Thursday, 15 November, 2018

Google wants to modernise email with AMP for Email

Bringing the power of AMP to Gmail - The Keyword Google brings AMP Stories to Google Search to deliver visually rich content
Mandy Jefferson | 14 February, 2018, 18:09

AMP Stories bring visual and interactive elements to AMP-enabled pages.

Google has officially launched AMP Stories in its search engine, aiming to let media companies deliver more visually exciting content to mobile devices. But a new feature, AMP Stories, aims to fix that. This format also attracts young generation through this story format as Google has adopted this style from Snapchat and everyone knows that Snapchat has mostly young users under its umbrella. To give AMP Stories a try, head over to g.co/ampstories and search for a content provider from the above list to take a peek at what it will look like.

Aakash Sahney wrote further, "Many people rely on email for information about flights, events, news, purchases and beyond-more than 270 billion emails are sent each day!" At present, AMP Stories do not support advertising, which could be a turn off for some publishers looking to monetise every piece of content they create.

The AMP Project Website claims that the project would be immersive, fast and open. So, you will soon start seeing AMP Stories on mobile search.

Snapchat, Instagram and particularly Facebook have all heavily used their own stories formats for full-screen displays of content.

Liverpool boss Klopp confirms Karius start against Porto
Where and how to watch the online live streaming of Liverpool vs Porto? The action can be also followed on Sonyliv.com and Sonliv mobile app.


Google's hope is that other email clients will also adopt the standard.

Called AMP stories, this new format will allow publishers to post tap-through pieces that can be linked to from anywhere else on the web. This will bring up the standard looking Google search results page.

AMP Stories builds on the existing AMP code.

While I'm not sure if publishers will fully embrace this format, I have to admit that the existing AMP stories I looked at made for a nice diversion. 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.

The Washington Post's homepage loads in less than two seconds, in part because of Google's AMP project (WSJ) which strips away unnecessary code so that essential information can appear more quickly.

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