Definition
JSON-LD for email applies structured data markup — the same JSON-LD format used for schema.org on websites — within email HTML to help mailbox providers interpret and surface email content in richer ways. Supported actions include displaying event details with add-to-calendar buttons, showing order summaries with package tracking information, surfacing flight check-in links, displaying restaurant reservation details, and presenting review or survey options directly within the inbox interface.
Capabilities
- Event emails: Mailbox can display date, time, and location with one-tap calendar add
- Order emails: Tracking information and order summary shown directly in inbox
- Flight emails: Check-in links, gate changes, and boarding pass access in preview
- Restaurant emails: Reservation details with modify or cancel options
- Review emails: Star rating selection without opening the email
Best Practices
- Implement JSON-LD in the email head as a script tag following schema.org vocabulary
- Test structured data rendering using Google's email markup testing tool before sending
- Combine JSON-LD with plain HTML fallbacks for mailbox providers that do not support structured data
- Keep JSON-LD concise and scoped to the email's primary purpose
- Monitor supported action types as mailbox provider capabilities evolve
Related Glossary Terms
Accessible CTA (Email)
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AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Dark Mode
Dark mode in email refers to how email clients render messages when the recipient has dark mode enabled. It affects colour display, image rendering, and readability. Designers use CSS media queries and hybrid coding techniques to control the dark mode appearance.
Dynamic Content
Dynamic content in email refers to content blocks that change based on subscriber data, behavior, or preferences within a single email send.
Email Accessibility
Email accessibility ensures marketing emails are usable by people with disabilities, including those using screen readers, keyboard navigation, or assistive technologies. It follows WCAG 2.1 guidelines for structure, contrast, semantics, and descriptive content.
Email API
An email API (Application Programming Interface) allows software applications to send, receive, and manage email programmatically through code rather than through a user interface.