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HTML email reborn as Google brings AMP to your inbox



  Lightning blows over the night sky.
Enlarge / Light beams have flowing from 5,000 up to perhaps as many as 200,000 amps.

Google brings the AMP, its crashed version of HTML, to email. As of today, Gmail on the Internet can support embedded AMP content, with support rolling out to mobile customers later. Gmail will also be joined by Outlook.com, Yahoo Mail and Mail.Ru, with their respective developers promising to add support soon.

AMP for email is not just a heated version of email with HTML formatting. The integrated AMP content will offer features like interactivity without having to click away from your inbox. For example, an online store can send you an email about a product or advertisement that you are likely to be interested in, and the integrated AMP can allow scrolling through the images of the products and even initiate the purchase process. Or Pinterest could send you a selection of today's popular items and you could link them directly from your inbox.

Accelerated mobile pages were introduced by Google in 201

5 as a narrow set of HTML, JavaScript and CSS features that produced pages that are quick to download and reproduce, easily packaged, and able to receive embedded in f. eg. Google search results pages. JavaScript features were limited to those offered by a Google-provided library. This greatly limits the number of things that pages can do to be extremely cache-friendly and have consistently good performance.

AMP met with some resistance at the introduction. Web Developers Questioned Google's Approach – Its JavaScript library is used to define special tags instead of using conventional HTML as well as the need for a specific, narrowly defined format to achieve good performance. Some of these concerns have been mediated by Google's plan to build AMP on web standards and introduce a new governance model that ceded control to a few committees. Sitting on these committees would be representatives from both the technology and content publishing industry.

These restrictions are undoubtedly what allows AMP & # 39; s interactivity in email. It would be dangerous to support the browser's full, unlimited range of JavaScript capabilities in an HTML email, but the same danger does not exist for an AMP email because the JavaScript library is carefully controlled and restricted. AMP emails cannot perform arbitrary scripting; Instead, they opt for certain pre-packaged behavior types that they will use.


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