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AMP and why emails are not (and should never be) interactive


Google tried to reinvent email. Everyone said no.

And now they were coming for your emails, dangling the benefits of a modernized messaging experience where you could book flights and hotels, respond to meeting invites and Google Docs comments, all from the comfort of your inbox. “We are here to make the web great again,” said Google’s vice president of news, Richard Gingras in 2015, only months after Donald Trump brought that phrase into the vernacular. You can make polls and surveys in email with HTML links and buttons, as we do at Buttondown —enough to RSVP to events, even if not enough to dynamically view hotel prices, say.

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