Despite the drumbeat of some who keep insisting that email is dead or dying, Google has taken a major step to validate its relevance and solidify the future of dynamic, engaging email as a mainstream medium.
As an early Valentine’s Day gift to publishers, the company launched its new Gmail Developer Preview of AMP for Email on Feb. 13. Due for official roll-out in Gmail later this year, AMP for Email introduces new opportunities for publishers to create more dynamic, interactive and actionable email experiences for their subscribers.
This is exciting news for us at PowerInbox. Not only does it validate what we’ve been saying since 2009—that providing real-time, interactive email experiences is critical for subscriber engagement—but it also provides an outstanding opportunity for publishers to leverage the power of email as an innovative, real-time medium.
As publishers struggle with keeping their social feeds front and center thanks to the crackdown on fake news sources, dynamic email may be exactly the saving grace publishers need to connect with subscribers over one of the most trusted channels. With more than 270 billion emails sent each day, people rely on email for important information, and they take their subscriptions very seriously, only opting-in for information they truly want.
The launch of AMP for Email gives publishers an exciting way to add rich, web-like, interactive experiences to their emails, including real-time content that updates automatically, plus form-fills, the ability to create calendar appointments, RSVPs, and more, all within your Gmail inbox. This creates a highly engaging experience that keeps subscribers coming back and helps publishers stay on the cutting edge of engagement.
If all of this sounds familiar, it’s because we’ve been working hard to enable these same interactive experiences on every platform, on every device. And, we’re thrilled for the opportunity to work with Google to make this capability mainstream. We’re extremely pleased to see email getting the attention it deserves, and Google’s investment validates that email is—or should be—a critical part of any successful digital engagement strategy.
In the meantime, you can count on us to be AMP-ready. And, we will continue to focus our innovation on empowering publishers with the tools they need to connect one-on-one with subscribers over new and emerging channels, as well as the most trusted, stalwart medium in the digital ecosystem.