Natalia Ustimenko

Head of Direct Marketing

How to Use Gmail Promotions in Your Email Campaigns in eSputnik

About a year ago, Gmail updated its Promotions tab and gave a chance for all email marketers to draw a customer’s attention by making the most interesting promotion emails more visible.

Now it’s time to end disappointment when your emails are getting to Promotions, and start using this new feature to your advantage.

What Are Email Annotations?

In addition to a supporting subject line and preheader, you can use new items: a promo code, an expiration date of the discount, and a banner. Your subscribers will see all this information in the Promotions tab before they decide to open your email.

Example of annotations in Gmail

What Do Email Annotations Consist Of?

Brief information about your company and promo campaign will be highlighted in the messages list. It will help your subscribers' eyes to find emails faster. In the annotations, you can specify the following elements:

What Email Annotations Consists of

  1. Logo

This little pic will appear near the sender’s name in Gmail. You can set the sender’s logo for annotations or for your account as a whole using Gmail settings or Gravatar.

  1. Company Name

Even if your email already has a sender name (in a field From), Gmail will create a new header and will use it as well. So you should use a name in a strong association with your brand (or, actually, just your company or brand name).

  1. Subject Line

It's the same story. You should create a good subject line, that will aptly describe your email and will give a strong hint about your content. Email subject line in annotations and inside your email can be the same.

  1. Deal and Discount Code

This is actually the essence of your annotation. Here you can put information about your deal like code, discount information or expiration date to add some heat to your promotion. If you do not have any codes, just leave this the amount of the discount.

  1. Banner

Well, this is a banner, you know the rules. The cooler it will be, the more your deal will be attractive to your customers. Also, your subscribers will see your special offer even before they will open this email.

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How to Add Email Annotations

To make your emails look much more attractive in the Promotions tab, you can go two ways.

The First Way: Create your annotation code using the official Google Guide.

This is “The Hardest Way”, but if you are an HTML guru, feel free to use this one. Annotations can be added via adding JSON-LD code to a script tag in the HTML-header of your email.

  • Find here the description of the types that are used to annotate promotional email and their associated properties.

  • Take the sample code to test this cool feature from this source.

The Second Way: Generate your code via the eSputnik tool.

This is “The Easiest Way” as we created a special plugin in our online drag-n-drop HTML Email Editor. Using this tool you can create your code in 5 simple steps.

  1. Fill the forms with corresponding parameters:

    • Sender name;

    • Email subject line;

    • Sender logo URL;

    • Promo image (banner) URL;

    • Discount offer information: description and offer code;

    • Expiration date of the discount.

Annotation code generator

2. Click on “Generate my code” button to generate desired annotation code.

Stripo Gmail promo Tabs Generate my Code

3. The code will appear in a new window, so feel free to choose and copy JSON or Microdata code (both are for our magnificent editor).

JSON or Microdata code

4. Paste this code in your HTML email right after


Add annotation code to the email

5. Now send a test email to see your results and check that everything is well and nothing is crashed.

Editing the code in the email

Last post

The List of Mandatory Conditions Needed to Show Your Annotations in Gmail

  • First of all, it supports HTML emails only.

  • Recipients’ inbox should be categorized.

  • Promo emails should be delivered to the Promo tab (annotations are never shown in the Primary or Inbox folders).

  • Your ESP reputation matters. Only emails from reliable sources appear in Top Picks. Also actual dates matter too — emails get to Top Picks twice: on the day they were sent and 3 days before the expiration date.

  • For now, annotations work on mobile devices only, so no cool things for PC.

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Natalia Ustimenko

Head of Direct Marketing

The author of 200+ articles in the eSputnik blog. A speaker at industry conferences, a lecturer at email marketing classes.

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