Google is keen on refreshing the overall design and use case of Gmail for users, which is why they’re pushing it towards the path of AMP mobile design.
AMP or accelerated mobile pages, were introduced a few years back, offering fast page loading times, suited for mobile consumption. Google announced this as it kicks off an AMP-focused conference for software developers in Amsterdam this week.
With Gmail taking this route, Google hopes to make it interactive, adding multiple features in the process. Google has highlighted that AMP’s capabilities have increased and it is now ‘one of the best ways to build rich web pages’.
With Gmail on AMP, developers can create newer, more interactive and actionable email experiences. In simple terms, users won’t be required to leave the Gmail app, or be redirected to another webpage tab on their browser to use some of these interactions.
In India, brands like Flipkart were one of the first to work with Google for AMP version of their websites. These have also worked out as a better alternative to building apps for many product makers.
The AMP template for Gmail could mirror all the features that Google is already offering with its Inbox app.
Google’s AMP for Email spec is available today for developers. Google plans to add support for it in Gmail later in 2018.
Some examples of interactive features highlighted by Google include submitting an RSVP of an event, or users wanting to schedule an appointment, or make a questionnaire right from the email message itself.
Google’s blogspot adds, ‘AMP for Email will also make it possible for information to easily kept up-to-date, so emails never get stale and the content is accurate when a user looks at it’.
An email from Pinterest for example, would allow you to browse through images and click on them for more details — like how you would on the site — but through the email itselfGoogle Blog Post
Other than Pinterest, the AMP for Gmail is also in development by Booking.com and Doodle. In addition to implementing AMP for Gmail, Google is also focused on designing visual-centric stories around this format, making them mobile-friendly and easy to access.
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