Gmail Just Got A Lot More Interactive, Thanks To This New Feature

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We have to be honest — we love Google and Gmail, but we’ve never exactly thought about the company as a “platform” the way that we think about Facebook. Email is a huge part of our lives, whether we want to admit it or not. Google understands, and now, your email could look a little different. As part of an already existing program called AMP, Google will allow companies and developers to send super engaging and interactive emails to their customers as of February 20.

(And no, you can’t use the feature to send your aunt a poll about cats. It’s more about the developer-user relationship.)

Developers can install widgets in their newsletters that allow users to click on webpages, engage on social media and more, without ever leaving an email. So, you’ll be able to take polls, save Pinterest items and RSVP to events without going to a website.

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Even cooler: the new feature offers a unique opportunity for developers to include updates in already-sent emails. For example, if Delta sends you an email saying your flight is at 6 p.m., but your flight is later delayed, you’ll get a notification within the Gmail app and website that Delta updated your email to include the most recent and accurate information. Basically, instead of getting two emails, you get a single one that updates to have the most relevant info. Holla at the lack of email clutter!

AMP, or Accelerated Mobile Pages, was originally created by Google to allow users to read multiple articles in a carousel feature without having to leave the original Google domain. Essentially, it’s Google’s answer to Facebook’s instant articles feature. The result is a similar experience that makes mobile Google search quick and easy. And, the publishers or companies creating the content still get traffic credited to their sites, so it’s a win-win situation.

We’re all for innovation, and Google attempting to provide a quicker, more user-friendly experience is nothing short of exciting. Bring it on, G.