Google announced the beta release of dynamic email in Gmail in March. It allows companies to inject messages with interactive content like questionnaires, appointment-booking flows, and browsable product catalogs by using the search giant’s open source AMP for Email framework. This feature began appearing for most Gmail users on the web back then but wasn’t available not for everyone, only selected G Suite customers were among the holdouts.
Dynamic Email seems to be an interesting idea which will allow users to interact with their emails. So for example, if you get a comment in Google Docs, for example, you’d simply be able to reply to that comment right from Gmail, without having to leave your inbox. Booking.com, Despegar, Doodle, Ecwid, Freshworks, Nexxt, OYO Rooms, Pinterest and redBus will also be using AMP Email to offer interactive emails right on your inbox.
The system is based on AMP for Email, a subset of AMPHTML components that will allow for dynamic interaction with the body of the message. It’s not just about making messages that readers can click through and interact with, however. Senders will also be able to keep the content of the message up to date in real-time, displaying the latest comments in a thread, for example, or new recommendations.
Gmail’s ‘dynamic email’ will be available to everyone from July 2nd onwards.