Gmail: Dynamic emails arrive thanks to AMP technology
A year after the announcement, Google decided to bring dynamic emails, which use AMP technology, to its mail client: Gmail. At the moment, it is still a beta phase and visible only by browser.
A few days after the definitive closure of Inbox, Google updates Gmail with a new feature: dynamic e-mails. The announcement of this type of mail was made already a year ago; despite this, they have only been implemented now, taking advantage of AMP (Accelerated Mobile Pages) technology, that is an open-source initiative that allows the creation of websites and ads that are fast, beautiful and performing on devices and distribution platforms.
These dynamic emails will make the e-mails we receive more similar to Web pages avoiding the need to use a browser to view a content; all this will lead to filling out a form without leaving incoming mail, sending RSVP to an event and other functions that only time can let us discover.
The emails will be dynamic only if those who send the e-mail use that type of format for the creation of electronic mail, some companies already use the service: Booking, Despegar, Doodle, Ecwid, Freshworks, Nexxt, OYO Rooms, Pinterest and redBus; others are gearing up to add AMP support: SparkPost, Litmus, Twilio Sendgrid and Amazon SES and Pinpoint.
The AMP for Gmail has been extended to G Suite customers, but it will not be necessary to use the Google service to use them because third-party providers such as Outlook, Yahoo Mail and Mail.ru also support the support.
Opinions are still very discordant because some prefer fewer cards when they open emails with invitations to click, and others say that the new format is too complex and can potentially create misunderstandings about privacy such as, for example, additional ways for advertisers to keep track of how we interact with more elaborate e-mail or phishing scams.
