Google is now rolling out its 'dynamic email' options on desktop, which will enable users to interact and engage within Gmail messages in real-time, as opposed to having to send interactions back and forth for each change.
As explained by Google:
"Starting today, we’re making emails more useful and interactive in Gmail. Your emails can stay up to date so you’re always seeing the freshest information, like the latest comment threads and recommended jobs. With dynamic email, you can easily take action directly from within the message itself, like RSVP to an event, fill out a questionnaire, browse a catalog or respond to a comment."
For example, using dynamic email, Pinterest can enable users to add Pins highlighted in an email to one of their boards, without having to click-through to the site.
The process can also be used for commenting in Google Docs, browsing hotel deals, setting meeting times - all within the email itself. That could open up a range of potential new opportunities for email marketers to consider - through the process will only work within Gmail at this stage (users in other email providers will only see a static version).
Google first announced that the option was coming in February last year, utilizing it's AMP framework to 'modernize email'. But the backend development work has proven significant, which could also see a broader rollout to mobile interactions delayed.
At this stage, the functionality is understandably limited, but it does add another element to email communication, providing real-time, message-like engagement, which can help to lessen the back and forth required in regular email exchange.
Dynamic emails are now rolling out to Gmail users on the web, with mobile support coming soon.