Quick Actions Come to Gmail; Email Marketers Elated
Users of Google's Gmail service have a new feature at their disposal called Quick Actions.
The feature enables Gmail users to perform "actions" from within their inbox without the need to actually open the email at all. For email senders, the Quick Actions feature presents a big opportunity to increase user engagement and interactions from campaigns, and with relatively little work.
“Getting those things done is getting a little easier with new quick action buttons in Gmail, designed to help you tackle your digital to-do’s as quickly as possible,” read the official announcement. Those digital to-do's could include one-click registration confirmation, event responses/RSVPs, checking-in, submitting reviews or even complex interactions that involve multiple steps.
Google mentioned that early release partner Esna is using quick actions to “inform users of missed calls and provide them with a one-click button to be called again” while local food delivery services Seamless is “implementing the rate/review action to collect feedback about restaurants.”
Sounds really good for email marketers but it gets even better - integration is relatively easy. By adding a little Schema.org markup (supporting both JSON-LD and Microdata) to the header of an email (most email service providers will likely automate this process in the future for senders) you'll be off and running.
Google did not that some of the schemas used by Gmail are still going through the standardization process of Schema.org, so the actual code may change in the future.