How do I implement Gmail Annotations and troubleshoot common issues?
Summary
What email marketers say12Marketer opinions
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
What the experts say5Expert opinions
Expert from Email Geeks points out that ISO8601 format should be used for dates.
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.
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>
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.
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.
What the documentation says4Technical articles
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.
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.
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.
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.