Google is bringing AMP to Gmail, promising dynamic emails with interactive content

Google search on mobile

The feature is in its preview phase so you may not find the visual results for everything that you search.

The company is also testing an 'AMP stories' features in Google search that mimics the Snapchat format to allow publishers to create swipeable slides of images and videos. User interaction will be conducted through taps, which would take you from one portion of the story to the next - much like how you flip through Instragram Stories and Facebook Moments. Because these AMP stories live separate from regular posts, Google will likely give publishers another means of pinging it when new stories go live.

"AMP stories are built on the technical infrastructure of AMP to provide a fast, attractive experience on the mobile web", said Rudy Galfi, product manager for AMP at Google, in a blog post.

AMP for Email is now available for developers and will be supported for everyone else later this year.

Indeed, the first thing publishers will likely notice, though, is that there's no tooling yet for building AMP stories. They're supposed to deliver "immersive" stories to mobile readers across a range of content categories. AMP HTML is a subset of HTML for authoring content pages such as news articles in a way that guarantees certain baseline performance characteristics.

When a user selects a story, like Cosmopolitan magazine's piece on apple cider vinegar, it displays in a full-screen, slideshow format, similar to those on Snapchat and Instagram.

With 21 percent market share, Gmail is the second-most used email client behind the native Apple iPhone mail app, far outpacing rivals such as Microsoft's Outlook.com, Yahoo Mail and others, according to data from Litmus Email Analytics. It will allow publishers to build image, video or animated Stories for mobile that you people can swipe. Mobile advertisers have indicated that they lose per page ad revenues as a result of this.

Google eventually plans to bring AMP stories to more of its products and expand the way it appears in Google Search. MDP 1.00% and Time Warner Inc.'s CNN were involved in the early development of the technology and have already begun creating such stories for the mobile web.

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