Google is bringing AMP to Gmail. AMP is the web feature that makes web pages load incredibly fast. You’ve probably seen the little lightning bolt icon next to Google Search results. Now, that same speediness is coming to Gmail through the developer preview.
The feature is aptly named “AMP for Email,” which means it can be used for more than just Gmail. Developers will be able to make emails “more interactive and engaging.” AMP for Email is open-source and available for anyone to play around with. Some companies, including Pinterest and Booking.com, are already utilizing the feature.
AMP for Email isn’t just about speed. It will allow emails to include more interactive elements. For example, an email from Pinterest may allow you to expand an image to get more info, right inside of the email. Instead of opening the linked page, you can do more navigation in the email itself. Check out the blog post for more information.