The open source technology developed by Google is now also present in the Android and iOS versions of Gmail.
Application Gmail For Android and iOS, it now has AMP functionality, which allows users to interact with emails that make use of the technology, without having to open an external browser. Accelerated Mobile Pages (AMP) is an open source technology, developed by Google, in order to provide users with the possibility to send and receive emails with a more complete and interactive content. With this technology, in layman's terms, emails are "turned" into "website pages" within the email itself.
The image below gives you a better idea of how the AMP works.
AMP has been implemented in the web version of Gmail since the first half of June this year (2019), but only now is functionality available in the Gmail app for Android and iOS.
One of the good points of the AMP is that the content of emails can to some extent be kept up to date by the sender. Suppose you received an email from any store, which uses the AMP. The values and images of the products in this email will always be kept up to date according to the source, so you do not risk misleading the outdated value of any promotion that has expired.
Although it was created by Google, the AMP is not unique to it. Microsoft is an example of other companies that have already implemented the functionality in their email services.
Although this is a very interesting feature, the adoption rate of AMP by companies, especially e-merchants, has been relatively low. Seeing this, Google has partnered with a number of companies such as Booking, Despegar, Doodle, Ecwid, Freshworks, Nexxt, OYO Rooms, and Pinterest, providing support for such companies to be able to implement the new functionality, and take advantage of best possible advantage of it.
Did you already know the AMP? Do you think functionality is really useful, or just one more thing to pollute your mailbox? Tell us your opinion in the comments!
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