LET'S FACE IT, emails are a bit dull, aren't they? They just sit there on the page, being emails and not doing nowt for no one.
Sorry, journalistic bitterness kicked in there. We hate emails.
Good news, then coming from the Alphabet Castle, as Google has launched the next generation of email, using its Accelerated Mobile Pages (AMP) technology that already allows quick access to news vendors, assuming that their IT departments haven't been stalling its rollout for months, despite repeated requests.
AMP for Email will be compatible with Gmail (obv.) but also with email clients from the likes of Yahoo and, in fact, anyone who wants it - as ever, it's an open source protocol.
AMP will allow the creation of interactive emails - not just links through to interactive content, but clever stuff like voting buttons, surveys, video content and the like, using the technology Google has been using to speed up load times on mobile pages.
"This new spec will be a powerful way for developers to create more engaging, interactive, and actionable email experiences," explains Google.
It also points out another advantage to this ‘dynamic' form of email: "AMP for email will also make it possible for information to easily kept up-to-date, so emails never get stale and the content is accurate when a user looks at it."
This is all very lovely, we're sure, but Google is relying on enthusiasm from other companies. If Apple doesn't add it to iOS and Mac mail clients and Microsoft doesn't make it work in Outlook, then it pretty much freezes out a large proportion of recipients.
Plus of course, there's the ongoing debate over whether AMP is just Google trying to take control of the whole ruddy interwebs.
The other issue is that more interactive content means more opportunities for bad actors to insert malicious code and really screw up your day. We'll be interested to see how long it takes for the first hack.
Google says that it's already had uptake from the likes of Pinterest, Booking.com and Doodle, so expect to see the first fruits of that soon.
AMP for Email is available for speccing now, and will launch in GMail ‘later this year'. μ
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