Gmail recently launched a new feature which allows marketers to add ‘action shortcuts’ within the subject line of an email.  Gmail will now show buttons next to emails in your inbox that let you take actions without even opening the message.

Gmail actions using schema

Google also reminds us that this functionality is available in search as well as Gmail.

Increase user engagement with interactions in emails, Google Search, and Google Now, by adding markup to emails.

What’s Schema?

Schema is a collection of tags or rather instuctions, i.e., html tags, that webmasters can use to markup their pages in ways recognised by major search providers. Search engines including Bing, Google, Yahoo! and Yandex rely on this markup to improve the display of search results, making it easier for people to find the right web pages.

How do you include Actions to your Email campaign?

The process is known as ‘Declaring Actions‘. An Action in represents a verb or activity that can be performed on a piece of structured data. Multiple types of actions are supported and they can all be defined with similar structured data.