How do I implement Gmail Annotations and troubleshoot common issues?

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
12Marketer 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.

March 2023 - 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.

March 2022 - Email Geeks
Marketer view

Email marketer from Salesforce Pardot Community suggests ensuring that the HTML email template is correctly formatted and that the JSON-LD script is not being altered by Pardot's WYSIWYG editor. Using a plain text editor to insert the JSON-LD and then importing the HTML into Pardot can help prevent code corruption.

March 2023 - Salesforce Pardot Community
Marketer view

Email marketer from Campaign Monitor suggests keeping the annotation text concise and focused on the key benefits to capture the recipient's interest quickly. Avoiding overly promotional language and focusing on value can improve click-through rates.

July 2023 - Campaign Monitor
Marketer view

Email marketer from Reddit suggests checking if the email is being sent to a large enough audience, as Gmail Annotations may not appear for small test sends. Also, ensuring proper authentication (SPF, DKIM, DMARC) is crucial for annotations to display correctly.

August 2021 - Reddit
Marketer view

Email marketer from Sendgrid describes the recommended image dimensions and file formats for Gmail Annotations. Using high-resolution images that adhere to Gmail's guidelines ensures the annotations display correctly on various devices and resolutions.

July 2021 - Sendgrid
Marketer view

Email marketer from Email Geeks suggests checking the original email source in Gmail to see if the code has been altered, as some WYSIWYG editors can modify it.

April 2024 - Email Geeks
Marketer view

Email marketer from Litmus describes the process of implementing Gmail Annotations using JSON-LD markup in the email header, emphasizing the importance of correct syntax and valid schema properties to ensure the annotations render properly.

March 2022 - Litmus
Marketer view

Email marketer from Email on Acid advises troubleshooting Gmail Annotations by validating the JSON-LD code, ensuring compliance with Gmail's sender requirements, and testing across different devices and email clients to identify rendering issues.

September 2024 - Email on Acid
Marketer view

Email marketer from an Email Marketing Forum highlights the importance of the `@context` field in the JSON-LD markup, explaining it should point to the schema.org vocabulary to ensure Gmail correctly understands the annotation properties. Incorrect context can lead to rendering failures.

December 2023 - Email Marketing Forum
Marketer view

Email marketer from HubSpot recommends including a clear call-to-action within the Gmail Annotation to drive engagement. They emphasize the use of high-quality images and compelling discount offers to attract recipients' attention in the Promotions tab.

February 2022 - HubSpot
Marketer view

Email marketer from StackOverflow clarifies that the JSON-LD script for Gmail Annotations must be placed within the `<head>` section of the HTML email. Incorrect placement can prevent Gmail from parsing the annotation data.

January 2022 - StackOverflow

What the experts say
5Expert 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.

January 2022 - 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.

April 2021 - Word to the Wise
Expert view

Expert from Email Geeks shares a link to the Google Developers page for Gmail Promotab which has more information about getting whitelisted: <https://developers.google.com/gmail/promotab/overview>

May 2023 - Email Geeks
Expert view

Expert from Email Geeks explains that the `@type` field in Gmail Annotations should contain the type of the annotation, such as DiscountOffer, not free text.

February 2022 - Email Geeks
Expert view

Expert from Spam Resource indicates that while Gmail Annotations can enhance the visual appeal of emails in the Promotions tab, they do not guarantee improved placement. Other factors, such as engagement metrics and sender reputation, still play a significant role.

January 2023 - Spam Resource

What the documentation says
4Technical 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.

April 2022 - 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.

April 2021 - Google Developers
Technical article

Documentation from Schema.org defines the properties of the `DiscountOffer` schema, which is used in Gmail Annotations to specify offer details such as `discountCode`, `availabilityStarts`, and `availabilityEnds`. Proper implementation of these properties ensures Gmail displays the offer accurately.

September 2024 - Schema.org
Technical article

Documentation from Google Developers introduces the Gmail Annotations Preview Tool, which allows senders to test and preview their annotations before sending emails. It verifies the JSON-LD markup and provides a visual representation of how the annotation will appear in the Gmail Promotions tab.

November 2023 - Google Developers