During this year’s AMP (Accelerated Mobile Pages Project) Conference in Amsterdam, Google announced the next step in email for businesses. AMP for Email will transform standard email – which are usually packed with links and redirections – into more dynamic, interactive and engaging tools for communicating with customers. Emails will now be a one-stop experience where a user interacts with content without ever leaving the inbox. For example, users will be able to finalize plans, book vacations, access recipes and much more all without having to go to a different site.

These new features give developers new ways to create interactive actions, complex layouts and templates, and updated content. While AMP for Email is launching on Gmail first, the hope is that it will become the new standard format, and that other email clients will follow suit in allowing similar capabilities to their emails.

Doodle, Booking.com, and Pinterest have already started integrating AMP for Email in communications and have showcased how dynamic emails have simplified and enhanced user interactions.

Doodle heavily uses email to help users quickly find a date and time to meet with multiple people. Before implementing AMP for Email, users had to bounce back and forth from webpage to webpage to make plans and could only make changes on the Doodle site. After using AMP for Email, everything is done straight from the email; polls can be closed, dates can be selected, and plans can be finalized all without leaving Gmail.


Booking.com, the online travel site, has used AMP for Email so users can customize their viewing preferences.  Instead of sending mass emails with the same experiences and trips, users can customize what trips are offered and what kind of trip they want to be sent in the future. Users can also manage their email subscription to be sent emails daily, weekly or monthly, which helps reduce the amount of Booking.com emails sent to a spam folder.


Pinterest uses AMP for Email to allow users to fully create an account within an email instead of redirecting back to the Pinterest page. Users can also save posts and explore other posts all from the comfort of their inbox. Pinterest’s Product Manager, Seth Weisfeld, has found that “less steps equals more engaging consumers, better retained consumers.”


Though AMP for Email is still in beta testing and has not released to the public, developers can sign up to test AMP for Email before it is released nationally later this year. Once available, AMP for Email will not only save time, but also act an opportunity to enhance email’s overall user experience. Marketers won’t be forced to spam customers with email after email, as a confirmation could be generated from the original email. With more access to consumer data, businesses will be able to create a true customer-centric experience and give each customer a personalized email, beyond using the customer’s name on the subject line. AMP for Email will lead the charge in reinventing the stagnant medium of email to a dynamic and actionable service.