As an industry, we’ve had some time to process since Google announced that they would be bringing AMP (Accelerated Mobile Pages) to Gmail. For some bloggers, this development is being treated as a harbinger of a digital apocalypse where night has become day and nothing means anything anymore. For others, it’s a power grab by a potentially nefarious tech giant. There are some that are cautiously optimistic, but skeptical of scalability. Then there are folks like me, who are pretty excited. Though we’re out there, seem to be largely keeping our opinions to ourselves.
Well no more. I love the potential of AMP in email as much as I love the idea of evolving the inbox experience. I think this is a great step forward for the industry and I don’t care who knows. Judge me for it if you must but hear me out. I’m not saying it’s going to be easy and I’m not saying that Google is solely motivated by a desire to enhance the user experience. What I want to focus on in this post is how much better this can make email for subscribers, and in turn, for marketers.
The rest of this post can be viewed on Target Marketing.