Unlock the power of your emails with schema.org
Email is an important part of how we get things done. Whether you want to
plan an event with friends or organize a business trip to Paris, you are
probably using email to assist with the task. By adding
schema.org
markup to the emails you send your
users, you can make that information available across their Google experience,
and make it easy for users to take quick actions, such as
checking in for a flight. Gmail, Google Calendar, Google Search, and
the Google app all already use this structured data.
Schema.org
is a markup vocabulary that is standardized
and managed as a collaboration of Google and other companies. By working with
schema.org, we are creating an open standard, so that the markup you embed can
be used by any email product that receives them.
See the video for more motivation and similar examples of why you should
consider email markup for your app.
Gmail Actions
Gmail uses schema.org markup to accelerate user actions and to highlight the
most important information users need from an email.
Gmail supports the following types of actions and interactive cards:
Gmail Highlights
Gmail uses the same schema.org markup to highlight the most important
information within an email, and allow user to act on it.
The Promotions tab puts the most valuable parts of email right at users'
fingertips. Here are some highlights:
- The most valuable email is pulled to the top using machine
learning.
- Bundles
help organize top deals and topics.
- Image previews
showcase the most vibrant part of the message.
- Deal badges
highlight expiring and valuable deals.
Rich email previews can lead to more engaged customers. Control what
is richly previewed by annotating your images, expiration dates, and
deals within email.
For more information, refer to
Gmail Promotions tab
.
Answers in Search
Google Search is evolving from surfacing search results to answering questions.
With Voice Search and Natural language queries, users can speak or type
questions they have and see highly structured information cards in Search.
By marking up email you can help your users find their information faster on
Google.
For more information, refer to
Answers in Google Search
.
Confirmation Cards
Bring users the right information at just the right time with confirmation
cards. For example, the Google app can show you directions to your next event,
the boarding pass for your upcoming flight, the check-out time for your hotel,
and more.
By adding markup to your emails, you can provide Google with the information
that makes this possible.
For more information, refer to
Confirmation cards
.
Google Calendar
With "Events from Gmail", Google Calendar extracts events from booking
confirmation emails such as Flight, Concert, Restaurant reservation or any
other ticketed events and adds them to Calendar automatically.
Google Calendar supports following 4 types of mark-up types:
By adding markup to your emails, you get your events automatically added to
user's Calendar with all the important information.
For more information, refer to
Auto added Events in Google Calendar
.