AMP for Gmail launches in bid to boost productivity

It's been over a year in the pipeline, but Google Cloud's open source project will soon grace your inbox

Gmail and YouTube icons on a smartphone screen

Google has officially announced its AMP for Gmail feature, which aims to revitalise the long-standing, barebones email user interface into a more interactive web page-like experience.

Accelerated Mobile Pages (AMP) was announced over a year ago as part of an open-source framework for developers to create faster loading content for the web.

Instead of basic plain text messages, over the course of the next few weeks and months as more organisations start to adopt the new feature, you will receive and be able to send more interactive messages - a feature which Google thinks will boost business productivity.

For example, someone may send over some conditions to a contract which demand written agreement. Instead of typing back a traditional three-word response, AMP can embed an instant messaging window which can be used for further purposes if required.

"Starting today, we're making emails more useful and interactive in Gmail," said Aakash Sahney, product manager at Gmail. "Your emails can stay up to date so you're always seeing the freshest information, like the latest comment threads and recommended jobs. With dynamic email, you can easily take action directly from within the message itself, like RSVP to an event, fill out a questionnaire, browse a catalogue or respond to a comment."

This will help prevent cluttered inboxes and save users from having to redirect out of the email client to overlook something that can just be presented within the original email, or just answer a questionnaire. AMP aims to streamline the email-based productivity process.

Major companies you're likely to have some connection to that support AMP for Gmail already include Booking.com, Doodle and Pinterest - so you're likely to start receiving AMP emails from these firms pretty soon.

If you're familiar with working in G Suite, you'll know how annoying it is to get an email through for each individual comment made on a Google Doc. With AMP for mobile, all comments can be viewed in just one email that allows you to edit them directly from your inbox.

Like most new tech advancements that change a major process to which many are accustomed, AMP will probably take a bit of getting used to. Some will argue that Google is trying to re-invent the wheel, but as long as it keeps turning as well as it used to, it doesn't bother us.

AMP will be rolling out to desktop Gmail clients first with mobile support coming later down the line. It will be interesting to see the extent to which companies will adopt the new format, considering the email format won't be accessible using some other email clients (Outlook and Yahoo Mail are also currently supported).

Featured Resources

How to choose an AI vendor

Five key things to look for in an AI vendor

Download now

The UK 2020 Databerg report

Cloud adoption trends in the UK and recommendations for cloud migration

Download now

2021 state of email security report: Ransomware on the rise

Securing the enterprise in the COVID world

Download now

The impact of AWS in the UK

How AWS is powering Britain's fastest-growing companies

Download now

Recommended

Nextech AR and Microsoft aim to bring augmented reality to university classrooms
remote access

Nextech AR and Microsoft aim to bring augmented reality to university classrooms

3 Jun 2021
Getting everyone on board with the corporate vision
Business strategy

Getting everyone on board with the corporate vision

13 May 2021
Basecamp loses a third of its staff over internal freedom of speech row
Policy & legislation

Basecamp loses a third of its staff over internal freedom of speech row

3 May 2021
Microsoft Teams will soon make it easier to switch calls between devices
video conferencing

Microsoft Teams will soon make it easier to switch calls between devices

14 Dec 2020

Most Popular

Q&A: Enabling transformation
Sponsored

Q&A: Enabling transformation

10 Jun 2021
How to find RAM speed, size and type
Laptops

How to find RAM speed, size and type

16 Jun 2021
Millions of Volkswagen customers affected by data breach
data breaches

Millions of Volkswagen customers affected by data breach

14 Jun 2021