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undergroundnewsroom.com April 21, 2018


Google Introduces AMP for Gmail, Bringing Web-like Actionable Content to Email

14 February 2018, 07:20 | Clyde Nash

Google brings AMP Stories to Google Search to deliver visually rich content

Google search on mobile

Today, Google announced an extension of the AMP program to include another popular communications medium. The initial goal was to help publishers cut down on load times for their readers but Google has improved the framework considerably since then. Because of this, Google isn't implementing these onto its standard search page.

Google alleviated any issue or doubt that might arise as a result of privacy.

This marks a new initiative from Google to make the web more appealing to mobile users. Moreover, AMP Stories doesn't support advertisements at the moment, something which shouldn't be too hard for Google to figure out before the public launch. At launch, Google's partnered with sites including CNN, Conde Nast, Mashable, Vox Media and The Washington Post to build the first AMP stories. Do we really need one more? With AMP for Email, you'll be able to quickly take actions like submit an RSVP to an event, schedule an appointment, or fill out a questionnaire right from the email message. You can image how such a feature can lower the number of tabs that open as a result of clicking links within emails.

AMP for Email will focus heavily on the content within an email. Called AMP stories, the new Google template is free and available to anyone. A tutorial has been created with information on how to get started. We are looking forward to feedback from content creators and technical contributors alike.

AirPod exploded! Apple investigating the incident
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AMP Stories are live on Google Search starting Tuesday.

To see the fruits of their labor, head over to g.co/ampstories using your mobile web browser, and search for one of the publishers mentioned above. Google said it plans to expand the format over time, surfacing AMP Stories in more of its products.

Emails are static because messages are meant to be static. It doesn't download anything on its own, it doesn't run any apps or scripts, attachments are discrete items, unless they're images in the HTML, which is itself optional.

"Coldewey asks: "does the idea of "'engaging, interactive, and actionable email experiences' ring a little different now?" Instead, it wants to utilize the tech behind it to make the platform more dynamic.



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