Google just introduced “AMP for Email” and announced plans to include it Gmail later this year.
“Accelerated Mobile Pages” is an open-source initiative to improve load times for mobile pages. AMP’s popularity has increased considerably during the past few years. According to Google, there are roughly 31 million domains that are serving AMP pages, which is three times more than just 12 months ago. AMP has evolved to include more advanced capabilities, such as accepting user input, displaying interactive elements such as carousels, and the ability to fetch fresh data.
In this post, I will explain AMP for Email and its potential impact on email marketing for merchants.
AMP for Email
Email messages are mostly static. Once delivered, an email’s content stays the same. Adding AMP to an email will make the content dynamic and changeable — after it’s delivered. Google cites examples, such as giving the recipient the ability (without leaving the inbox) to fill out a questionnaire, respond to an invitation, or schedule an appointment.
The idea of including live content could bring mobile sites into the email itself. Consumers could browse or shop without visiting the site. An email could update information in real time. Instead of sending multiple emails, an airline could simply load fresh data into the original version, to update automatically. Content sites could update, as examples, headlines, weather information, and stock prices.
Email is predominately HTML. For AMP to function, an email message would require a third MIME version — Multipurpose Internet Mail Extensions — that would display for AMP recipients. The HTML version would show for clients that render only HTML. This is similar to responsive design for email.
Google created an AMP for Email specification on the GitHub repository so that…