When Google launched AMP, one thing was paramount: making websites on mobile devices available almost instantaneously. The format should therefore reduce load times to a minimum. A good thing in times when most traffic is through mobile devices. With the format then came the advertising media, which were adapted – and now Google wants to offer with AMP also stories and revolutionize the e-mail.
Snapchat started the story format – now almost all social networks are offering it with growing success. With AMP Stories, Google now wants to jump on this success and enable a mix of websites and stories that offer a better user experience. The step seems logical, because the pure AMP version of websites is rather sober, as everything is a bit slimmed down. Interaction is rarely possible and even highlights are often difficult to set. And that’s exactly where the stories should take hold. They offer the possibility to prepare contents in a sort of slideshow to arouse the desire of the user to discover them. Animations are also usable and interactions can be promoted. A really exciting thing to offer entertainment over AMP.
However, that’s not all Google wants to do with AMP or has already implemented. Further use of the format is planned for the e-mail. With the own service GMail you can now for example use interactive emails in a developer preview. As Google published in a statistic, currently 270 billion emails are sent daily. Many of these emails are newsletters that provide information, present offers etc. We all know the emails and they are not particularly exciting, even if click through rates are still pretty good. But how long? Especially messenger bots, which are a big topic this year, offer much more possibilities and above all an interaction, which is not really realizable with emails.
That should change, because with AMP Google wants to make the mails interactive. The mail is then no longer static and highly equipped with links but offers even the chance to get active. There are picture galleries possible which can be viewed directly in the mail but also different categories within a mail, which can be called then as with a Website over a navigation, are feasible. What is particularly exciting: even forms should be filled out directly in the mail. Even so, the inbox does not need to be left. All this could make the email even more attractive – especially for marketing!