Google is bringing AMP to Gmail to make emails extra interactive

Allan Goodman
February 14, 2018

If you want to preview the AMP stories feel free to click on the link.

To that end, Google is launching a Gmail developer preview of AMP for Email, in order to make emails more interactive and engaging.

The rollout of AMP Stories will happen gradually, so most users won't see a big change any time soon.

News formats have been going through an existential crisis for the last few years as platforms continue to tussle for a new way to make them more tempting for mobile users. Through AMP Stories, publishers will let you tap through quick bits from their news stories in a carousel of slideshow content.

Google Inc.is expanding the capabilities of its open-source Accelerated Mobile Pages framework that's created to make mobile web pages more interactive and faster to load.

The Google AMP stories, as mentioned above, are styled in a similar way to Snapchat's vertical stories feature, which has since inspired similar designs from the likes of Facebook and Instagram - the latter launching the feature in 2016 to rave reviews.

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Each AMP story is filled with custom video, animation, sound, and text developed by Mashable's editorial team.

Google also launched a tutorial that outlines through the process of creating AMP Stories, along with the code to create visual effects with multiple layers in a page. "Our team can easily create lovely, media-rich stories that our users can now access quickly across the web", said Doug Parker, Vice President of Digital Design at Meredith. To try it out, search for publisher names (like the ones mentioned above) within g.co/ampstories using your mobile browser.

AMP Stories builds on the existing AMP code. Galfi said, "Publishers involved in the early development of the AMP stories format have brought together their reporters, illustrators, designers, producers, and video editors to creatively use this format and experiment with novel ways to tell immersive stories for a diverse set of content categories".

Google will integrate its AMP framework with Gmail thanks to its new AMP for Email spec.

Other launch partners for AMP stories include the Washington Post, Conde Nast, Vox Media, and Meredith.

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