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.

Gmail Promotions tab

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.

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.