Summary
Implementing Gmail Annotations involves several crucial steps. First, ensure proper email authentication (SPF, DKIM, DMARC) and maintain a positive sender reputation, as Gmail prioritizes annotations from reputable senders. The JSON-LD markup must be valid and correctly placed within the `<head>` section, with the `@type` field accurately reflecting the annotation type and dates in ISO8601 format; pay special attention to the `@context` field, ensuring it points to schema.org. Utilize the Gmail Annotations Preview Tool for validation. Annotations enhance visual appeal and potentially increase engagement, but don't guarantee improved placement. Be mindful of WYSIWYG editors altering the code, and test with a large send. Optimize content with clear calls to action, concise text, and high-quality images while adhering to Gmail's image guidelines. While IP whitelisting is no longer relevant, a good sender reputation remains essential.
Key findings
- Authentication & Reputation: SPF, DKIM, DMARC, and a positive sender reputation are crucial.
- JSON-LD Correctness: Valid JSON-LD in `<head>` with correct `@type`, dates, and `@context`.
- Preview and Test: Use the Preview Tool and test with a large send to validate.
- WYSIWYG Interference: WYSIWYG editors can alter JSON-LD; code directly or use a plain text editor.
- Visual Enhancement, Not Guarantee: Annotations improve visuals but don't guarantee placement; engagement matters.
Key considerations
- Content Optimization: Optimize content: clear CTA, concise text, high-quality images.
- Image Guidelines: Adhere to Gmail's image dimensions and file formats.
- Validation is Key: Consistently validate using the Gmail Annotations Preview Tool
- Sender Practices: Maintain good sending practices is essential
What email marketers say
12 marketer opinions
Implementing and troubleshooting Gmail Annotations involves ensuring proper email authentication (SPF, DKIM, DMARC), validating JSON-LD markup and placement, and adhering to Gmail's sender requirements and image guidelines. Testing should be done with a large send. Including a clear call-to-action, concise text, and high-quality images can improve engagement. Potential issues include code alteration by WYSIWYG editors and incorrect `@context` field usage. Good sender reputation is crucial for annotations to display correctly.
Key opinions
- Authentication Required: Proper email authentication (SPF, DKIM, DMARC) is crucial for Gmail Annotations to display correctly.
- JSON-LD Validation: JSON-LD markup must be valid, correctly placed in the `<head>` section, and use the correct schema.org vocabulary for the `@context` field.
- Large Send Testing: Annotations might not appear in small test sends; testing requires a larger audience.
- Engagement Boost: Gmail Annotations can increase email open rates and engagement by making promotional emails visually appealing.
- Code Integrity: WYSIWYG editors can alter the JSON-LD code; using a plain text editor to insert the code can prevent corruption.
Key considerations
- Sender Reputation: Maintain a good sender reputation, as Gmail prioritizes annotations from reputable senders.
- Image Guidelines: Adhere to Gmail's image guidelines for dimensions and file formats to ensure proper display.
- Content Optimization: Include a clear call-to-action, concise text, and compelling offers to attract recipients' attention.
- Rendering Issues: Test annotations across different devices and email clients to identify potential rendering issues.
- WYSIWYG editors: Avoid wysiwyg editors when coding html
Marketer view
Email marketer from Mailchimp explains that Gmail Annotations increase email open rates and engagement by making promotional emails more visually appealing and informative, helping them stand out in the crowded inbox.
13 Oct 2022 - Mailchimp
Marketer view
Email marketer from Email Geeks shares there is no longer an approved IP list for Gmail Annotations. DKIM/SPF/DMARC is required. Testing requires a large send.
15 Oct 2021 - Email Geeks
What the experts say
5 expert opinions
Implementing Gmail Annotations involves several key aspects. Ensuring a positive sender reputation is crucial, as Gmail prioritizes annotations from reputable senders. The `@type` field should accurately reflect the type of annotation, and dates should be in ISO8601 format. While annotations can enhance visual appeal, they don't guarantee improved placement within the Promotions tab; engagement metrics and sender reputation remain significant factors. Google's developer documentation provides comprehensive information on these features.
Key opinions
- Sender Reputation Matters: A positive sender reputation is critical for Gmail Annotations to display correctly.
- @type Field Usage: The `@type` field should contain the correct annotation type (e.g., DiscountOffer), not free text.
- Date Format: Dates must be in ISO8601 format.
- No Placement Guarantee: Annotations enhance visual appeal but don't guarantee improved placement.
Key considerations
- Consult Google Documentation: Refer to Google's developer documentation for comprehensive guidance.
- Engagement Metrics: Focus on improving engagement metrics and sender reputation for better placement.
- Sender Practices: Maintaining good sending practices is essential
Expert view
Expert from Email Geeks points out that ISO8601 format should be used for dates.
5 Apr 2023 - Email Geeks
Expert view
Expert from Word to the Wise explains that having a positive sender reputation is critical for Gmail Annotations to display correctly. Gmail prioritizes annotations from reputable senders, so maintaining good sending practices is essential.
20 Dec 2023 - Word to the Wise
What the documentation says
4 technical articles
Gmail Annotations enhance emails in the Promotions tab with visual highlights like sender logos, discount codes, and expiration dates, aiming to boost engagement. Proper implementation requires meeting sender requirements, including a good reputation, SPF/DKIM/DMARC authentication, and adherence to Gmail's guidelines. The Gmail Annotations Preview Tool helps validate JSON-LD markup, and Schema.org's `DiscountOffer` schema dictates how to specify offer details correctly.
Key findings
- Visual Enhancements: Gmail Annotations visually highlight deals and promotions in the Promotions tab.
- Sender Requirements: Good sender reputation and SPF/DKIM/DMARC authentication are essential.
- Preview Tool: The Gmail Annotations Preview Tool validates JSON-LD markup.
- Schema.org Compliance: The `DiscountOffer` schema from Schema.org defines offer details.
Key considerations
- Adherence to Guidelines: Follow Gmail's sender guidelines for annotations to display correctly.
- Regular Validation: Use the Preview Tool regularly to ensure correct annotation rendering.
- Schema Accuracy: Implement the `DiscountOffer` schema properties accurately.
Technical article
Documentation from Google Developers outlines the sender requirements for Gmail Annotations, including having a good sender reputation, authenticating emails using SPF, DKIM, and DMARC, and following Gmail's sender guidelines to ensure annotations are displayed correctly.
4 Sep 2021 - Google Developers
Technical article
Documentation from Google Developers provides an overview of Gmail Annotations, explaining they visually highlight deals, offers, and promotions directly in the Gmail Promotions tab. It specifies that annotations include sender logo, discount code, expiration date, and offer details, encouraging recipients to engage with promotional content.
15 Jun 2023 - Google Developers
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