Google is bringing its accelerated mobile pages (AMP) technology into Gmail, with the intention of making emails "more interactive and engaging".
The company today announced an AMP developer preview for Gmail. The AMP tech is traditionally used for fast-loading mobile pages; the Gmail integration is its first broader use case.
Google envisions developers using AMP in Gmail will embed widgets that constantly update, allowing users to interact with content without leaving their inbox.
It would mean, for example, flight information in a booking confirmation email being automatically updated, or being able to browse through a retailer's catalogue and access the latest prices regardless of when the email was sent.
"With AMP for email, information in email messages can be dynamic, kept up-to-date and made actionable," Google AMP project engineering lead
"We’re really excited about the possibilities — developers and businesses will be able to send more expressive and interactive email messages than ever before."
Google said Pinterest, Booking.com, and scheduling app Doodle were testing the service.
AMP for Email is open source. Google is planning to include support for AMP in Gmail later this year.
The company is also testing an 'AMP stories' features in Google search that mimics the Snapchat format to allow publishers to create swipeable slides of images and videos.