Published: Wed, February 14, 2018
Sci-tech | By Bennie Mills

Google is making email more interactive and fluid

Google is making email more interactive and fluid

If someone searching for a publisher participating in the project on a desktop, Google directs the searcher to a mobile device and URL to view AMP Stories in search.

AMP, short for Accelerated Mobile Page, loads content extremely fast. Or, as Google would have it, "more engaging, interactive, and actionable".

Akin to "stories" more commonly associated with apps like Snapchat, Instagram, and Facebook, Google debuted previews of what it's calling AMP Stories in Google Search on mobile.

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Today AMP stories are available for everyone to try on their websites. Google also wrote in blog post: "We look forward to seeing how other email clients will adopt it, too". For now, Google says it's not monetizing AMP Stories but it's very well possible once it officially rolls out for everyone.

"With AMP for Email, you'll be able to quickly take actions like submit an RSVP to an event, schedule an appointment, or fill out a questionnaire right from the email message", Sahney stated. With AMP for Email, though, they simply send an email asking for the other person's availability, and the two will be able to coordinate on a form within the email-they won't need to be redirected to another webpage.

The new format, called AMP Stories, allows publications to build visual stories with rich graphics and easy-to-consume content that show up in Google Search.

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But the real hope is that the new format will drive additional traffic to publisher sites. "Our team can easily create attractive, media-rich stories that our users can now access quickly across the web", said Doug Parker, Vice President of Digital Design at Meredith.

Interacting with email could be noticeably different within a few months. Given the reducing attention span of users and the explosion in content availability, it is imperative for publishers to indulge in eyeball-grabbing offerings. When Google enabled 'search' within Gmail, it was the biggest hint that it wanted a break away from the past. But Google naturally holds a lot of sway and said that it already has a handful of companies on board - in addition to Pinterest - including Doodle and Booking.com.

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