New can seem like an impossible task. That's why, in this webinar, we've brought together leading industry experts to analyze key insights from litmus ' state of email 2019 report , explain industry-changing trends, and provide actionable advice. On the significance of these changes. Didn't get a chance to watch the webinar live? Don't worry. You can access the slides and the full recording and read our answers to the most common questions below. Questions and answers structured data can you use structured data only if you have access to the html of your email? If we use mailchimp without a developer, is it possible? Jason rodriguez: in most cases, sending structured data means working with code. In the case of gmail annotations, this code is either json or microdata.
Json, which stands for javascript object notation, is a list of data points included in the header of your html document. Microdata, on the other hand, consists of company mailing list additional attributes that are added to the html tags of your email. Microdata seems to be the more robust approach, as fewer esps and isps will delete this data (javascript is traditionally a big no-no in email). In addition, schema.Org data also uses microdata. However, other inbox providers rely less on your email code to display structured data and more on pulling specific data from your campaigns. Including things like dates, event coupons, addresses, and company information can provide inbox providers with the content they need to display this information to subscribers.
Clearly including this information can help. For now, however, I'd recommend getting at least a little familiar with microdata, as it's currently the best way to take advantage of structured data. How can b2b brands leverage structured data? Chad s. White: some b2b brands, like wholesalers, offer discounts and have lead times similar to retail brands. And some b2b brands have events that can use structured data. This is the beginning of structured data, so I expect more features to be released in the coming years. Bettina specht: while it's true that the most popular examples we see for using structured data show b2c use cases, that doesn't mean b2b companies can't take advantage of structured data either.