Google to introduce emails that automatically update

San Francisco (Reuters): Google’s AMP format has always been about making mobile pages render faster. But Google is now taking it beyond posts, recipes and how-to articles. First, the company launched the new AMP story format earlier today and now it’s also announcing a preview of AMP for Email.

In a GIF, Google showed AMP in a Pinterest email that allowed the reader to interact with it like a webpage. Now AMP isn’t only focused on mobile webpage speed, but also getting users to interact with content in an email, when they otherwise wouldn’t have been inclined to click an outbound link.

Google said companies including Pinterest, Booking.com and Doodle are developing new experiences using AMP for email. Google also wrote in blog post: “We look forward to seeing how other email clients will adopt it, too.”

At first, that may seem like an odd combination, especially given that few people complain about how slowly their emails render (they are mostly text, after all). Google argues that AMP is the right format to modernize email, though.

“Many people rely on email for information about flights, events, news, purchases and beyond—more than 270 billion emails are sent each day,” Gmail product manager Aarash Sahney writes today. “With AMP for Email, it’s easy for information in email messages to be dynamic, up-to-date and actionable.”

Using AMP for Email, developers will be able to add an interactive calendar to your email, for example, so you don’t have to go through five rounds of back-and-forth messages to find a meeting time. Similarly, a message from your airline could show you up-to-date flight information or a marketer could send you a survey that you can fill out right in your inbox without having to go to another site.

Over the years, Google has launched numerous projects to modernize email. Back in 2013, for example, it launched customizable action buttons in Gmail. For the most part, though, emails haven’t really changed and every new format can only succeed if enough of Google’s competitors support it.

For now, AMP for Email is only available to developers who request preview access. The plan is to roll support out to Gmail later this year.

In a GIF, Google showed AMP in a Pinterest email that allowed the reader to interact with it like a webpage. Now AMP isn’t only focused on mobile webpage speed, but also getting users to interact with content in an email, when they otherwise wouldn’t have been inclined to click an outbound link.

Google said companies including Pinterest, Booking.com and Doodle are developing new experiences using AMP for email. Google also wrote in blog post: “We look forward to seeing how other email clients will adopt it, too.”

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