Has anyone implemented Email Schema Language?

[Danielle_Wong]

I am curious if anyone has tried this in their emails. Here's a link for more information on what this is in case there's another term for it that I don't know. https://www.delivra.com/email-markup-language/

According to the link:

Email markup language allows you to offer your prospects, customers and recipients fast, easy and convenient ways to take action.

You can use email markup for:

•         Confirming appointments
•         Scheduling calls
•         Confirming reservations
•         Providing flight or appointment details
•         Completing purchases
•         Resetting passwords

Emails in Gmail would look like this in the inbox with the button on the right.

I'm curious to know how you implemented this! thanks!

[SanfordWhiteman · Accepted solution]

Sure, been using it for a year or so at a client, using Velocity to generate the microdata.

You'll need to enlist a developer as this isn't just an author-side thing (need to register your schemas, etc.).

[Danielle_Wong]

Oh good to know, Sanford! Have you ever used it so that there's a "learn more" button that links to a landing page or a "register" button there for event registration form pages?

Last question, does this work in Marketo without any add-ons? You mentioned we would need to register schemas, so I assume that's something we would do outside of Marketo.

[SanfordWhiteman]

Register, yes; Learn More, no. But they're all the same general structure. And you don't need an an add-on within Marketo.

[Danielle_Wong]

Thank you! You've been very helpful.

[Casey_Grimes]

I've used the buttons you're referencing, but most folks simply don't take advantage of them. Typically I use schema for more customer-centric data, such as event confirmations, registrations and so forth.

You will need to register your emails as having schema with Google (which has some requirements in terms of volume, setup and the like--you can read more at Register with Google  |  Email Markup  |  Google Developers . However, the actual markup is done inside your email in Marketo and doesn't require anything special.

[Danielle_Wong]

Thank you for sharing your experience and the additional information! Follow up question: If someone were to click those buttons in the inbox, does it count as an open and click? or just a click? or will it not appear in Marketo's email performance reporting at all?

Thanks!

[Casey_Grimes]

Hi Danielle,

It's important to remember that when you're making email markup, you're actually placing code in your email that Marketo isn't going to detect as a link. For example, a basic Register Now button would look like

<script type="application/ld+json">

{

  "@context": "http://schema.org",

  "@type": "EmailMessage",

  "potentialAction": {

    "@type": "ViewAction",

    "target": "https://webinars-are-us.com/register/?source=email_markup",

    "name": "Register Now"

  },

  "description": "RSVP for this great webinar"

}

</script>

Marketo isn't going to see "target" as a link to encode and track, so you'll want to put some sort of querystring tracking to tie everything together and look for a combination of the email being delivered and that page + querystring combo being visited to track usage. It won't show up in an email performance report, but if you're tracking your email via programs, you can always add it as a Clicked program step.

[Danielle_Wong]

This was incredibly helpful!! Thank you so much for taking the time to let me know all this Courtney!