According to Google, the Gmail app for Android and iOS will be rolling out support for AMP for Email, a dynamic content feature that will let users interact directly within emails. This update is available to G Suite editions and will be set to “on” by default. Anybody who views emails through a third-party app will get a static version of the email.
By serving dynamic emails, marketers can extend the lifetime of their brands’ emails. Marketers who take advantage of AMP for Email will be able to keep their customers up-to-date without sending redundant emails by including dynamic content like the status of an e-commerce order. It allows recipients to take actions, without having to leave the body of the email.
Google announced that it would add support for dynamic emails in Gmail on the web earlier this year. Now that the Gmail app supports dynamic content, marketers can deliver engaging mobile experiences that don’t require the recipient to open another app or browser.
Email marketers can experiment with AMP for Email in the “playground.”
To be able to send AMP versions of emails, you’ll need to register with Google and agree to meet its guidelines and requirements.
Two rollouts are scheduled to begin November 21, 2019: Rapid Release domains and Scheduled Release domains. Both extended rollouts could potentially take up to 15 days before all users have access.