Braze, a provider of a customer engagement platform, has added Google’s AMP for Email to its toolkit.

AMP (accelerated mobile pages) allows brands to use email as an interactive channel, the company says. Users can engage with content and take actions without leaving their inbox, the company says.

Braze is “the first customer engagement platform to support AMP for Email,” states Patrick Kettner, lead developer advocate, AMP Email at Google.  

In addition, Braze recently added SMS, Content Cards, and Roku to facilitate cross-channel campaigns. And the company formed a partnership with Snowflake earlier this year, allowing clients to join multiple sources of at via Snowflake Secure Data Sharing.

The goal of these changes is to help brands communicate in the relevant channel and context based on real-time data, says Kevin Wang, vice president of product management at Braze.

AMP is an open-source framework designed to make mobile pages load faster. When extended to email, it leads to “more engaging, interactive, and actionable email experiences,” Google said when first announcing the project in 2018.

One Braze client that is using AMP, the pizza delivery platform Slice, has “begun to include personalized, interactive recommendations” and has seen increases in email interactions,” states Nick D’Amelio, director of CRM at Slice.

D’Amelio adds that Slice has opted to expand its AMP campaigns and allow customers to “explore our pizzerias from their inboxes and get real-time updates on delivery orders.”

Google wrote last year: “Imagine you could complete tasks directly in email. With AMP for Email, you’ll be able to quickly take actions like submit an RSVP to an event, schedule an appointment, or fill out a questionnaire right from the email message.”