google merely said it'll happen "later this year". Little else has been disclosed on the website, but a few examples of AMP stories are already featured.

The tool builds on Google's Accelerated Mobile Pages project, which was created to speed-up mobile pages, and looks similar to the popular "Stories" formats used by Snapchat and Instagram. Google is calling the new feature as AMP for Email, and it will allow developers to make emails as simple as AMP for web pages.

With AMP, recipients will be able to respond to an email interactively through a form without having to click a link and redirect to another webpage outside of the email.

Other uses for AMP for Email include being able to reserve a place quickly after being sent an invitation to an event, interact with listings and campaigns, and complete questionnaires - all without leaving the email platform itself. Emails can also transfer information about flights, events, news, purchases and also many other pieces of information. Being a subset of HTML, it puts some restrictions on the full set of tags and functionality available through HTML, Google said in a blog.

  • Valerie Cook