Email Builder Framework: Gmail Annotations
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    Email Builder Framework: Gmail Annotations

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    Article summary

    About Gmail Annotations

    The Gmail Promotions tab is part of Gmail’s tabbed inbox feature, where marketing and promotional emails are delivered if the setting is enabled. Gmail Annotations enhance these emails by displaying images, offers, and expiration dates in the Gmail app before opening the email. This makes promotions more engaging and interactive, allowing users to click on annotations for more details. Marketers can customize annotations to suit their campaigns, even if the email is not offer-based, by including logos and product images.

    Prerequisites

    • The feature must be toggled ON via the Advanced tab during template/message creation and before sending the message. This is an on-demand feature. If it was not included in your standard CMS onboarding, you can request activation later.

    • Ensure all relevant assets and promotional details are added to the Advanced tab settings before sending the message.

    • After the initial implementation, test the feature using a test audience group of 100+ active users.

    This feature will only render for Gmail domain users accessing emails via the Gmail app and within the Promotions Tab. It will not function in any other email client.

    How to use

    When your system is set up to use Gmail Annotations, you can toggle them on and off in the Advanced tab.

    Gmail settings toggle for promotional emails, indicating on or off status.

    1. Go to Content > Email > Email Messages.

    2. Open the message you’d like to edit.

    3. Click the Information icon .

    4. Click Advanced tab, and go to 02. Gmail Promo.

    Example

    This annotation feature was created using the assets listed below.

    Promotional image showcasing various wellies with discount details and code offer10.

    02. Gmail Promo

    Gmail promotion settings for a sale on wellies with discount code and dates.

    • Alternative Subject Line

      • A brief and engaging text that highlights the promotion, such as the sale name or key offer.

      • Example: All Wellies Sale On

    • Description (Optional)

      • A short text displayed with the deal badge, summarizing the offer (e.g., discount percentage, free shipping).

      • Example: 20% off all Wellies

    • Discount Code (Optional)

      • The promotional code customers can use to redeem the discount.

      • Example: OFFER10

    • Start Promotion Date (YYYY-MM-DD) (Optional)

      • The date and time when the promotion begins, formatted in ISO 8601 (e.g., 2024-09-25T18:44:37-07:00).

    • End Promotion Date (YYYY-MM-DD) (Optional)

      • The date and time when the promotion ends, also in ISO 8601 format (e.g., 2024-10-25T18:44:37-07:00).

    03. Gmail Carousel

    Gmail carousel showcasing three images with corresponding links for user navigation.

    Images

    • Image 1 URL (Required)

      • A preview image of the email in PNG or JPEG format.

      • Supported aspect ratios: 4:5, 1:1, and 1.91:1 (images are automatically center-cropped).

      • Upload images to the Engage Content Store, copy the generated URLs, and enter them in the designated fields.

    • Image 2 URL (Optional)

      • Additional image following the same format and upload process as Image 1.

    • Image 3 URL (Optional)

      • A third image, if applicable, also adhering to the specified format and upload procedure.

    • Image 1 Link (Required)

      • The URL for the promotion. Users will be redirected to this link when they click on the email's image.

    • Image 2 Link (Optional)

      • A secondary URL, if applicable, linked to the second image in the email.

    • Image 3 Link (Optional)

      • A third URL, if needed, linked to the third image in the email.

    Three types of wellies: Unicorn Pink, Camo, and Rainbow options listed.

    Headlines (Optional)

    • Headline 1 (Optional)

      • A 1 to 2-line product description displayed below the image.

      • Should be clear, engaging, and relevant to the promotion.

    • Headline 2 & 3 (Optional)

    Form fields displaying promotional prices and currency options for pricing entries.

    Promo Price (Optional)

    • Promo Price 1

      • The promotional price of the product.

      • If a Discount Value is set, this price will display as the original price before the discount is applied.

    • Promo Price 2 & 3 as needed (Optional)

    Currency Format (Optional)

    • Price Currency 1

      • The currency of the price, formatted as a 3-letter ISO 4217 code (e.g., GBP for British Pounds).

      • This determines the currency symbol displayed with the price.

    • Price Currency 2 & 3 as needed (Optional)

    Discount values and image positions listed in a structured format for easy reference.

    Discount Value Guidelines (Optional)

    • Discount Value 1

      • The amount subtracted from the original price to display an adjusted price.

      • The adjusted price appears next to the original price.

      • Example: If the Discount Value is 2.50, the Price is 12, and the Price Currency is GBP, the adjusted price will be displayed as £9.50.

    • Discount Value 2 & 3 (Optional)

    Image Position Guidelines (Optional)

    • Image Position 1

      • Defines the position of the image card within a carousel.

      • Typically ordered numerically (e.g., 1, 2, 3) to control the display sequence.

    • Image Position 2 (Optional)

      • The position of the second image in the carousel, if applicable.

    • Image Position 3 (Optional)

      • The position of the third image in the carousel, if needed.

    Best Practices for Gmail Annotations

    Follow these guidelines to maximize campaign impact:

    1. Images

    Use high-quality visuals instead of text-only designs.

    Ensure images align with supported aspect ratios (4:5, 1:1, 1.91:1).

    Use unique images for each campaign to maintain freshness.

    Secure links: Use HTTPS URLs for all images and logos.

    2. Deal Badge

    Keep it short and clear (e.g., 20% Off, Free Shipping).

    Avoid lengthy text—use a maximum of 4 words.

    Ensure promo details are accurate (e.g., discount percentage, code).

    3. Expiration Dates

    Set a valid expiration date to maximize email visibility.

    Emails with expiration dates get a second preview near the offer’s end date.

    Use the correct ISO 8601 date format, e.g., 2024-12-30T23:59:59-0700.

    4. Discount Codes & Logos

    Use discount codes only if featured in the email.

    The system automatically adds "Code:" before the text—ensure it’s an actual promo code.

    Company logos (favicons) should be in HTTPS format.

    Additional Resources

    For more details, visit Google’s official best practices guide: Gmail Promotions Best Practices.


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