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Interesting to see the responses here are mainly negative. I think email (and by extension, mail) is traditionally static because the medium never allowed for

Interesting to see the responses here are mainly negative. I think email (and by extension, mail) is traditionally static because the medium never allowed for dynamic updates. I don't see the harm in trying to improve upon that. If a solution is found that allows for full transparency of those updates with sufficient privacy, why not? Should email stay the same as it has been for another 50 years? I don't think it will.

Fnoord 4y ago
The fact the content is static makes the content usable offline and suitable for archive purposes. I don't want this feature to be tarnished. In fact, it already has (and is already dynamic and online) thanks to HTML.
adrianpthomas 4y ago
I would agree but at least part of the issue is that Google has a poor track record within the email design community for having weird / wonky support of the standards that already exist. If they had worked on addressing some of those shortcomings alongside the launch of Amp for email, it would have gone a long way to promoting adoption.
rickdeckard 4y ago
An Email is supposed to be a document which reflects the state of a topic at the time it was sent. The fact that there is a need in the industry for distribution of dynamic content which provides different (more recent) information whenever it is read is clear. But maybe that's not an evolution of email but in direct contradiction to it. Maybe it's something entirely different that is needed ... an industry standard for notifications. Unfortunately the current landscape of the market is not favorable to create proper industry standards anymore like it used to, as all the big players feel that they have no need to co-work anymore to solve a cross-industry problem.
tssva 4y ago
The article is regarding something from Google so you are always going to have the anti-Google crowd come out and blast it no matter what it is. You also have the people that are still upset that anything except text is allowed in email. I have received dynamic email a couple of times over the last couple of years and each time it has been a pleasant experience. For example my local mechanic sent a reminder that it was time for my vehicle inspection and my oil change. I was able to schedule my appointment for these directly from the email without having my email reading interrupted by having to switch windows or tabs.
- deno 4y ago
  Your local mechanic sent you an AMP email?
  - tssva 4y ago
    Yes. I assume he uses a SaaS product for customer contact and for scheduling. One of the great things about SaaS is it gives local small businesses access to the latest technologies.
    - deno 4y ago
      I figured as much, curious if you know what he used?
      - tssva 4y ago
        No idea, and the email is long deleted.
mustafabisic1 4y ago
As someone who's been working in email marketing for 5 years, I couldn't agree more. I'm quite surprised with the amount of negative comments. But it is what it is. The main problem with amp for emails is that email marketers don't have the time to make them. We're always excited when somebody get something out that's awesome, but it stays at that. We're back at our day to day operations. Unfortunately amp is staying in the "Important, but not urgent" category for a few years now. Look at this email for example: https://reallygoodemails.com/emails/discover-more-with-the-bbc https://reallygoodemails.com/emails/discover-more-with-the-b...
- einpoklum 4y ago
  > who's been working in email marketing ... I'm quite surprised with the amount of negative comments. If take email marketing to be a legit line of business, you might like this feature. But your assumption would be invalid. Email marketing is detrimental to society. It's the not-illegal spam. Don't market to us.
  - mustafabisic1 4y ago
    - If take email marketing to be a legit line of business. It's the not-illegal spam. Are you having a bad day my man? Hope it gets better.
- JohnFen 4y ago
  Serious question... is that email supposed to be an example of something good?
  - mustafabisic1 4y ago
    Thanks for the question. From where I'm standing this is a great emai and a opportunity for brands to convey their message more effectively and to make users experience more enjoyable. From where this community is standing, this is a big opportunity to work on fun projects. Email development is specific a little bit, but it's greatly enjoyable for many. Whether it's worth the risks, hmm, maybe, maybe not, I've seen a few great arguments in this thread. Actually, from this thread, I feel this type of email I mentioned MIGHT be acceptable in a sense. The ones where you can do a functional thing from email, like accept a calendar event are a different story. But we're a long way from having amp as a standard practice.
JohnFen 4y ago
Emails that can be changed after delivery eliminates one of the huge benefits of using email, though. It's a bad thing even if there are no privacy concerns. And how could there be no privacy concerns? At a minimum, a server somewhere is going to be notified every time you open the email, so it can check for updates.

