Google has announced that it is bringing the power of AMP (Accelerated Mobile Pages) to email:
Imagine you could complete tasks directly in email. With AMP for Email, you’ll be able to quickly take actions like submit an RSVP to an event, schedule an appointment, or fill out a questionnaire right from the email message. Many people rely on email for information about flights, events, news, purchases and beyond—more than 270 billion emails are sent each day! AMP for Email will also make it possible for information to easily kept up-to-date, so emails never get stale and the content is accurate when a user looks at it.
Companies like Pinterest, Booking.com and Doodle are developing new experiences for consumers using AMP for Email, and we’re excited to see what others will do soon.
Google's hope is that other email clients will also adopt the standard.
This is one to watch.
I'm not a fan of AMP when it comes to webpages (for a variety of reasons, including a distaste for getting into a bed with Google that may be difficult to leave), so you consider me as raising an eyebrow to hear the plans to roll it out for email.
One thing I've learnt over the years is that making email "richer" in terms of features has always brought new security challenges. My worry would be that new levels of interaction like this might make it easier for unsuspecting users to fall for a phishing attack or scam.
We'll have to wait and see, of course, once the feature begins to roll out. But we know right now that online criminals are nothing if not inventive, and inevitably seize the opportunities brought by new technologies to pull the wool over unsuspecting users' eyes.