Google AMP for Email – Everything you wanted to know

Google AMP for Email – Everything you wanted to know

Oh yeah, it’s something new around the corner there. Google AMP for email.

What does Google AMP for Email do?
AMP for Email will make it possible to take simple actions (like booking a calendar appointment or RSVP-ing an event) directly within the layout of the email – users can interact with content without leaving the Gmail client and without visit a website.

It can makes your email show app like or website like behavior. For instance changing content based on refreshing data, actions taken and behavior.

AMP for email


18-04-2019: Google AMP for Email session at the AMP conference ’19

27-03-2019: Gmail shows off three use cases and announces it starts rolling out AMP for Email. In their latest post on the gmail blog.

26-03-2019: Yahoo Mail will support AMP for Email
Marcel Becker, Director Product Management posted on the Verizon postmaster blog that Yahoo Mail will support AMP for Email.

The Verge: “Gmail will let you browse websites in your email with new AMP support”

What does Google AMP for Email look like?
Something like this:

Does everybody love the idea of google Amp for email?
No -> Definitely not at this time.
Also see developers chat and share their likes and dislikes on Github.
Jason Rodriguez On AMP for Email

Interest in interactive email is high. At the beginning of 2018, marketers told Litmus that interactive email is the top email design trend of 2018. And as Google AMP promises a lot of interactivity….. A poll, also by Litmus, showed that 31% of the people that knew what AMP was, also thought it very likely that their email program was to take advantage of AMP.

What can I do in Google AMP for email? What does an AMP-ed email do?
We are likely to find out what crazy stuff “people” will come up with.

Amp by Example has a dandy list of functions and codes for AMP. Note to self: Add the ones that work here, directly + more examples linked.

What is new with AMP for Email? (24-05-2018)
Google posted this video where Ben Morss from the AMP team, talks about interactive email with community members, especially AMP for email.

0:18 → What is AMP in email & why should developers use it? (Aakash Sahney, Product Manager, Google)
1:48 → How does Doodle foresee using AMP for email? (Michael Wuergler, Doodle)
2:59 → The Interactive email space & Pinterest’s AMP demo (Seth Weisfeld, Pinterest)
4:39 → When will AMP for email be ready for developers? (Aakash Sahney, Product Manager, Google)

Mark Robbins from REBEL – held a presentation on AMP for email. Here are the slides he shared.

Examples of Google AMP for email and interactive email video from the Brightwave EIQ, the intelligent Email gathering conference.
9:00 → Raj Choudhury Explains why we should be excited about interactive and bi-directional email
17:46 → Chick-fil-A Catering experience
19:09 → Inbox search experience
20:30 → Pintrest pinteractive email
Extra bonus: at 34:20 Shinisty shows off how the engage their fans (has nothing to do with amp, but still good)

What might be holding marketers back from using google AMP?

  • Missing support from ESPs
  • Exclusive to Gmail
  • Unclarity about preformance tracking and reporting
  • Not all emails should be updated after being sent
  • Not an email coding standard

About the Author:

Jordie van Rijn is an independent email marketing consultant. Next to helping companies improve their email marketing results he gives email marketing training and is a writer and speaker in the field of online marketing.
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