Bringing the power of AMP to Gmail - The Keyword

Posted February 14, 2018

Called AMP Stories, the feature is basically a clone of what Snapchat and Instagram are doing with stories on their respective platforms. The idea is to make email content more dynamic and actionable, Aakash Sahney, a product manager at Gmail, said in a blog post. With the format, publishers can use images, videos and graphics - with the goal of engaging users more quickly and deeply.

Content for its "AMP stories" initially comes from outlets like CNN, The Washington Post, Conde Nast, Wired and US People magazine, and is created to load much faster on mobile devices than conventional articles and videos. This format also attracts young generation through this story format as Google has adopted this style from Snapchat and everyone knows that Snapchat has mostly young users under its umbrella. It will let users take quick actions like RSVP to an event or schedule an appoint right within Gmail itself.

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Help us report on Google's plans, Accelerated Mobile Pages technology (AMP), and how email might change in the future.

AMP Stories is still in a developer preview and can take months to flood your search results. With this came the opportunity to modernise one of the most popular places where people spend their time: "email".

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I'm not a fan of AMP when it comes to webpages (for a variety of reasons, including a distaste for getting into a bed with Google that may be hard to leave), so you consider me as raising an eyebrow to hear the plans to roll it out for email. Google envisions that it will allow for an unprecedented expansion in email functionality.

According to Google, starting today, users can see AMP stories on Google Search.

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"For example, imagine you could complete tasks directly in an email". Based on a diverse architecture using Javascript, HTML and open source technologies, AMP is created to serve up mobile-optimized content (and ads) with minimal data requirements on mobile networks. Google is planning to include AMP support later this year. For now, Google says it's not monetizing AMP Stories but it's very well possible once it officially rolls out for everyone.