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Google on Tuesday announced the Accelerated Mobile Pages (AMP) technology to Gmail in order to make emails a lot more engaging and interactive for the users. For the past certain years, Google has been working to make mobile pages load faster through the open-source framework called the AMP. The AMP technology was started to help publishers, but as its capabilities started to expand over time, it’s now one of the best ways to build rich web pages.

The new specs of AMP to Gmail will be a more powerful way for developers to create more engaging, interactive, and actionable email experiences.

With AMP for Email, it’s easy for information in email messages to be dynamic, up-to-date and actionable. – Aakash Sahney, Product Manager, Gmail

With AMP support in email, one will be able to take quick actions like submitting an RSVP at an event, schedule an appointment, and fill out a questionnaire right from the email message. Emails can also transfer information about flights, events, news, purchases and also many other pieces of information. More than 270 billion emails are sent each day. AMP for email will make it possible for information to easily keep up-to-date.

Companies like Pinterest, Booking .com and doodle are developing experiences for consumers using AMP for email. Google is planning to include AMP support later this year. “With AMP for Email, it’s easy for information in email messages to be dynamic, up-to-date and actionable.” By bringing AMP to email, we’re opening up new possibilities for companies to engage with their audiences. Google looks forward to seeing how this new support will attract client and react to it. AMP for Email is an open spec, Google looks forward to seeing how other clients adapt to this.

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