Google has officially launched Accelerated Mobile Pages (AMP) technology for emails. The feature is named Dynamic Emails, it allows a user to interact and perform certain actions within the email without leaving Gmail.
Originally, AMP was created to allow mobile pages and articles that support the standard to load incredibly fast. It was only as recent as last year that Google said it would implement the technology into Gmail to make the messages more interactive and engaging.
New functions include the ability to RSVP an event directly from the message, fill out a questionnaire, browse a store’s catalogue or reply to a comment.
At current, only several companies have adopted dynamic emails, including Pinterest, Booking.com and redBus. To mitigate security concerns, the search engine says those who want to send dynamic emails must be reviewed by Gmail before they can get started. It also noted that third-party providers such as Outlook, Yahoo Mail, and Mail.ru will also support Google’s new features.