Google has updated its mobile Gmail app for iPhone and iPad having support for dynamic email.
What’s that, you ask…
According to Google, Gmail now supports Accelerated Mobile Pages (AMP) that let you interact with dynamic elements. These elements are incompatible with emails without opening a web browser at all.
Here are a few Google-provided examples suggesting what the new feature can be used for:
- Respond to a comment
- RSVP to an event
- Manage subscription preferences
You can take those and other actions directly from within a message.
Dynamic email is turned on by default in the mobile Gmail app.
I understand the desire to bring the richness of AMP to Gmail, but that this is fragmenting the email as we know it. Dynamic emails may not properly provide in other email clients. As it feels like yet another way for Google to strengthen the stickiness of Gmail.
The content of the dynamic email can be kept up to date. What’s that mean? It means you can open an email and view the order status of an e-commerce order or the latest job postings.
Accelerated Mobile Pages:
Also, personly I dislike that they’re using Accelerated Mobile Pages for that.
AMP was introduced back in 2015 to make webpages load on mobile devices in an instant, and sometimes they do. But the user experience sucks because you’ve to go through multiple steps just to see and share publishers’ real URLs from AMP webpages.
Integrating the email with AMP, unfortunately, seems unavoidable. Because not only Gmail supports that functionality but other email providers, too. Recently Microsoft launched updated Outlook.com with AMP support in developer preview.
Besides Gmail, the feature is off by default on Outlook.com.
According to The Verge:
You can’t see the new dynamic emails until they’re supported by the organization sending them. A few months ago Google said it was working with partners like:
- OYO Rooms
- Twilio Sendgrid
- Amazon SES
The search starts rolling out the new AMP feature in mobile Gmail yesterday so check back later if the updated Gmail app isn’t already available to you via App Store.
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