What is the schema of Gmail email?

Gmail Email Schema is a type of structured data based on Schema.org that uses JSON-LD to help Gmail understand the content of an email. It enables interactive features such as action buttons, order summaries, event details, delivery tracking, and reservation information directly within the inbox. When implemented correctly and sent from a trusted domain, Gmail can display rich email experiences instead of a standard message.

What are three types of schema?

While there are many Email Schema types, three of the most commonly used are: -EmailMessage – The base schema used for emails that contain structured data. Order – Displays order information such as order number, total price, and purchase status. ParcelDelivery – Provides shipment tracking information, including tracking numbers and delivery status. Other popular types include Invoice, EventReservation, FlightReservation, HotelReservation, and ViewAction.

A schema is structured data that provides additional information about content in a machine-readable format. It helps search engines, email providers, and other applications understand the meaning of data instead of simply reading text. Schema is commonly implemented using the Schema.org vocabulary and JSON-LD format to improve how information is displayed across different platforms.

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Email Schema: Complete Guide to Structured Data for Emails

What You Will Read on This Page ...▼

How Email Schema Works
Basic EmailMessage Schema
Embedding Email Schema
Gmail Requirements
Best Practices
Common Use Cases
Conclusion

Email Schema is a type of structured data based on Schema.org vocabulary that allows email providers such as Gmail to understand the content of an email. By embedding JSON-LD inside an HTML email, businesses can display interactive buttons, order details, delivery tracking, reservations, invoices, and event information directly within the inbox. Email Schema improves user experience, increases engagement, and enables Gmail to generate rich email previews.

How Email Schema Works

Email Schema uses JSON-LD embedded inside the HTML version of an email.

When Gmail receives the email, it:

Verifies SPF, DKIM and DMARC.
Parses the JSON-LD.
Validates the schema.
Displays interactive content if the sender is trusted.

Basic EmailMessage Schema

This is the simplest Email Schema.

{
"@context":"https://schema.org", "@type":"EmailMessage", "description":"Welcome to our platform."
}

Use this as the root object for action-based emails.

1. ViewAction

Used to open a webpage directly from Gmail.

Example:

View Invoice
View Order
Read Report

{
"@context":"https://schema.org", "@type":"EmailMessage", "potentialAction":
{ "@type":"ViewAction", "target":"https://example.com/order/1456", "name":"View Order"
}
}

2. ConfirmAction

Allows users to confirm an action without searching inside the email.

Example:

Email Verification
Appointment Confirmation
Subscription Confirmation

{
"@type":"ConfirmAction", "name":"Confirm Email", "handler":{ "@type":"HttpActionHandler", "url":"https://example.com/confirm?id=123"
}
}

3. SaveAction

Lets users save an offer, coupon, or event.

Example:

Save Coupon
Save Offer
Save Membership

{
"@type":"SaveAction", "name":"Save Offer"
}

4. TrackAction

Used for shipment tracking.

Example:

Track Package
Track Delivery

{
"@type":"TrackAction", "target":"https://example.com/tracking/AB123"
}

5. RSVPAction

Used for invitations.

Perfect for:

Conferences
Meetings
Webinars

{
"@type":"RsvpAction", "name":"RSVP Now"
}

6. Order Schema

Displays purchase information directly inside Gmail.

Shows:

Order Number
Price
Merchant
Status

{
"@context":"https://schema.org", "@type":"Order", "orderNumber":"100254", "price":"129.00", "priceCurrency":"USD"
}

7. Invoice Schema

Ideal for billing emails.

Shows:

Invoice Number
Total
Due Date

{
"@type":"Invoice", "accountId":"INV-2026-125", "totalPaymentDue":
{ "@type":"MonetaryAmount", "currency":"USD", "value":"450"
}
}

8. ParcelDelivery Schema

Displays shipping information.

Example:

Carrier
Tracking Number
Delivery Status

{
"@type":"ParcelDelivery", "trackingNumber":"AB123456789"
}

9. EventReservation

Useful for webinars and conferences.

