I'm referring primarily to things. Firstly, is Actions[0] where an email can embed metadata which causes a button to show in the inbox which can complete an action without even opening a message.
The second is AMP for Gmail[1] which enables interactive components within the message itself.
I understand that any users need to be approved by Google, so I'm wondering if this might be the bottleneck? It just seems like with the large number of Gmail users, this could lead to some easy boosts on conversion rates, but I rarely ever see any senders make use of either of these features. On one hand, I'm thankful since it could make things very cluttered. But I'm still left wondering why this is the case.
[0] https://developers.google.com/gmail/markup/actions/actions-overview [1] https://developers.google.com/gmail/ampemail