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Author's profile photo Norman Fischer

Gmail annotations and Gmail markup in the Emarsys Platform

What are the Gmail annotations and markups

To improve the user experience with the email or to make your promotional email stand out, Gmail offers annotations and markups that can be added to email campaigns.

Gmail annotations are a feature that allows users to add notes, labels, and other information to specific emails in their inbox. These annotations can be used to help organise and prioritise emails, as well as to make it easier to find specific messages later on. Examples of annotations include adding a label to an email, marking an email as important, or adding a reminder to follow up on an email later. They can be created, edited, and removed by the user.

In this blog post I would like to show you how you can use Gmail annotations and markups for email campaigns that you create in your Emarsys account.

How to add Gmail annotations and markups to custom HTML campaigns

You can make Gmail annotations and markups work by creating custom HTML (Hypertext Markup Language) campaigns in which you insert your own HTML source code. However, the HTML source code must be 100% correct to avoid issues so, it is highly recommended to verify your HTML source code by using one of the available tools on the internet. 

  1. Register your sender address here: https://developers.google.com/gmail/markup/registering-with-google
  2. Create a custom HTML campaign including the Gmail annotation or markup parts. Please use microdata instead of JSON data. The schema for microdata can be found on the following link: https://developers.google.com/gmail/markup/reference/formats/microdata
  3. When you finished editing the whole HTML source code, please validate the HTML code with this testing tool: https://www.google.com/webmasters/markup-tester/
  4. Test whether the microdata you added to your custom HTML campaign have the desired result and Gmail annotations and markups are displayed correctly. Also, test how other mailbox providers treat such emails with Gmail specific elements.
    Tip: If you encounter issues with other mailbox providers during your tests, it may be worth creating two separate campaigns: one campaign sent to Gmail and one campaign sent to all other mailbox providers. While this approach can be time-consuming for marketing emails, it could be a viable way for transactional emails which are set up once and will be sent over an extended period.


What’s after the setup

Continue testing while using microdata in your email campaigns. Over time spam filters and filter algorithms adapt to changes which may affect how your emails using microdata will be treated and categorised. To avoid unwanted surprises, you should run tests on a regular basis.

Use Gmail annotations wisely! Not every marketing campaign needs Gmail annotations. It is therefore not recommendable to add Gmail annotations to every marketing campaign you send.

Tip: If you want to specifically test Gmail annotations and how they are displayed in the Gmail promotions tab, you can create your own test email address ending with promotabtesting@gmail.com
An example for your own test address could be company.promotabtesting@gmail.com
The annotations are always displayed when sending a test email to a test account. For other Gmail accounts, Gmail may display or treat your test email differently depending on various factors.

What’s next?

Please leave feedback below and/or hit the “like” button to show this type of content is useful.

You can ask questions and provide suggestions for helpful email deliverability topics in the Q&A area Q&A – SAP Emarsys Email Deliverability.

And if you’d like to find out more SAP Emarsys, you can visit the community page: SAP Emarsys CX.

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