Emails are still the common mode of communication especially when one has to share extensive or long-form messages. However, the mode of interaction is still the same with the users via a mail. Most of the graphic content in the emails like embedded web pages or the newsletters are still not actionable without going to its parent website.
Google needs to change it and make the emails more communicating by extending its AMP (Accelerated Mobile Pages) support to the email applications. The organization is planning for incorporating it in Google Gmail in 2018 only. Moreover, it has released a developer preview of the AMP for Gmail emails on the GitHub, which is the leading software development platform to allow developers to play around with it.
AMP (Accelerated Mobile Pages) is an open source format that permits its developers to make a data-friendly alternative to the standard web pages. It is more flexible, permitting publishers as well as developers to show their content differently. It was introduced in the year 2015 for the web pages.
AMP in emails will permit the developers to embed the AMP pages inside an email body. This also permits several of features within an email, so they will not have to go to parent website, in case they require more details. In addition, all the emails will load faster as compared.
Google claims that the web pages based on the AMP load faster and utilizes 10 times less data. Moreover, it does not allow the extension to simply slow down the execution of the page. Therefore, Google is about to bring AMP in Gmail for its better functioning. AMP for the web browser has been an enormous hit among the social media sites, advertisers, publishing houses, and E-commerce sites.
Many phishing attacks have been approved out via emails. To safeguard users, Google has guaranteed that it will permit the conservative subset of the AMP functionality and will utilize new AMP-HTML email validation spec. It means that AMPs in emails will not ask the users to share their any personal data on them. Therefore, an AMP email sent by any travel-booking site will only permit users to simply browse via the features, while for booking or payment they have to go to the main webpage.
Google has also tested the new feature known as AMP Stories on the Google Search application. Being inspired by the Snapchat stories feature, this is a new tool that will permit the publishers to represent their stories in form of slideshows including GIFs and full-page photos. Now, users can simply browse through stories by tapping or even swiping on screen just like the feature of Instagram as well. Let us wait when this feature is coming in Gmail now as it is started executing by Google.