Google is rolling out its web-style dynamic emails


Posts: 5,889   +48
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Back in 2016, Google's AMP (Accelerated Mobile Pages) arrived, allowing mobile pages and articles that support the standard to load incredibly quickly. Last year, the company said it would be implementing this same technology into Gmail to make the messages “more interactive and engaging.”

More than a year later, the dynamic emails are finally rolling out to Gmail’s web users and will eventually make their way to mobile.

If a company sending the AMP email supports the format, you’ll see web-like interactive elements such as being able to RSVP an event, browse through carousels and accordions, fill out questionnaires and forms, and reply to comments, all from within the email itself—no having to open a web browser.

Only a handful of companies support dynamic emails right now—, Despegar, Doodle, Ecwid, Freshworks, Nexxt, OYO Rooms, Pinterest, and redBus—but more will be added.

To alleviate security concerns, Google says those who want to send dynamic emails must be reviewed by Gmail first before they can get started. It adds that third-party providers such as Outlook, Yahoo Mail, and will also support the feature, providing an admin opts into the beta.

Google is calling dynamic emails revolutionary, though they will mostly be appreciated by companies interacting with customers. But the new elements will definitely make emails a bit more interesting.

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Posts: 1,919   +610
How would this work on emails displayed in Outlook app, Outlook web app and the other 19239102381 zillion shitty email clients.

Honestly, **** emails.


Posts: 230   +279
Point of world wide web was that anyone can use it equally but now with approval system by Google for large corporates only, the small amd medium businesses wont be able to give same level of interactivity and integration.


Posts: 13,903   +1,765
Sadly, as Google Gmail has such a large footprint, a great many will be lead by the nose on this choice. If you read the spec, the non-AMP content version should also be created -- duplicate effort and more wasted complications.

Personally, I view Messaging as unique from Email, as the latter is designed for large sized letters, attached documents and mailing lists. Sure messaging can do these but just not very comfortably.