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AMP: A New Email Interactive Experience to Jump On.

via Host Sorter
via Host Sorter

One year ago, Google announced it would begin supporting AMP in Gmail, the company is now releasing a beta to the general G Suite audience.

What is AMP?

AMP for Gmail is designed to make emails feel more like an interactive webpage without leaving the email.

 

New Email AMP from Google
Users can browse image carousels, RSVP to an event, or fill out a form without leaving their inbox. Google calls these “dynamic emails.” Via The Verge

 

Support will arrive first on the web, but Google says it plans to offer it on mobile as well.

However, just like AMP instant articles, you’ll only experience dynamic emails if the company that sent you the email supports the format.

Currently, AMP for Gmail’s list of partners is small; Google is citing Booking.com, Despegar, Doodle, Ecwid, Freshworks, Nexxt, OYO Rooms, Pinterest, and redBus as companies that will offer dynamic emails in the next few weeks.

It did note that several third-party email products, including SparkPost, Litmus, Twilio Sendgrid, and Amazon SES and Pinpoint, have signed on to add AMP support, so if you’re a marketer and you already use these tools to send emails, you should be able to create dynamic emails soon.