Google is bringing dynamic email in Gmail to all users, expanding on the beta that launched earlier this year. Building on AMP, the feature will allow for interactive messages that will mean users can treat the body of an email much as they would a webpage, all without leaving their inbox.
Google launched the beta of dynamic emails back in March, as a way to enhance messaging – and make Gmail more sticky for users. Rather than having new webpages open up when you click a link, go to fill in a form, or respond to a survey in your inbox, with the right message you can complete all of that from the email interface.
It’ll require specially formatted emails, unsurprisingly, though there are already a number of participants there signed up. Google’s beta launched with support from companies like Pinterest, Booking, and Doodle, but there’ll also be support from Google’s own services. You could, for example, respond to a Google Docs edit directly within the notification email.
In a welcome change from some of Google’s feature launches, both personal account holders and those with G Suite accounts will be able to use dynamic emails. The latter will have it enabled by default, though the feature can be disabled on their domain by their administrator. Users will also be able to turn the feature off on a per-user basis.
Initially, dynamic email will only be supported in Gmail on the web. Mobile support is in the pipeline, however, Google says.
Unsurprisingly, there have been concerns voiced about more interactive emails which could be used to phish, bypass security, or otherwise cause privacy headaches. Google is addressing that by implementing an approvals policy for the system. Before anybody can send a dynamic email, they need to register with Google and be reviewed.
The system is based on AMP for Email, a subset of AMPHTML components that allow for dynamic interaction with the body of the message. It’s not just about making messages that readers can click through and interact with, however. Senders will also be able to keep the content of the message up to date in real-time, displaying the latest comments in a thread, for example, or new recommendations.
Google says dynamic email will be rolling out from July 2nd.