• by Ray Schultz , July 1, 2019

AWeber, the provider of a marketing and automation platform for small businesses, will now support Accelerated Mobile Pages (AMP) for email, the firm announced on Monday. 

AMP, which allows email recipients to take action without opening a web browser. was rolled out earlier this year by Gmail, and is now also supported by Yahoo Mail, Microsoft Outlook and Mail.Ru, according to AWeber.

AWeber’s API facilitates more personalized messages by embedding AMP components within their Gmail messages, the firm claims. 

In addition, consumers can subscribe to newsletters, leave product reviews, book appointments, answer questionnaires, RSVP to events, and view live package-shipping statuses, it adds.

“By allowing people to engage with content faster, AMP for Email will enhance subscribers’ experiences within the inbox,” states Rob Patterson, Chief Marketing & Growth Officer at AWeber. 

AMP is an open-source framework designed to make mobile pages load faster. Having been extended to email, it will lead to ““more engaging, interactive, and actionable email experiences,” Google said when first announcing it was working on the project in 2018.

Email experts largely agree with this seeming hype. 

“AMP for Email represents a significant development in the interactivity possible in the inbox,” said Len Shneyder, head of industry relations for Twilio SendGrid, at that time.. “We all know that email is the most pervasive digital communication channel with the highest ROI.  However, it remains mostly static.”