Definition
Email JSON-LD structured data applies schema.org vocabulary within script tags in email HTML to help mailbox providers interpret and display email content in richer ways. Supported features include event details with add-to-calendar buttons, order summaries with package tracking information, flight check-in links, restaurant reservation details, and review prompts. JSON-LD enables these actions within the inbox interface without requiring the recipient to open the email.
Common Use Cases
- Order confirmation emails — tracking number, delivery estimate, order summary displayed in inbox
- Event confirmation emails — date, time, location with one-tap calendar add
- Flight reservation emails — check-in link, gate information, boarding pass
- Restaurant reservation emails — reservation details with modify or cancel options
- Review request emails — star rating selection without opening the email
Best Practices
- Implement JSON-LD in email head as a script tag following schema.org vocabulary
- Test structured data rendering using Google's email markup testing tool
- Combine JSON-LD with plain HTML fallbacks for unsupported clients
- Keep JSON-LD concise and scoped to the email's primary purpose
- Monitor supported action types as mailbox provider capabilities evolve
Related Glossary Terms
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AMP for Email
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Dark Mode
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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.