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>gets more multimedia and more performant More performant then text? What are you comparing it to smoke signals FFS? And let me see if I understand you correc

>gets more multimedia and more performant More performant then text? What are you comparing it to smoke signals FFS? And let me see if I understand you correctly, you _WANT_ multimedia in your emails? What is the point? To send miniature versions of web-pages?!?

fixermark 8y ago
Yes. The advantages of HTML in an email are well-documented in the TC article and the Google announcement. I would make use of that, personally.
- JohnFen 8y ago
  Those "advantages" are very weak, at best.
- UI_at_80x24 8y ago
  None of those "Advantages" were advantageous to the end user. This only benefits Google or other corporations, and anything that benefits them harms me.
  - fixermark 8y ago
    With respect, "anything that benefits corporations harms me" is a weird attitude. AMP in email could, hypothetically, allow me to hit the "checkin to my flight" button for a Southwest flight directly from my confirmation email without having to bump over to their website. That's cool, convenient, and simplifies my life. It also benefits the corporation (their resource allocation is easier if they have a firm count of flyers) and it benefits Google (I'm more likely to use an email client that facilitates this). The business world is full of win-wins, and this has the potential to be one of them.
    - gwenzek 8y ago
      > checkin to my flight button You can do that in HTML email too. Newsletter have an "unsubscribe" button, calendar invites have a yes/no/maybe button.
      - fixermark 8y ago
        Not without leaving the email UI, no.
        jamesgeck0 8y ago
        Let me introduce you to Actions and Highlights, which do exactly this without leaving the email UI. AFAIK Gmail has the best (only?) support for them, but anyone could support them. https://developers.google.com/gmail/markup/actions/actions-overview https://developers.google.com/gmail/markup/actions/actions-o...
    - jxfreeman 8y ago
      That’s theoretically possible now if not actually implemented already. AMP in the email isn’t going to automatically make this possible. The SWA devs and the Delta devs and the AA devs and the Alaska devs and the Northwest devs, ad naseum are all going to poorly implement their version just as poorly as their REST version (if they have one). The implementation mechanism isn’t really going to improve the experience. It will just be something different that is broken or slow.
    - drivingmenuts 8y ago
      It also allows for even more invasions of user privacy. We’re already tracked like tagged coyotes, so where does it stop? Obviously, not when users say so, because we can’t afford the lobbyists and lawyers that industry can. So now we just have to lie back and think of profits?
    - kortilla 8y ago
      What an incredibly bad example. Many airlines already include a link for a one click checkin. They already induce people to checkin (southwest for sure) with boarding priority based on checkin time. You’ve perfectly summed up AMP for email with a use case that’s already been solved by a simpler technology that nobody has complained about.
  - IanCal 8y ago
    Being able to respond to & deal with gdocs changes directly within an email has clear advantages for users of gdocs.
AJ007 8y ago
Google is looking for alternative channels to sell ads through. Adding more complicated media to email increases the type of ads that can be sold. It won’t be right away, but it’s coming. As their users spend more time with voice assistants and less with search result pages, Google needs to make up for those losses somewhere else. If they don’t, their revenue growth will end or invert, the stock price will drop, and the amount of money they can pay all of their employees will significantly decline. For all of the messaging platforms Google tried to build and messed up, it is a real possiblilty that Google could end up killing Gmail through management screw ups.
- craftinator 8y ago
  I favor this view of outcomes. The backlash caused by AMP in the first place was loud, but small. More people seem to be catching on with the negatives of it... AMP for email may not be the downfall of Gmail, but it opens new decision pathways that could be very harmful for the platform, such as inserting ads into private email conversations.
- stirfrykitty 8y ago
  Ads are easy to block, even with this development. The delivery may have changed, but not the how to. Blocking ads at the DNS level is always effective. I enjoy the cat and mouse game with the ad companies. It's always interesting to see how the adblock guys do their thing. Employing a Pi-hole has been one of the best decisions I have made in regards to my own network. Couple the Pi-hole with uBlock Origin, Privacy badger, Decentraleyes, and a few other tweaks, and you get the WWW the way it was intended to be: content only. I am unapologetic about blocking ads, beacons, cookies, trackers of all kinds. My computer, my rules. Just as I'm not required to look at roadside ads, and I don't, I refuse to allow my network to become compromised to give someone else another BMW. Running a website is the cost of doing business. If you cannot afford the domain name, bandwidth, etc., choose another business model. Ads were and are a horrible business model. I haven't seen an ad in literally years. I plan on keeping it this way.
  - ocdtrekkie 8y ago
    If DNS adblocking becomes too widespread, expect Google to start serving ads on the same subdomains as your Gmail messages.

fixermark 8y ago

Yes. The advantages of HTML in an email are well-documented in the TC article and the Google announcement. I would make use of that, personally.

