Google launches AMP for Email to make emails more interactive

14 February, 2018, 19:25 | Author: Grady Montgomery
  • Google brings AMP Stories to Google Search to deliver visually rich content

Content for its "AMP stories" initially comes from outlets like CNN, The Washington Post, Conde Nast, Wired and US People magazine, and is created to load much faster on mobile devices than conventional articles and videos.

AMP for Email is open source.

If you're familiar with Snapchat or Instagram stories, these new ones on Google work pretty much the same way. The internet giant's initial partners on the project are experimenting "with novel ways to tell immersive stories for a diverse set of content categories". To tackle the problem, Google introduced the concept of AMP (Accelerated Mobile Pages) to help reduce page load times.

To that end, Google is launching a Gmail developer preview of AMP for Email, in order to make emails more interactive and engaging.

Like AMP pages, AMP Stories will not be easy as you will have to build Stores from scratch to keep it interesting. Users can tap on the home screen to read further or simply swipe to the next article. Navigating AMP Stories is pretty similar to how users navigate Instagram Stories or Snapchat Stories.

At Search Engine Land and our other sites, we have invested in publishing our content in AMP format.




Publishers that have been working with Google on developing AMP Stories include Time Warner's CNN, Condé Nast, Hearst, Mashable, Meredith, Mic, Vox Media, and the Washington Post.

The format comes with preset but flexible layout templates, standardised UI controls, and components for sharing and adding follow-on content.

With its incipient ad blocker and a new email format, Google is closing one marketing door and opening another.

"AMP stories provide a mobile-first experience for storytelling that digital news publishers can publish on their own sites and can easily distribute across the open web", said Rudy Galfi, Product Manager for AMP at Google. AMP Stories are available from today but only on mobile browsers.

The feature is in its preview phase so you may not find the visual results for everything that you search. "We continue to be focused on creating the best content for every platform, and the creative possibilities on AMP stories are endless".

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