At their conference in Amsterdam, Google has just announced that they are opening up the Accelerated Mobile Pages framework for email.

Developers can sign up for access to the preview and get the email specs so they can begin to develop for the Gmail platform (full Gmail support is due out later this year).

According to Google:

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. 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. AMP for Email could also help you get more done in less time by allowing you to quickly RSVP to events, browse and interact with listings and campaigns, or fill out a questionnaire without ever leaving email.

They also noted the following benefits to AMP for Email:

  • Content that is kept up-to-date in real-time
  • The ability for recipients to browse and interact with content
  • Users getting more done in less time without having to leave email

AMP for Email is open source and Google want developers to start to build for it now. Other companies such Doodle, Booking.com and of course Pinterest have already started to build on the platform.

It will be interesting to see what developments and experiences come from this.