Google has changed emails massively, and it's here to stay

Google has changed emails massively, and it's here to stay

The AMP Stories product, a visually driven format built on AMP HTML, will begin serving in Google search results today, linked to publishers such as People and CNN.

Once you're in an AMP Story, the process of navigating around is identical to the process for Instagram Stories and Snapchat Discovery. Rather than the data that was most recent when the email was sent, it could be updated depending on what's current when you actually open the message. "Our team can easily create attractive, media-rich stories that our users can now access quickly across the web", said Doug Parker, Vice President of Digital Design at Meredith.

Google also announced a new "story" format for AMP this morning, competing against similar offerings from Snapchat and Facebook's Instagram.

For the past few years, we've worked to make mobile pages load faster through an open-source framework called Accelerated Mobile Pages (AMP). Newer, faster chips combined with larget screens allowed for content-rich web pages to be displayed on mobiles, but the internet speed wasn't up to the mark.

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What will this mean for Gmail users?

While Google's introduction of AMP for Email is all rosy, some say that's just marketing spin to push the company's own advertising agenda. It's another way to consume content and catch up on the latest news from publishers right on your smartphone.

Even once tooling is available, though, publishers will have to create AMP stories from scratch. I am not sure if this will be there only for brand related searches or it will add stories from multiple brands at the top if it matches to a search result. Scroll down and you will see a carousel of "Visual Stories" (AMP stories) from Mashable.com flagged both with the Visual Stories title and the AMP lighnting flash icon.

Additionally, some of the AMP Stories will include sound. The Washington Post used the format to experiment with a timeline of North Korea's participation in the Olympics, for example. That should technically allow for a much smoother viewing of these stories.

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