Google annotations
This article provides an in-depth look at Google Annotations, their benefits, and their effective use within Wooxy. This feature allows adding markup elements such as carousel images, discounts, and expiration dates to emails in the Gmail Promotions tab. Using annotations enhances engagement and increases open and click rates by displaying key information directly in the inbox list view, allowing users to interact with promotions without opening the email. Detailed information is available on official Google resources.
Things to know before starting
- To begin using email annotation features, email the brand to p-Promo-Outreach@google.com to add it to the Google allowlist.
- Annotations are supported exclusively for bulk HTML mailings and are compatible only with templates created via an HTML code editor.
- Display is limited to the "Promotions" tab in the Gmail mobile app and is not supported in other inbox categories.
- Visibility depends on multiple factors, including quality filters and frequency limits; therefore, annotations may not be shown to all recipients.
- Gmail determines the timing and manner of display based on individual recipient settings and current inbox volume.
- Placement is influenced by the sender's reputation, ESP rating, subscriber interests, and promotion conditions, with a higher likelihood of appearing at the top two to three days before an offer expires.
- The product carousel and single-image preview are currently unavailable to users in the European Union (excluding the UK), while deal annotations remain functional in the EU without allowlisting.
-
Annotation’s types
- Deal Annotations(discounts)
- Product carousels
- Single picture
-
Annotations show
- Subject line - provides the core idea of the email content and serves as the primary annotation.
- Preview text - displays the first few lines of the email in the inbox to provide additional context.
- Email body beginning - serves as a summary of the content if the subject line is insufficient.
Add annotations
Step-by-step instructions
A JSON-LD script is created that contains all the necessary information for the annotations.
The script is placed within the <head> section of the HTML email template.
To enable annotation features and request inclusion in the Gmail allowlist, an email is sent to p-promo-outreach@google.com with the following details:
- all root domains (e.g., example.com);
- all subdomains (e.g., send.example.com, https://www.google.com/search?q=marketing.example.com);
- landing page URLs (e.g., the homepage).
Testing is performed to ensure correct annotation display before proceeding with a bulk mailing.
-
Annotation elements
- Logo - the image displayed next to the sender's name in Gmail; can be set via annotations, mail settings, or Gravatar.
- Company name - the brand name used by Gmail to generate a new header for the promotion.
- Subject - a brief description of the email content and promotional offer, which may match the actual email subject.
- Deal and discount code - details regarding the discount amount, promotional code, and expiration date to create a sense of urgency.
- Banner - an advertising image visible to users before the email is opened.
-
Reasons annotations do not display
- Technical requirements - supported exclusively for bulk HTML promotional mailings; other email types do not display annotations.
- Folder placement - displayed only within the "Promotions" tab; annotations are hidden if tabs are disabled or the email is placed in another folder.
- Domain reputation - visibility depends on the sender's domain reputation and on specific mailing conditions set by Google.
- Software version: optimal functionality requires the latest version of the Gmail app.
- Browser and cache - display may vary across browsers; a full cache can prevent annotations from appearing.
- Automatic extraction - Google reserves the right to automatically extract data and add annotations even if no code is provided.
- Brand allowlisting - inclusion in the Google allowlist is a mandatory requirement for functionality.
- Image quality - images should be high-quality, rectangular, at least 256×256 pixels, and contain minimal text.
- Image uniqueness - reusing images is discouraged to prevent messages from being treated as duplicates.
- Density cap - visibility may be limited if the recipient's inbox already contains multiple recent annotated emails to avoid clutter.
Annotations style
Standard Gmail tools and settings do not allow for changing the color or formatting of annotations. Aspects such as color, size, and shape are automatically determined by Gmail based on the email's content and context. In particular, the Deal Badge is displayed in green and is not customizable; only the feature content can be modified to ensure a consistent user experience.
-
Annotations benefits
- Clarity and understanding - well-crafted subject lines and preview snippets provide an immediate summary, helping recipients grasp the message context without opening the email.
- Improved management - clear annotations enable quick prioritization and efficient sorting of messages by urgency or topic.
- Streamlined communication - providing context upfront reduces miscommunication and ensures the intended message is understood clearly.
- Increased productivity - summarizing key points minimizes email overload and enables more focused, effective responses.
- Enhanced user experience = organized emails leave a professional impression and improve accessibility for users of assistive technologies.
-
Effective use of annotations
- Subject lines - crafting clear and accurate subject lines that highlight main points and required actions.
- Preview text - utilizing the first few lines of the email to provide a concise summary of the most important information.
- Content summary - placing key points or calls to action at the beginning or end of the message for quick comprehension.
- Information organization - using headings, bullet points, and numbered lists to ensure clear structure and readability.
