Gmail is getting dynamic, as Google plans to demonstrate a software programming system that would enable emails to feature continuously updating information and interactivity.
For the past few years, Google has worked to make mobile pages load faster through an open-source framework called Accelerated Mobile Pages (AMP). AMP started as an effort to help publishers, but as its capabilities have expanded over time, it's now a good way to build rich webpages.
Google is bringing the power of AMP to email through the Gmail Developer Preview of "AMP for Email." This new spec will be a new way for developers to create more engaging, interactive, and actionable email experiences.
For example, imagine you could complete tasks directly in email. With AMP for Email, you'll be able to quickly take actions like submit an RSVP to an event, schedule an appointment, or fill out a questionnaire right from the email message. AMP for Email will also make it possible for information to kept up-to-date, so emails never get stale and the content is accurate when a user looks at it.
The initial version of AMP for email is aimed 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.
Bookmarking service Pinterest, scheduling app Doodle and Priceline Group's Booking.com are testing AMP for email, according to Google.