Now Google is taking aim at just this problem with a new initiative called AMP for Email. Instead of an email from Pinterest just kicking you to some in-app browser or an external app as soon as you tap one of its links, a new AMP-infused Pinterest email is the web. So you can pin to your heart’s content, right inside the email window. With AMP for Email, you never need to leave the message itself to browse web content.
How does Google pull this off? It’s letting email developers incorporate its Accelerated Mobile Pages (AMP) standard. You probably already use AMP every day without realizing it. Basically, Google caches many publisher websites so that they load faster–meaning much of the news we consume on a daily basis is often delivered via AMP. (In fact, AMP