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Google Launches AMP For Email To Bring Web-like Actionable Content To Gmail (venturebeat.com)

Posted by msmash on from the but-why dept.

Google today announced an extension of the AMP (accelerated mobile pages) program to include another popular communications medium. From a report: The internet giant unveiled the Gmail developer preview of AMP for email, a web-like experience designed to make emails more engaging and interactive. One of the key benefits of AMP for email will be that content within an email can be updated, and recipients will be able to browse email content much like they would a web page. So an email from Pinterest, for example, could contain actionable content, allowing users to Pin content to their own Pinterest account without leaving Gmail. Or they could complete a form to arrange a meeting, fill in a questionnaire, and do just about anything -- all from within the email itself. It's clear that marketers will be a major target audience here.

8 of 98 comments (clear)

  1. Maybe it's the decades of viruses by rsilvergun · · Score: 4, Insightful

    sent via email talking, but no, God no. Do not want.

    --
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  2. NO oooo by Anonymous Coward · · Score: 5, Insightful

    Another major bandwidth hog and malware assault vector.

  3. AMP is irrelevant by loufoque · · Score: 4, Insightful

    Just stop trying to create technologies that do the same thing as what established standards already do, but in a sillier way.

  4. No. Stop. Don't. by Anonymous Coward · · Score: 5, Insightful

    Email should be a flat, inert, self-contained message. Links if you need them, but otherwise *stop*

  5. HTML email by Todd+Knarr · · Score: 3, Insightful

    Didn't we go through this before with HTML, remote content, scripts and the like in email? That worked out so well, after all.

  6. all I'll need to know is how to block/disable it by mikeabbott420 · · Score: 4, Insightful

    a feature whose primary uses will be to make spam more annoying and phishing more surreptitious

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    This program was made possible by a grant from the Ultra-Humanite, and viewers like you.
  7. I don't want my mail "engaging and interactive." by nctritech · · Score: 5, Insightful

    At what point does email just replicate the functions of a web browser and thus is no longer "email?" STOP TRYING TO MAKE MY EMAIL INTO A WEB PAGE. It's like the salesman who won't just drop off his brochure and instead talks to you for ten minutes; it's"engaging and interactive" but in a way that causes URGE TO KILL RISING.

  8. Re:F__K NO!!! by Rakarra · · Score: 4, Insightful

    Ideas need to be combated aggressively. How it works in the tech world is that if you just sit back passively and say "eh, not for me," then the powers that be will make it default, and more and more companies will use it exclusively. There will be a short period where you really can opt out, but as it gains more traction, you will be more cut off and marginalized like folks who, say, refuse to use sites that require Javascript. The vast majority will always choose something more functional, regardless of security concerns. As long as they don't care, don't expect that just sitting back and doing nothing will keep you safe from this -- especially since the advertisers, the trackers, and general do-badders REALLY want it, and they have a lot of resources to push for it.