Gmail starts receiving AMP support, will let you shop and fill forms within your inbox

Technology giant Google announced last year that it would roll out the support for AMP in Gmail. The company seems to be keeping its promise as now, Google has rolled out a beta to the general G Suite audience. According to the company, the support for AMP in Gmail is designed to make emails seem more like an interactive webpage so that users would not have to go to a browser for the same experience.

With AMP in Gmail, users will be able to browse image carousels, RSVP to an event or even fill out forms within their inbox. We should mention that this is nothing like the current situation, as in order to do most of this, users need to go the browser that they are using. These emails have been names as ‘Dynamic Emails’ by Google.

The search giant has said that the support for AMP in Gmail is arriving fast on the web version of the email service, and it will soon be rolled out to the mobile app too. However, it is worth adding that just like AMP instant articles, emails would only be able to provide users with the new experience if the company that has sent the email has support for the format.

As of now, the list of partners which have AMP for Gmail is small. The list companies that will be providing the Dynamic Email experience includes Booking.com, Despegar, Doodle, Ecwid, Freshworks, Nexxt, OYO Rooms, Pinterest, and redBus.

However, Google has also pointed out that several other third-party email products including SparkPost, Litmus, Twilio Sendgrid, and Amazon SES and Pinpoint have signed up to add support for AMP. So, marketers who use one among these tools to send emails, you would be able to create Dynamic Emails to send to your target audience or customers too. While these tools don’t have the support for AMP right now, they are supposed to get it soon.

Currently, AMP for Gmail has been made available to G Suite customers. We should add here that you don’t necessarily have to use Gmail in order to see dynamic emails. If you use a third-party email service like Outlook, Yahoo Mail, Mail.ru, you will still be able to see the Dynamic Emails. However, in order to enable it, the admin has to be a part of the beta program.

What do you think of this new Gmail feature? Do you think it’ll prove to be useful, or just add on to some privacy concerns? Let us know in the comments below!