Email Annotations & Schema: ‘Automatic Extraction’ & Controlling Your Preview Content

To help users get answers quickly, search engine providers display Featured Snippets and other summaries that increase the chance a user won’t actually have to click any of the search results. Google and Yahoo are extending this same philosophy to their email inbox services by occasionally adding previews to commercial emails.

Gmail calls this “Automatic Extraction.” Both Gmail and Yahoo uses artificial intelligence to scan promotional emails and identify:

• Key images
• Discounts
• Discount expiration dates
• And other promotional content elements

They then use that information to either replace a commercial sender’s preview text with their own clickable preview content or add a clickable preview module above the body copy of an email. In both cases, the clicks on that inbox provider–created content diverts subscribers to the sender’s website.

Currently, Automatic Extraction is causing three major problems for brands.

>> Read the entire post on Oracle’s Modern Marketing Blog