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Gmail Promotions tool

Gmail has updated the mobile Promotions tab to allow marketers to send more information via annotations in a “card” rather than just the subject line or pre-header information. Braze has built a tool to help you build the card from our product.

Building the card with Braze

Building the card in Braze is easy!

First, create your email campaign as you normally would. Then, as you’re editing the content of your email, under Content Library, click the Gmail Promotion Setup tab. Here, you’ll be able to fill out fields that will generate the script for your Gmail Promo Tab card.

An example of how to build a card.

After you’ve finished filling out the fields, you’ll see a completed script at the bottom of your editor. Copy and paste it into the <head> element of your email’s HTML.

How to copy your script to paste into the email's HTML body.

Customize your card

You can customize many variables for your card, which will map to the following locations shown in the card layout.

Card layout that maps out the parameters for the company logo, sender, subject line, discount offer and discount code, and related images.

Customizable Variable Description
Company Logo Logos should be a square or circle shape and uploaded in https, not http.
Product Image (Single Image Preview) This is a blank canvas for bringing in product or lifestyle images. In Gmail’s preview, they show a sample image that is “538x138 “with a “3.9 “aspect ratio.
Discount Offer (Deal Badge) One or two words used to quickly highlight an offer or as a call to action, such as “Free Gift”, “2 for 1”, or “Limited Offer.”
Discount Code (Promotion Code) Use your regular promo code. Only use if there is a promo code.
Expiration Date The start date should be when your email sends, or the promotion starts (if this date is in the future, your email will not populate in a bundle). The end date should only be used if you have an expiring offer, and the date needs to be in the future. Old or past-due expiration dates will cause our system to see the offer as stale and will not preview your email.

Best practices

In addition to adhering to the following best practices recommended by Gmail, you can use their Preview your annotations tool to see what their cards look like.

An example of what your preview may look like when testing on the Gmail site.

Product image

Gmail has seen better results with strong imagery related to the email message. Gmail does not recommend using a text-only design, as this space was designed to bring that visual language, vital to email marketing, to the preview. Don’t use images with cut-off text or repeat images in multiple campaigns.

Discount offer

Gmail does not suggest using sentences or phrases, such as “You Can Buy 1 Get 1 Free or Discounts on All Shorts and Shirts”, as it may clip, no longer draw the eye, and compete with the subject line. Again, this space should only be used for your messaging to engage your customers with your email, so avoid any language around “Open this email now” or “Click here for deals”. Do not repeat your subject line.

New Stuff!