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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.

5 of 98 comments (clear)

  1. Re: Maybe it's the decades of viruses by Anonymous Coward · · Score: 5, Funny

    But just think of the advertising and analytics opportunities it gives to Google!

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

    Another major bandwidth hog and malware assault vector.

  3. 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*

  4. F__K NO!!! by Major_Disorder · · Score: 5, Funny

    Words can not explain how much I do not want this.
    I know it is only Tuesday, but I am calling this as worst tech idea of the week.

    --
    First law of people: People are generally stupid.
  5. 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.