Overview

Schema.org markup in emails

Email is an important part of how people get things done. Whether planning an event with friends or organizing a business trip, email often assists with the task. By adding Schema.org markup to emails sent to users, you make that information available across their Google experience and enable quick actions, such as checking in for a flight. Gmail, Google Calendar, Google Search, and the Google app all use this structured data.

Schema.org is an open standard markup vocabulary managed as a collaboration between Google and other companies. Markup embedded using Schema.org can be used by any email product that supports the standard.

Watch the video for examples of how email markup can enhance your application.

Note: Some schemas that Google uses are still going through the standardization process of Schema.org and might change in the future. For more information, see Schema.org proposals.

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:

• One-click action for actions that users can perform with a single click
• Go-to action for more complex interactions
• Flight interactive cards

Gmail highlights

Gmail uses Schema.org markup to highlight the most important information within an email and allows users to act on it.

• Bus highlight
• Car rental highlight
• Flight highlight
• Event highlight for events with tickets
• Order and parcel delivery highlights for shopping
• Hotel highlight for hotel reservations
• Invoice highlight
• Restaurant highlight for restaurant reservations
• Train highlight

Gmail Promotions tab

The Promotions tab displays key details from promotional emails:

• Machine learning pulls the most valuable emails to the top.
• 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 images, expiration dates, and deals within emails.

For more information, see the Gmail Promotions tab guide.

Google Calendar

With "Events from Gmail", Google Calendar extracts events from booking confirmation emails such as flight, concert, or restaurant reservations, or any other ticketed events, and adds them to Calendar automatically.

Google Calendar supports the following four markup types:

• Flight reservation
• Event for events with tickets
• Hotel reservation for hotel reservations
• Restaurant reservation for restaurant reservations

By adding markup to your emails, your events are automatically added to users' Calendar with all the important information.

For more information, see Manage events from Gmail.