Email is still one of the most ubiquitous forms of communication in the modern world. While messaging, social media and other communication methods are fractured, siloed and fragmented, almost everyone who’s ‘online’ has an email address or two.
Despite the ubiquity of email it’s seen very little in the way of updates to it’s underlying technology layer. This week Google has announced that they are bringing dynamic content to emails using their AMP web standard.
Using AMP, Gmail will now be able to dynamically display content in the body of an email. For instance if you’ve sent out an AMP enabled newsletter it could display the most up-to-date comments on the newsletter.
Other uses include embedding data collection forms such as surveys, applications or RSVPs, dynamic content display such as catalogues and really any other use you can think of for interacting with the content in an email. With AMP you can basically load a mobile webpage in your emails.
Due to the potential for misuse of this system Google has ensured that the new system has the highest level of security protections. Additionally, anyone who want’s to use the system has to apply to Google to be allowed into the program. Lastly any potentially harmful scrips will be running on Google’s service and will need prior approval.
Several partners are already on board including Booking.com, Despegar, Doodle, Ecwid, Freshworks, Nexxt, OYO Rooms, Pinterest and redBus.
Check out some examples below
Of course if you don’t want AMP content or aren’t using a compatible application the emails will default back to plain HTML and a static version on the content so everyone will still be able to get your messages although if you are using an email client without html support it may be well past time to update to one that does.
The update for Gmail is rolling out immediately and G-Suite customers will be able to opt-in in the next few days.