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takyon [soylentnews.org] writes:

Google makes emails more dynamic with AMP for Email [techcrunch.com]

Google today officially launched [google.com] AMP for Email [google.com], its effort to turn emails from static documents into dynamic, web page-like experiences. AMP for Email [amp.dev] is coming to Gmail, but other major email providers like Yahoo Mail (which shares its parent company with TechCrunch), Outlook and Mail.ru will also support AMP emails.

[...] With AMP for Email, those messages become interactive. That means you'll be able to RSVP to an event right from the message, fill out a questionnaire, browse through a store's inventory or respond to a comment — all without leaving your web-based email client.

Some of the companies that already support this new format are Booking.com, Despegar, Doodle, Ecwid, Freshworks, Nexxt, OYO Rooms, Pinterest, and redBus. If you regularly get emails from these companies, then chances are you'll receive an interactive email from them in the coming weeks.

[...] [Not] everybody is going to like this (including our own Devin Coldewey [techcrunch.com]).

Also at The Verge [theverge.com], 9to5Google [9to5google.com], and Engadget [engadget.com]:

As you might imagine, Google is determined to keep this secure. It reviews senders before they're allowed to send AMP-based email, and relatively few will support it out of the gate (including Twilio Sendgrid, Litmus and SparkPost).

Previously: Google Bringing Accelerated Mobile Pages to Email [soylentnews.org]

Related: Kill Google AMP Before It Kills the Web [soylentnews.org]
Google Attempting to Standardize Features of Accelerated Mobile Pages (AMP) [soylentnews.org]
Google AMP Can Go To Hell [soylentnews.org]
Google Moving to Relinquish Control Over Accelerated Mobile Pages [soylentnews.org]

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