Gmail to support AMP technology to make email much more interactive

Posted February 14, 2018

While the Gmail version of Stories has yet to debut, you can try out the search results version of its Accelerated Mobile Pages (AMP) Stories for yourself today. AMP Stories will be available to all publishers and are being released as a "free and open" experience. "Because AMP for Email is an open spec, we look forward to seeing how other email clients will adopt it, too", Sahney wrote, perhaps indicating that rivals such as Outlook, Yahoo! "Our team can easily create handsome, media-rich stories that our users can now access quickly across the web".

Google eventually plans to bring AMP stories to more of its products and expand the way it appears in Google Search.

AMP is a set of programming, which is used to make webpages load faster by stripping out layers of technology.

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At launch, AMP Stories is still a work in progress. From there, you can choose from one of the following publications now already working with Google on the project: CNN, Mic, SBNation, The Washington Post, Cosmopolitan, Wired, People, or Mashable. Following in the footsteps of Instagram, Facebook, and more, Google is the latest company to dip its toes in these waters. Publishers can signup here to test the new format. This lack of monetization on AMP stories could hurt its early adoption among publishers.

Even once tooling is available, though, publishers will have to create AMP stories from scratch. When you search for a particular story, you'll see an option for Visual Stories from those creators, such as CNN, People and so on. "The collective desire was that this format offer new, creative and visually rich ways of storytelling specifically designed for mobile", Google stated in its blog post on February 13.

The Google AMP Stories are based on the AMP Project that we talked about at the beginning of this article.

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As far as listing on the search is considered, Google will list the stories in a different section in between normal results from the websites.

Additionally, some of the AMP Stories will include sound. The new "Stories" would be comprised of a series of slides including text, photos, and video.

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