Shows:

Event
Date
Location

{
"@type":"EventReservation", "reservationNumber":"EV1025"
}

10. FlightReservation

Used by airlines.

Displays:

Flight Number
Departure
Arrival
Seat

{
"@type":"FlightReservation", "reservationNumber":"TK2045"
}

11. HotelReservation

For hotel bookings.

Displays:

Hotel Name
Check-in
Check-out

{
"@type":"HotelReservation", "reservationNumber":"HOT992"
}

12. RestaurantReservation

For restaurant bookings.

Shows:

Reservation Time
Guests
Restaurant

{
"@type":"RestaurantReservation", "reservationNumber":"REST123"
}

13. RentalCarReservation

Useful for car rental companies.

Displays:

Pickup
Return
Vehicle

{
"@type":"RentalCarReservation", "reservationNumber":"CAR445"
}

14. TrainReservation

For railway operators.

{
"@type":"TrainReservation", "reservationNumber":"TR5678"
}

15. BusReservation

For bus ticket providers.

{
"@type":"BusReservation", "reservationNumber":"BUS991"
}

16. TaxiReservation

Useful for ride-booking services.

{
"@type":"TaxiReservation", "reservationNumber":"TX102"
}

17. LodgingReservation

A generic reservation type for accommodation services.

{
"@type":"LodgingReservation", "reservationNumber":"LD552"
}

Embedding Email Schema

Place the JSON-LD inside the HTML email.

<html>
<head>

<script type="application/ld+json">
{ "...schema..." }
</script>

</head>

<body>
Email Content
</body>

</html>

Gmail Requirements

Before Gmail displays Email Schema, the sender should meet these requirements:

Valid SPF
Valid DKIM
DMARC policy
Good sender reputation
HTML email
Valid JSON-LD syntax
Supported Schema.org types
Trusted sending domain

If these requirements are not met, Gmail simply ignores the structured data and renders the email normally.

Best Practices

Always use HTTPS URLs.
Keep JSON-LD concise and valid.
Include only one primary action per email when possible.
Match the schema with the actual email content.
Test every schema before sending campaigns.
Sign all emails with SPF, DKIM, and DMARC.
Avoid misleading actions that do not reflect the email's purpose.

Common Use Cases

Industry	Recommended Email Schema
E-commerce	Order, ParcelDelivery, Invoice
SaaS	ConfirmAction, ViewAction
Banking	Invoice, ViewAction
Logistics	TrackAction, ParcelDelivery
Airlines	FlightReservation
Hotels	HotelReservation
Restaurants	RestaurantReservation
Events	RSVPAction, EventReservation
Car Rental	RentalCarReservation
Public Transport	TrainReservation, BusReservation

Conclusion

Email Schema is one of the most powerful yet underused technologies in email marketing. By adding structured data with JSON-LD, organizations can transform standard emails into interactive experiences that improve engagement, streamline customer actions, and enhance visibility in Gmail. Whether you send order confirmations, invoices, event invitations, or delivery updates, implementing Email Schema helps create smarter, more actionable emails while supporting a modern email marketing strategy.

Frequently Asked Questions

What is the schema of Gmail email?
Gmail Email Schema is a type of structured data based on Schema.org that uses JSON-LD to help Gmail understand the content of an email. It enables interactive features such as action buttons, order summaries, event details, delivery tracking, and reservation information directly within the inbox. When implemented correctly and sent from a trusted domain, Gmail can display rich email experiences instead of a standard message.
What are three types of schema?
While there are many Email Schema types, three of the most commonly used are: -EmailMessage – The base schema used for emails that contain structured data. Order – Displays order information such as order number, total price, and purchase status. ParcelDelivery – Provides shipment tracking information, including tracking numbers and delivery status. Other popular types include Invoice, EventReservation, FlightReservation, HotelReservation, and ViewAction.
What is a schema?
A schema is structured data that provides additional information about content in a machine-readable format. It helps search engines, email providers, and other applications understand the meaning of data instead of simply reading text. Schema is commonly implemented using the Schema.org vocabulary and JSON-LD format to improve how information is displayed across different platforms.