JohnFen 8y ago
Those "advantages" are very weak, at best.
UI_at_80x24 8y ago
None of those "Advantages" were advantageous to the end user. This only benefits Google or other corporations, and anything that benefits them harms me.
- fixermark 8y ago
  With respect, "anything that benefits corporations harms me" is a weird attitude. AMP in email could, hypothetically, allow me to hit the "checkin to my flight" button for a Southwest flight directly from my confirmation email without having to bump over to their website. That's cool, convenient, and simplifies my life. It also benefits the corporation (their resource allocation is easier if they have a firm count of flyers) and it benefits Google (I'm more likely to use an email client that facilitates this). The business world is full of win-wins, and this has the potential to be one of them.
  - gwenzek 8y ago
    > checkin to my flight button You can do that in HTML email too. Newsletter have an "unsubscribe" button, calendar invites have a yes/no/maybe button.
    - fixermark 8y ago
      Not without leaving the email UI, no.
      - jamesgeck0 8y ago
        Let me introduce you to Actions and Highlights, which do exactly this without leaving the email UI. AFAIK Gmail has the best (only?) support for them, but anyone could support them. https://developers.google.com/gmail/markup/actions/actions-overview https://developers.google.com/gmail/markup/actions/actions-o...
  - jxfreeman 8y ago
    That’s theoretically possible now if not actually implemented already. AMP in the email isn’t going to automatically make this possible. The SWA devs and the Delta devs and the AA devs and the Alaska devs and the Northwest devs, ad naseum are all going to poorly implement their version just as poorly as their REST version (if they have one). The implementation mechanism isn’t really going to improve the experience. It will just be something different that is broken or slow.
  - drivingmenuts 8y ago
    It also allows for even more invasions of user privacy. We’re already tracked like tagged coyotes, so where does it stop? Obviously, not when users say so, because we can’t afford the lobbyists and lawyers that industry can. So now we just have to lie back and think of profits?
  - kortilla 8y ago
    What an incredibly bad example. Many airlines already include a link for a one click checkin. They already induce people to checkin (southwest for sure) with boarding priority based on checkin time. You’ve perfectly summed up AMP for email with a use case that’s already been solved by a simpler technology that nobody has complained about.
- IanCal 8y ago
  Being able to respond to & deal with gdocs changes directly within an email has clear advantages for users of gdocs.

AJ007 8y ago

Google is looking for alternative channels to sell ads through. Adding more complicated media to email increases the type of ads that can be sold. It won’t be right away, but it’s coming. As their users spend more time with voice assistants and less with search result pages, Google needs to make up for those losses somewhere else. If they don’t, their revenue growth will end or invert, the stock price will drop, and the amount of money they can pay all of their employees will significantly decline. For all of the messaging platforms Google tried to build and messed up, it is a real possiblilty that Google could end up killing Gmail through management screw ups.

craftinator 8y ago
I favor this view of outcomes. The backlash caused by AMP in the first place was loud, but small. More people seem to be catching on with the negatives of it... AMP for email may not be the downfall of Gmail, but it opens new decision pathways that could be very harmful for the platform, such as inserting ads into private email conversations.
stirfrykitty 8y ago
Ads are easy to block, even with this development. The delivery may have changed, but not the how to. Blocking ads at the DNS level is always effective. I enjoy the cat and mouse game with the ad companies. It's always interesting to see how the adblock guys do their thing. Employing a Pi-hole has been one of the best decisions I have made in regards to my own network. Couple the Pi-hole with uBlock Origin, Privacy badger, Decentraleyes, and a few other tweaks, and you get the WWW the way it was intended to be: content only. I am unapologetic about blocking ads, beacons, cookies, trackers of all kinds. My computer, my rules. Just as I'm not required to look at roadside ads, and I don't, I refuse to allow my network to become compromised to give someone else another BMW. Running a website is the cost of doing business. If you cannot afford the domain name, bandwidth, etc., choose another business model. Ads were and are a horrible business model. I haven't seen an ad in literally years. I plan on keeping it this way.
- ocdtrekkie 8y ago
  If DNS adblocking becomes too widespread, expect Google to start serving ads on the same subdomains as your Gmail messages.