Alphabet Inc’s Google on Tuesday have indicated plans to demonstrate a software programming system that would enable emails to feature continuously updating information and greater interactivity.
In a move which intend to make Gmail more dynamic, Google's AMP project will enable users to see automatically updated flight information in a booking confirmation email.
According to Aakash Sahney, a product manager overseeing Gmail, users will be able to fill out surveys without leaving a message or review close-up shots of products in a marketing pitch without opening a browser window.
AMP is a set of programming intended to make webpages load faster by stripping out layers of technology.
During the AMP-focused conference for software developers in Amsterdam, Google announced that even as Google is pushing forward, the Gmail integration marks the first broader use for AMP. Other email providers can adopt AMP.
The early version of AMP for email is targeted at bulk senders. A retailer, for example, that sends a weekly sales notice could ensure that recipients see the current price or availability of an item no matter when the email is opened.
Google also hinted that, Bookmarking service Pinterest, scheduling app Doodle and Priceline Group Inc’s Booking.com are testing AMP for email.
The initiative has garnered admiration from publishers such as Hearst Corp and the Washington Post, for making their websites more inviting for users. Though some web developers have expressed concern that Google is getting too much say in how the web operates.
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