Yesterday, Google announced that Gmail will use AMP to make emails dynamic, up-to-date and actionable. At first that sounds like a great idea. Last week’s news is stale. Last week’s special offer from your favourite shop might not be on sale any more. The email is worthless to you now. Imagine if it could stay up-to-date.
Over time your mailbox becomes an extension of your memory – a trusted repository of history, in the way that an online news site will never be. Regardless of the underlying reasons, it is a fact that websites can be “corrected” after you read them, tweets can be deleted and posts taken down.
I agree with FastMail here. I look to my email as a source of “truth”. I can count on it to be static and unchanging. I have an archive of emails stretching back to around 1996, and I count on all of remain unchanged forever, safe in my archive.
Also not to be discounted are the legal ramifications of dynamic emails. I work in politics and, while not frequent, my emails have had to be turned over for discovery in litigation. That entire process assumes that the contents of emails have remained unchanged and will be turned over in the same state. AMP tosses that entire premise out the window.
AMP for email is a bad idea.
Also, if you’re in the market for a new email provider, FastMail is fantastic. I’ve been using them for a number of years and they are absolutely the best. Fast, reliable, trustworthy, and inexpensive. Visit this link to sign up.