Gmail messages are about to get more interactive.
Google on Tuesday announced the general availability of “dynamic email” (aka “AMP for Email”), a feature that lets senders create interactive content inside their messages.
“With dynamic email, you can easily take action directly from within the message itself, like RSVP to an event, fill out a questionnaire, browse a catalog, or respond to a comment,” Gmail Product Manager Aakash Sahney explained in a Tuesday blog post.
Google first launched the developer preview of AMP for Email last year, and several companies, including Pinterest, Freshworks, Booking.com, hospitality app OYO Rooms, and meeting scheduler Doodle, are already using it to make their messages more “actionable and relevant,” Sahney wrote. Pinterest, for instance, has made it easier to browse pins and save them to boards from Gmail. Doodle, meanwhile, will let you respond to a meeting invitation right from the message. In dynamic emails from OYO Rooms, you’ll be able to browse hotels and rentals, and view details, with fewer clicks.
Plus, with AMP for Email, messages “can stay up to date so you’re always seeing the freshest information, like the latest comment threads and recommended jobs,” Sahney wrote.
This should cut down on the number of Google Docs email notifications you receive.
“Instead of receiving individual email notifications when someone mentions you in a comment, now, you’ll see an up-to-date thread in Gmail where you can easily reply or resolve the comment, right from within the message,” Sahney wrote.
Google is rolling out this feature to Gmail users on the Web today and said that mobile support is “coming soon.” Besides Gmail itself, email providers like Yahoo! Mail, Outlook, and Mail.Ru “support or will support AMP emails,” Google said.