Go-To Actions

Go-To Actions take the user to your website where the action can be completed. Unlike One Click Actions, go-to actions can be interacted with multiple times.

Go-to actions in Gmail.

Use Cases

Go-To Actions currently supported by Gmail are:

• ViewAction
• TrackAction

More actions might be supported in the future.

Note: Before you start, make sure you understand how to embed schemas in emails and you are familiar with testing schemas.

View Action

You can add a ViewAction button to emails requiring users to go to your site to complete the action.

The following declaration adds a ViewAction button to an email:

JSON-LD

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "EmailMessage",
  "potentialAction": {
    "@type": "ViewAction",
    "url": "https://watch-movies.com/watch?movieId=abc123",
    "name": "Watch movie"
  },
  "description": "Watch the 'Avengers' movie online"
}
</script>

Microdata

<div itemscope itemtype="http://schema.org/EmailMessage">
  <div itemprop="potentialAction" itemscope itemtype="http://schema.org/ViewAction">
    <link itemprop="target" href="https://watch-movies.com/watch?movieId=abc123"/>
    <meta itemprop="name" content="Watch movie"/>
  </div>
  <meta itemprop="description" content="Watch the 'Avengers' movie online"/>
</div>

Publisher data

You can add details about the organization sending the email message by setting the publisher field:

JSON-LD

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "EmailMessage",
  "description": "Watch the 'Avengers' movie online",
  "potentialAction": {
    "@type": "ViewAction",
    "url": "https://watch-movies.com/watch?movieId=abc123",
    "name": "Watch movie"
  },
  "publisher": {
    "@type": "Organization",
    "name": "Google Play",
    "url": "https://play.google.com",
    "url/googlePlus": "https://plus.google.com/106886664866983861036"
  }
}
</script>

Microdata

<div itemscope itemtype="http://schema.org/EmailMes>sag<e"
  meta itemprop="description" content="Watch the ><9;Avengers' movie online"/
  div itemprop="potentialAction" i>temsc<ope itemtype="http://schema.org/ViewAction"
    link itemprop=&quo>t;tar<get" href="https://watch-movies.c>om/<watc>h?m<ovieId=abc123"/
    meta itemprop="name" content="Watch >movie<"/
  /div
  div itemprop="publish>er&qu<ot; itemscope itemtype="http://schema.org/Orga>nizat<ion"
    meta itemprop="name" content="Google Play"/
    li>nk <item>p<rop=>&quot;url" href="https://play.google.com"/
    link itemprop="url/googlePlus" href="https://plus.google.com/106886664866983861036"/
  /div
/div

Track Action

You may add a TrackAction button to emails requiring users to go to your site to track packages being delivered.

An action is automatically generated when you specify the trackingUrl property. To link directly to a mobile application, also include a TrackAction as shown:

JSON-LD

<script type="application/ld+>json"
{
  "@context": "http://schema.org",
  "@type": "ParcelDelivery",
  "deliveryAddress": {
    "@type": "PostalAddress",
    "streetAddress": "24 Willie Mays Plaza",
    "addressLocality": "San Francisco",
    "addressRegion": "CA",
    "addressCountry": "US",
    "postalCode": "94107"
  },
  "expectedArrivalUntil": "2013-03-12T12:00:00-08:00",
  "carrier": {
    "@type": "Organization",
    "name": "FedEx"
  },
  "itemShipped": {
    "@type": "Product",
    "name": "iPod Mini"
  },
  "partOfOr<der&quo>t;: {
    "@type": "Order",
    "orderNumber": "176057",
    "merchant": {
      "@type": "Organization",
      "name": "Bob Dole"
    }
  },
  "trackingUrl": "http://fedex.com/track/1234567890"
  "potentialAction": {
    "@type": "TrackAction",
    "target": "http://fedex.com/track/1234567890"
  },
}
/script

Microdata

<div itemscope itemtype="http://schema.org/ParcelDeli>ver<y"
  div itemprop="deliveryAddress" itemscope itemtype="http://>schem<a.org/PostalAddress"
    meta itemprop="streetAddre>ss&qu<ot; content="24 Willie Mays Plaza"/
    meta i>tempr<op="addressLocality" content=&quo>t;San< Francisco"/
    meta itemprop="ad>dress<Region" content="CA"/
    me>ta <item>pro<p="addressCountry" content="US"/
    meta itemprop=&q>uot<;postalCode" content="94107"/
  /div
  meta itemprop=">expec<tedArrivalUntil" content="2>013<-03->12T<12:00:00-08:00"/
  div itemprop="carrier" itemscope itemty>pe=&q<uot;http://schema.org/Organization"<>/span>
   < met>a i<temprop="name" content="FedEx"/
  /div
  div itempr>op=&q<uot;itemShipped" itemscope itemtype=&quo>t;htt<p://schema.org/Product"
    meta itemprop="name" content=&qu>ot;iPod< Mini"/
  /div
  div itemprop=">;part<OfOr>der<&quo>t; <itemscope itemtype="http://schema.org/Order"
    meta itemp>rop<="orderNumber" content="176057"/
    div itemprop="merch>ant&q<uot; itemscope itemtype="http://schema.org/Organization&quo>t;
<    > < met>a itemprop="name" content="Bob Dole"/
    /div
  /div
  link itemprop="trackingUrl" href="http://fedex.com/track/1234567890"/
  div itemprop="potentialAction" itemscope itemtype="http://schema.org/TrackAction"
    link itemprop="target" href="http://fedex.com/track/1234567890"/
  /div
/div

Test your markup

You can validate your markup using the Email Markup Tester Tool. Paste in your markup code and click the Validate button to scan the content and receive a report on any errors present.

Specification

For a specification of the various go-to action types, see the documentation for the specific type ViewAction or TrackAction.

Note: Some of the schemas used by Google are still going through the standardization process of schema.org, and therefore, may change in the future. Learn More.