Last year Google announced that it would begin supporting AMP in Gmail and now the company is all set to release a beta to the general G suite audience.
What is AMP?
AMP stands for Accelerated Mobile Pages. AMP for Gmail is designed in such a way so as to make emails feel more like an interactive webpage without punting users to a browser. Some of the main features of AMP email (or dynamic emails) include the ability to keep content up to date in real-time, enabling users to interact with content, engaging and accomplishing tasks without having to leave the email message.
As of Tuesday, Gmail support for AMP for Email is rolling out but AMP emails will apparently be supported not only by Gmail, but by Outlook, Yahoo! and Mail.Ru, as well. Aside from Pinterest, Google also listed Booking.com, Nexxt and redBus as some of the other services already making use of the new AMP features in a post on its G Suite blog.
Since its first announcement, Google has also brought on a few partners that will also be supporting AMP for Email on their platforms. These include email delivery and analytics platform SparkPost, the email design and marketing tool Litmus, Twilio Sendgrid and Amazon’s SES and Pinpoint email and marketing tools.