Google LLC is expanding the capabilities of its open-source Accelerated Mobile Pages framework that’s designed to make mobile web pages more interactive and faster to load.

The AMP framework was initially targeted at publishers as a way of making their content more accessible, and now Google wants to bring its features to email as well.

To that end, Google is launching a Gmail developer preview of AMP for Email, in order to make emails more interactive and engaging. The idea is to make email content more dynamic and actionable, Aakash Sahney, a product manager at Gmail, said in a blog post.

Benefits of the preview include the abilities to keep email content up to date in real-time to interact with messages without needing to open other tools.

“For example, say an external contractor wants to schedule a meeting with you but can’t see your calendar, so they send an email to get information on which dates and times you’re available,” Sahney said. “Within the email is a form to coordinate details. Thanks to AMP for Email, you can respond interactively through the form without having to click a link and redirect to another webpage.”

Other uses for AMP for Email include being able to reserve a place quickly after being sent an invitation to an event, interact with listings and campaigns, and complete questionnaires – all without leaving the email platform itself.

AMP for Email has only just been released, but Google said companies such as Booking.com and Pinterest are already building new experiences using the framework that should be made available to users soon.

Of course, Google is also planning to integrate AMP for email with its own Gmail service, something that should happen later this year, Sahney said. And because the framework is open-source, other email clients besides Gmail will also be able to integrate the technology.

Developers can request preview access to AMP for Email to get started.

Images: Google