Google has announced the launch of its new ‘dynamic email’ feature in Gmail, which uses AMP to make emails “more useful and interactive.”
Email messages are as static as they were back in the day – pretty much the only interactive action you’re able to take in an email is to click on a link that will take you somewhere else.
With AMP integration in Gmail, emails are becoming dynamic, allowing users to always stay up to date and get to see the most recent information reflected within them.
Google explains in its recent announcement of the feature, this also lets users “easily take action directly from within the message itself, like RSVP to an event, fill out a questionnaire, browse a catalog or respond to a comment.”
For example, instead of receiving email notifications when someone is mentioned in a Google Docs comment, they can just see an up-to-date comment thread right within Gmail. They can then simply reply or resolve a comment without ever leaving Gmail or the email itself.
Many companies like Booking.com, Despegar, Doodle, Ecwid, Freshworks, Nexxt, OYO Rooms, Pinterest and redBus, have already started to use dynamic email “to make their emails more actionable and relevant.”
Google says that its dynamic emails are private and secure, and anyone wanting to send dynamic emails will have to be reviewed by Gmail first before they can do so.
Dynamic emails are rolling out to Gmail users on the web and but they don’t have mobile support yet. G Suite customers will be able to enable dynamic emails for their organisation in the Admin console within the next few days.
If you use a different mail app than Gmail, you will still receive an email, but you will see the static version in your client. Developers who would like to find out more about how to build and send dynamic emails can refer to this blog post.