Email annotations are available in Gmail’s mobile inbox for users who have the Promotions tab enabled. These annotations appear only in the Promotions tab and not in the Primary inbox.
There are three types of email annotations:
1.) Product carousel
Use Email Annotations to Feature Your Emails in Gmail Promotions Tab
Introduction
Email Annotations let your promotional emails stand out in the Gmail Promotions tab by adding rich details like product images, discounts, and expiration dates directly to the inbox preview. By using structured data (JSON-LD markup) inside your email, Gmail can display a visually enhanced “promotion card” — helping your campaign get more attention and higher open rates. In this article, you’ll learn what Email Annotations are, why they matter, and how to implement them to improve your email engagement and conversions.
What Are Email Annotations?
Email Annotations are a Gmail feature that lets you include extra details — such as images, offers, coupon codes, and expiration dates — directly in the Promotions tab preview of your email. They use structured data (JSON-LD markup) embedded inside your email’s HTML, which Gmail reads to display a visually rich “promotion card”. This enhanced preview helps your email stand out in a crowded inbox before the user even opens it.
Note: Including this code allows Gmail to display annotations for your email. However, even with the annotation code added, Gmail may not show them to every recipient. The visibility of annotations depends on factors like the recipient’s settings, inbox layout, and overall inbox density.
Why Email Annotations Matter?
Adding email annotations can significantly boost email performance. Here’s why they’re valuable for marketers and eCommerce brands:
Increased visibility: Annotated emails show images, logos, and offers directly in the Promotions tab.
Higher open rates: Rich previews attract more attention, often increasing open rates by up to 20–40%.
Better engagement: Users are more likely to click when they see personalized, time-sensitive offers.
Stronger branding: Your brand logo and colors appear in Gmail’s interface, improving recognition and trust.
Essentially, annotations make your promotional emails look like mini ads inside Gmail, giving them an edge over plain-text campaigns.
Types of Email Annotations?
2.) Single image
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