Google today officially launched AMP for Email, its effort to turn emails from static documents into dynamic, web page-like experiences. AMP for Email is coming to Gmail, but other major email providers like Yahoo Mail (which shares its parent company with TechCrunch), Outlook and Mail.ru will also support AMP emails.
It’s been more than a year since Google first announced this initiative. Even by Google standards, that’s a long incubation phase, though there’s also plenty of back-end work necessary to make this feature work.
The promise of AMP for Email is that it’ll turn basic messages into a surface for actually getting things done. “Over the past decade, our web experiences have changed enormously—evolving from static flat content to interactive apps—yet email has largely stayed the same with static messages that eventually go out of date or are merely a springboard to accomplishing a more complex task,” Gmail product manager Aakash Sahney writes. “If you want to take action, you usually have to click on a link, open a new tab, and visit another website.”
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