• by Ray Schultz , December 9, 2019

Adobe has started offering AMP (accelerated mobile pages) for Email, a capability that lets consumers take actions directly within a message.   

Supported by Gmail, Outlook and other email clients, AMP for Email is now available to Adobe Campaign customers.

According to Adobe, email senders can now include AMP components in emails sent from Adobe Campaign Classic. This will allow recipients to interact with content without having to click a link to a webpage outside of the email.

In a blog post, Adobe writes that “information captured in form fills syncs directly into Adobe Campaign,” allowing marketers to build campaigns and track results within the same application.

In addition, customers can interact with polls, make reservations and manage subscription preferences within the email window.

Also, marketers can update email content in real-time. Adobe notes that “information that is updated on a brand’s website can also be updated in real-time inside an email, even after it has already been sent.” 

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

Gmail recently announced that it has extended its AMP capability to Android and iOS, Google announced in a post on Thursday.