Email marketing platform AppMail is partnering with Gmail to allow marketers to create app-like functionality inside their emails.
Consumers previously had to open a new page or app to purchase goods, track packages, check into flights and perform other functions, the firm notes.
“While AppMail’s mini-app solution already covers all major email clients, this partnership ensures and delivers an enhanced interactive experience for Gmail and other AMP enabled users,” states Appmail founder and CEO and co-founder Shi Li.
Google’s AMP (accelerated mobile pages) for Email allows consumers to purchase and take other actions without clicking through to a web page.
AppMail’s new solution “offers full shopping cart functionality, booking and reservation modules, interactive survey forms, and more,” the company says on its website.
AppMail is certified to host interactive content on the cloud and rendered by Gmail.
The company notes that 70% to 80% of all online shopping carts are abandoned -- a problem it claims can be mitigated with its new offering.