Fnoord 4y ago

The fact the content is static makes the content usable offline and suitable for archive purposes. I don't want this feature to be tarnished. In fact, it already has (and is already dynamic and online) thanks to HTML.

adrianpthomas 4y ago

I would agree but at least part of the issue is that Google has a poor track record within the email design community for having weird / wonky support of the standards that already exist. If they had worked on addressing some of those shortcomings alongside the launch of Amp for email, it would have gone a long way to promoting adoption.

rickdeckard 4y ago

An Email is supposed to be a document which reflects the state of a topic at the time it was sent. The fact that there is a need in the industry for distribution of dynamic content which provides different (more recent) information whenever it is read is clear. But maybe that's not an evolution of email but in direct contradiction to it. Maybe it's something entirely different that is needed ... an industry standard for notifications. Unfortunately the current landscape of the market is not favorable to create proper industry standards anymore like it used to, as all the big players feel that they have no need to co-work anymore to solve a cross-industry problem.

tssva 4y ago

The article is regarding something from Google so you are always going to have the anti-Google crowd come out and blast it no matter what it is. You also have the people that are still upset that anything except text is allowed in email. I have received dynamic email a couple of times over the last couple of years and each time it has been a pleasant experience. For example my local mechanic sent a reminder that it was time for my vehicle inspection and my oil change. I was able to schedule my appointment for these directly from the email without having my email reading interrupted by having to switch windows or tabs.

deno 4y ago
Your local mechanic sent you an AMP email?
- tssva 4y ago
  Yes. I assume he uses a SaaS product for customer contact and for scheduling. One of the great things about SaaS is it gives local small businesses access to the latest technologies.
  - deno 4y ago
    I figured as much, curious if you know what he used?
    - tssva 4y ago
      No idea, and the email is long deleted.

mustafabisic1 4y ago

As someone who's been working in email marketing for 5 years, I couldn't agree more. I'm quite surprised with the amount of negative comments. But it is what it is. The main problem with amp for emails is that email marketers don't have the time to make them. We're always excited when somebody get something out that's awesome, but it stays at that. We're back at our day to day operations. Unfortunately amp is staying in the "Important, but not urgent" category for a few years now. Look at this email for example: https://reallygoodemails.com/emails/discover-more-with-the-bbc https://reallygoodemails.com/emails/discover-more-with-the-b...

einpoklum 4y ago
> who's been working in email marketing ... I'm quite surprised with the amount of negative comments. If take email marketing to be a legit line of business, you might like this feature. But your assumption would be invalid. Email marketing is detrimental to society. It's the not-illegal spam. Don't market to us.
- mustafabisic1 4y ago
  - If take email marketing to be a legit line of business. It's the not-illegal spam. Are you having a bad day my man? Hope it gets better.
JohnFen 4y ago
Serious question... is that email supposed to be an example of something good?
- mustafabisic1 4y ago
  Thanks for the question. From where I'm standing this is a great emai and a opportunity for brands to convey their message more effectively and to make users experience more enjoyable. From where this community is standing, this is a big opportunity to work on fun projects. Email development is specific a little bit, but it's greatly enjoyable for many. Whether it's worth the risks, hmm, maybe, maybe not, I've seen a few great arguments in this thread. Actually, from this thread, I feel this type of email I mentioned MIGHT be acceptable in a sense. The ones where you can do a functional thing from email, like accept a calendar event are a different story. But we're a long way from having amp as a standard practice.

JohnFen 4y ago

Emails that can be changed after delivery eliminates one of the huge benefits of using email, though. It's a bad thing even if there are no privacy concerns. And how could there be no privacy concerns? At a minimum, a server somewhere is going to be notified every time you open the email, so it can check for updates.