4 ms·
Some great thinking here, and the kind we need. For all the bellyaching about HTML and email, the real problem is that nobody has been bothered to build a stand
by shortformblog 2y ago
Some great thinking here, and the kind we need. For all the bellyaching about HTML and email, the real problem is that nobody has been bothered to build a standard that everyone agrees to.
The gradual approach is a smart one, too.
I think AMP for Email has some great ideas but bad branding. It could be a useful starting point for this discussion.
- chrismorgan 2y agoAre you familiar with what AMP for Email is about? It’s dynamic content. That’s all. And that’s something that has no place in email. AMP for Email is dealing with a completely different problem from the one discussed in this article—one that no one asked to be fixed, and which few people even agree is a problem (and they’re all trying to sell you something).
- shortformblog 2y agoDo you think I would have brought up AMP for Email if I didn’t know what it was about? Please, take a breath.
- shortformblog 2y agoOne additional point. This gatekeeping about what email should or should not be is just too much sometimes. It is the very reason why email has been in stasis for so long. Anyway, you understand why I brought it up, right? It is an attempt at a standard in email that already exists. When we are talking about improving email, highlighting existing work is useful. That means there is something tangible that can be used to improve the weaknesses in the current model. Additionally, he brought up HTML email in the post. AMP email is an attempt at standardizing HTML email. That is relevant to what he wrote.
- chrismorgan 2y agoNo, I don’t understand why you brought it up. It was Google trying to shove through something they’d invented, using their market power as leverage. You don’t make good standards like that. It was also not at all about standardising HTML email—it didn’t improve anything in that way, except insofar as the AMP part being chosen implies that the client has decent HTML support. AMP for Email is purely about dynamic content in emails. And the very way that each provider that supports AMP for Email has required whitelisting of each sender shows there’s something extremely rotten about the entire thing.
- shortformblog 2y agoYour personal hang-up about AMP is separate from my point.