by Mike Nelson and Matthew Smith
Despite how much we love the concept of AMP, it only benefits Gmail users. Because of the complexity and additional work for developers to create versions of the email for AMP, only to benefit a subsection of the entire subscription base, the acceptance amongst developers will not gain traction unless other email clients (such as Outlook) also integrate AMP. Since Microsoft and Google don’t typically like to join forces on initiatives, it is unlikely that AMP will be the solution.
We do hope for a future where email is all-encompassing. If you are sent an article preview, you can read the whole thing within your email client; if you are sent a product or a bill, you can check out from your email client; or leaving reviews of recent experiences as a validated purchaser.
This article is from our white paper ‘The Future of Email’. To download your free copy, head to https://mailninja.co.uk/the-future-of-email